YouTube launches Youtube Originals in India

YouTube is also foraying into developing original content by bringing YouTube Originals to India starting with music maestro A R Rahman’s show - ‘ARRived’. Initially, the originals platform would be ad supported, but later customers can subscribe to the  ad-free subscription service - YouTube Premium.

YouTube India which has 245 Mn unique users each month has been a popular free video streaming service. YouTube Originals has released 60 originals programs worldwide till now. The company expects to earn more ad revenue by introducing YouTube Originals in India as well  but there's no set timeline for the launch of YouTube Premium. The original content series would feature some of its most successful creators/ partners which would be funded by YouTube itself.

Netflix, which is focusing on creating localised content, but has still managed only 5 Mn subscribers in India. It lacks behind free services like YouTube and HotStar in terms of viewership. Competition is also prominent from Amazon Prime Video which has managed to get 10% market share in 1 year. There are many small streaming services also like Voot, Hooq, Ogle, Big Flix, Eros Now, Ditto TV, Muvi, Spuul, and AltBalaji in the space.

The number of subscribers of video streaming platforms is expected to touch $279 Mn (INR 20 Bn) and reach 500 Mn viewers by 2020. YouTube has an edge over other players in terms of its penetration in Tier-II and Tier-III cities in India and free of cost service. It would be interesting to see if YouTube is able to find people to pay for its service like other players have done.

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