Content Fatigue? No Way
The platform has teamed up with music maestro AR Rahman for its first ‘Originals’ offering from India.
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.” ■