Strategy

Why do Indians love Youtube

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Youtube

Youtube – the baap of all TV Channels

Youtube – The Goliath

The biggest trend of 2014 has to be the emergence of Youtube as the biggest TV channel (and much more) of all time! If the entire TV Set top box is an animal, then Youtube is the entire jungle and the entire countryside, from shore to shore – and that is still understating Youtube’s relative size!

What does Youtube mean to its audiences

We were on way to Mahabaleshwar, a top hill station in Maharashtra, when we took a halt 30 KM from Pune. What I saw was quite startling – there were 5 friends at a desk, and they were streaming  Bollywood songs on 3G presumably, and were doing so quite comfortably. It just made me realise that one of the big reasons why 3G is slowly getting a higher adoption is [mobile + video + anytime on] as a package. Youtube has a massive role in this! There used to be a time when loading MP3s on a new mobile phone was an unmissable chore as soon as a mobile was bought! Not anymore though! And the big tipping point for this trend was Youtube!

So whats the big deal with Youtube?

Youtube is everywhere

Literally Youtube is everywhere – desktops, mobiles, tablets, TVs, other websites, apps. blogs, news channels! There is possibly very little in the media world where Youtube isn’t available. Of course thats due to Google and its entire ecosystem of Chrome, Android, Gmail, Gtalk – but you have to accept that Youtube is possibly omnipresent all over the media.

Youtube is accessible

Being available is one thing, being accessible is another. Youtube streaming works – whatever the bandwidth, whatever the device! Of course the streaming quality differs, but Youtube has done a great job with access for users, particularly in India

Youtube is inclusive

Given the range of Youtube’s video collection, Youtube is being used by one and all! While this is obvious and massive, try naming any other video website that is so inclusive, yet captivating apart from Youtube – my guess is you would struggle doing so!

Youtube search

Thanks to the parent company, Youtube search possibly throws up the biggest array of options when it comes to search. For video discoverability, any video creator could not have asked for a better platform.

Youtube creates a buzz

Every big initiative, be it a film, be it an event invariably launches its own Youtube channel and tries to develop its following. Indian elections were fought as much on the ground as on Youtube! Every upcoming movie release is preceeded with a Youtube trailer launch. Youtube is a fantastic place for buzz creation – something that every marketer aspires!

So, marketers, do share your ideas on how you use Youtube! Would be writing a new article about this next by collating your views.

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