‘To TV or not to TV, that is the question.’ Recently, Neal Mohan, CEO, YouTube mentioned that ‘YouTube is the new TV’. To set the context, this was with respect to the US, where TV (smart TV) overtook mobile as ‘Primary Device’ for viewing. This comes as a moment of reckoning for us who have grown up waiting for the prime-time show to be aired every day. Those were the days of double-digit TRPs, with the entire family watching the K-dramas (not the Korean ones). The times have changed, with the remote being replaced with screens on everyone’s hands, be it smartphones, laptops, and tablets, giving way to on-demand viewing. Viewers have full authority over what they want to watch and when, resulting in personalized recommendations and an ever-growing army of influencers. But does this shift apply to India, the biggest market for the platform with an estimated 476 million users, almost twice that of the USA?
The emergence of YouTube in India
The rise of inexpensive data plans and affordable smartphones has led to Indians flocking to YouTube for entertainment, education, learning and many other purposes. Some of the most subscribed channels are also from India, and it’s the go-to platform for long-form content. It’s evident that Indian viewers prefer watching YouTube on their smartphones, unlike the US.
From a marketer’s point of view, as consumer content preferences change, brands are adopting YouTube in their marketing plans to engage audiences. This approach allows companies to create authentic and relatable content that resonates with niche audiences. For marketers, understanding these nuances is key to crafting effective YouTube strategies.
Why India prefers YouTube on smartphones
• Affordable Mobile Data – India has one of the most affordable mobile data rates in the world, which has fueled the rise of mobile-first internet consumption, with YouTube being a primary beneficiary.
• Smartphone Penetration – While smart TVs are growing in popularity, they are still a luxury for many Indian households. In contrast, affordable smartphones have put the internet—and YouTube—into the hands of millions.
• On-the-move Viewing Habits – A lot of consumption happens during the commute, whether on our way to work in local trains, metros, or cabs, a significant chunk of content consumption happens on the move, smartphones are the preferred medium for Indians.
• Personalized & Private Viewing – Unlike in the U.S., where large living rooms encourage communal viewing, many Indian households are multi-generational with limited shared spaces. The older parents still like to watch their daily serials on linear TV, while the kids like watching YouTube on a personal smartphone as it offers privacy and control over content.
Sustained Smartphone Supremacy
The smartphone dominance in India isn’t going anywhere. As data prices remain low and phone screens continue to get bigger and better, mobile-first video consumption will stay strong. Meanwhile, in the U.S., the smart TV market is growing at the rate of 13% and the rise in adoption is expected to continue, reinforcing the shift toward living room viewing.
How Indian marketers can use YouTube effectively
• Brands as creators – Authentic content helps drive viewers, so it’s important for brand channels to move beyond advertising content to genuine meaningful content native to the platform.
• Regional & Vernacular Content – India’s diversity means content in local languages drives more engagement. Brands should invest in multilingual video strategies, as this definitely works. For our latest campaign, Sada Secure Raho, we dubbed our videos into multiple languages which resulted in increased viewership.
• Mobile-Optimized Content – Ensure videos are formatted for vertical or square viewing, as Indian users primarily consume content in portrait mode.
Opportunities for the BFSI Sector
The BFSI sector has a unique opportunity to leverage digital platforms for awareness and education. Financial services are often perceived as complex, and YouTube offers an engaging medium to simplify concepts, educate consumers, and build brand trust.
• Educational Content for Financial Literacy: Brands can break down financial concepts such as smart investments, insurance planning, and wealth management into easy-to-understand videos. Creating bite-sized explainer videos, financial myth-busting series, and expert-led Q&A sessions can make financial topics more relatable and accessible to a broader audience.
• Interactive Content & Storytelling: BFSI brands can go beyond conventional advertising by incorporating interactive and storytelling elements into their campaigns. Live Q&A sessions with industry experts, case study-driven narratives, and animated explainer videos can enhance consumer understanding and engagement.
• YouTube Shorts: Offer bite-sized, digestible content formats that cater to today’s short attention spans. BFSI brands can leverage these platforms to share quick financial tips, explain complex terms, or engage audiences with real-life financial success stories.
• Tailored Content for Different Audience Segments: BFSI brands cater to a wide demographic, from HNIs to customers in Tier 3 and Tier 4 cities. Regional influencers and localized content strategies can enhance brand visibility and foster deeper engagement by making financial concepts more culturally and linguistically relevant.
YouTube is a global platform, but its consumption habits are deeply local. Marketers who understand the audiences can create highly effective video strategies. Whether it’s bite-sized mobile content for India or immersive TV experiences for the U.S., tailoring content to user behavior will be the key to YouTube’s marketing success.
(Views are personal)
