YouTube Shorts, a 60-second video format that debuted globally in India in 2020, has reached a monumental milestone: surpassing a trillion views. This announcement was made by YouTube CEO Neal Mohan during the YouTube Brandcast 2024 event, where he underscored the profound influence of Indian content creators on a global scale. Mohan emphasized that YouTube has transformed into a platform where individuals can authentically share their stories, and Indian creators are at the forefront of this revolution. Their videos, inspired by local trends, are shaping global culture. This impact is evident in YouTube’s dominance in India, where it holds the top spot in terms of reach and watch time.
The power of Indian creators extends beyond Shorts. YouTube is the most streamed service on Connected TVs (cTV) in India, with viewership experiencing a fourfold increase in the past three years. Mohan highlighted the professionalization of these creators, stating they have “business strategies, writers’ rooms, and production teams,” and are producing high-quality content that is captivating audiences. They are not just entertaining but also redefining how we consume news and education, further driving YouTube’s growth.
To enhance engagement and deliver better results for brands, YouTube introduced new ad formats for cTV and Shorts. These innovations include interactive stickers and gestures, and animated image ads for Shorts. For cTV, they launched Pause Ads and Branded QR codes. Pause Ads allow for non-intrusive viewer engagement during content breaks on the big screen, while Branded QR codes extend brand reach beyond YouTube to premium broadcasters on OTTs through DV360.
“These new ad formats will enable brands to harness the influence, cultural impact and interactive potential of Shorts and Connected TV, while catering to the evolving needs of advertisers,” a company statement said. Shekar Khosla, Vice President, Marketing, Google India, echoed this sentiment, emphasizing YouTube’s commitment to providing a superior Connected TV experience and facilitating seamless connections between brands and their audiences across all screens and formats. “YouTube is where India comes to connect, be entertained, and be inspired, regardless of whether it’s a Connected TV screen or a mobile one. TV viewing in India has undergone a fundamental shift. We’re committed to leading this change by providing the best Connected TV experience and creating ad formats that seamlessly connect marketers with their audiences, on any screen and any format,” he said.
