Con­tent Fa­tigue? No Way

The plat­form has teamed up with mu­sic mae­stro AR Rah­man for its first ‘Orig­i­nals’ of­fer­ing from In­dia.

The Brand Reporter - - COVERSTORY - By Sh­weta Mulki sh­weta.mulki@afaqs.com

YouTube is set to launch ‘AR­Rived’, its first con­tent of­fer­ing un­der the ‘YouTube Orig­i­nals’ ban­ner in In­dia and it’s free to watch. While YouTube ‘Orig­i­nals’ ex­ists in 17 other coun­tries un­der both ad-sup­ported (AVOD) and sub­scrip­tion mod­els, in In­dia they’ve be­gun with AVOD for now.

“We’ll in­vest in and com­mis­sion shows, but the IP re­mains with the creator, as that’s fun­da­men­tally how YouTube works,” says Satya Ragha­van, YouTube In­dia’s en­ter­tain­ment head.

Ragha­van be­lieves that the tim­ing for Orig­i­nals is apt as video con­sump­tion is ris­ing rapidly. “There are 390 mil­lion monthly ac­tive in­ter­net users in In­dia and 245 mil­lion of those come to YouTube ev­ery month. In­di­ans are us­ing al­most 8GB of data per month. We haven’t seen this kind of en­gage­ment be­fore,” he ex­plains.

He de­nies that there is con­tent fa­tigue, “It’s a great time to be a con­sumer, creator and an ad­ver­tiser who is fig­ur­ing out new ways to con­vert en­gage­ment into in­tent. More than 60 per cent of our watchtime comes from be­yond the six met­ros. On video, 90 per cent con­sump­tion is hap­pen­ing in ver­nac­u­lar.”

At the heart of AR­Rived is a search con­cept. The show won’t just be about episod­ics but also have in­di­vid­ual songs and other bits. With dif­fer­ent ver­ti­cals, how will it change the dy­nam­ics for cre­ators? “If you are sub­scribed to AR Rah­man’s chan­nel, it’s just more of the con­tent you like, with that badge of au­then­tic­ity,” he says, adding, “YouTube is at the heart of the creator’s com­mu­nity. They value the con­stant con­nect and the high co-re­la­tion in on­line-to-off­line con­nect. YouTube Orig­i­nals on the AVOD sup­port side will en­hance net­work ef­fects.” ■

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