Regional language content for YouTube India is turning out to be great. After realizing the potential of the country’s sizeable multilingual audience YouTube in December 2016, introduced an option for users to consume content in local languages. YouTube claims that viewership has tripled of regional languages over the past two years. "Apart from Hindi, Telugu, Tamil, Kannada and Malayalam are seeing massive growth in watch time, with other languages including Haryanvi, Marathi, Bengali and others following closely behind,“ said Satya Raghavan, head of entertainment at YouTube India. The top 10 regional YouTube channels in India have subscriber from 3,00,000 to over 8,00,000. There are over 230 million regional language users online in the world while only 175 million English users. YouTube shares a majority of the revenue generated with the content creators, according to Raghavan."Brands now realise they can reach consumers in different pockets of India by partnering with these content creators. For instance, Hindustan Unilever would show only Hindi ads and now they have the opportunity to make advertisements in diverse Indian languages," he said. “On an average, 40 million new users are coming online every year, and there has been a four-fold growth in rural internet users since 2012. These users are consuming a huge amount of video content. In fact, 95% of video consumption is in the vernacular,” says Raghavan.
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