Institute of Marketing Communications India®

YouTube's reach nooks and corners with TV's in Hindi-speaking states: EY report

A recent EY report on media and entertainment highlights YouTube's dominance over traditional TV in certain Hindi-speaking states of North India and the North East. With 467 million users and 90% reach, YouTube leads as the largest OTT player in India, surpassing TV in Bihar, Jharkhand, and the north-eastern states. In Uttar Pradesh, Uttarakhand, and Delhi, YouTube and TV share equal popularity.

This rise in YouTube's influence is attributed to high-quality niche content on OTT platforms and increased adoption of Connected TV. However, states like Maharashtra, Andhra Pradesh, Tamil Nadu, and Karnataka still favor TV. The report underscores YouTube's role in offering diverse multilingual content, supported by broadband and smart TV sales growth.

YouTube's ad revenue contribution of Rs 28,000 crore in FY23 highlights its significance to Google India. Moreover, YouTube plans to introduce Playables, in-app games, catering to users' entertainment needs.


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