RadioandMusic
| 13 Dec 2019
YouTube Originals India's original venture has A R Rahman on board

MUMBAI: YouTube, world’s largest video streaming site, acquired by Google over a decade ago, is planning to expand its footprint in India. In an endeavour to expand, the online platform is planning to bring YouTube Originals venture in the country.

The site’s premier venture in India for originals begins with a music talent show under tutelage of music maestro A R Rahman and will be named ARRived and would be public by September 2018 approximately. YouTube originals is available for the premium subscribers, all over the world. However, subscription-based and ad-free scheme is still not launched in India and thus, to begin with the originals will be presented in the normal Ad-based format. There are talks of launching premium services in India too.

According to the entertainment head of YouTube, Satya Raghavan, time is ripe in India for brands to engage with audience and YouTube originals could only boost the ecosystem further. A recent survey conducted, observed that 90% of public watches the ad before the video is buffered.

As he spoke to the wires, he also commented on how low data prices are actually helping the video consumption in India to boost. The aforementioned survey also observed that maximum viewership is not from the six metros of India but outside it.

Currently, YouTube’s global repertoire has over 60 Originals and by 2019 more 50 shows are in the offing. This move can be observed as a sign of competition with other streaming platforms like Netflix, Hotstar, Amazon Prime etc.

YouTube debuted in India in 2008, exactly a decade ago, starting with a meager 3.5% of the then population and today it stands tall by amassing over 225 million viewers in India and still counting. In percentile, the video streaming site has spiked up by 20% and expected to double by 2020.