UP Media Consumption.pptx

Proprietary + Confidential
Insights
For UP Media Consumption
daksh.aggarwal@essencemediacom.com / Sep
2023

Contents
Your Audience
YouTube
Appendix

Uncover trends, understand your
audience, and find new ways to reach
them.

Data with Benefits
Learn more about methodology and definitions here
Intent Based
Insights derived from observed
behavior versus survey or declared
information, surfaces what users
actually do.
Multiple Sources
Based on anonymous and aggregated
data covering billions of signals across
the web, search, and YouTube.
Fresh Insights
Data that’s updated weekly reflects what’s
happening now versus traditional market
research.

Your Audience

Your Selected Audience
Anyone 18+, Uttar Pradesh in the last 30 days

Gender
View a detailed breakdown of the demographic composition of your selected audience here
Demographic Composition of Your Selected Audience
70%
Male
Age
40%
25-34
Parental Status
69%
Not a parent

Demographics in Detail
31%
69%
Not a parent
Parental Status
Parent
70%
30%
Female
Gender
Male
Household Income
Age
0.8x Index 1.1x Index 1.1x Index 0.9x Index

Geographic Index of Your Selected Audience
8.6x
1.0x
Geographic Index
View more information about the location of your selected audience here

What Are They Most Passionate About?
1.3x more likely to be 1.4x more likely to be 1.1x more likely to be 1.3x more likely to be
Light TV Viewers Outdoor
Enthusiasts
Avid Investors Green Living
Enthusiasts
52% Share 30% Share 52% Share 27% Share
They typically watch less than one
hour of broadcast or cable TV per
day
They tend to no longer be paying for
cable or satellite TV services
They consume most of their
television and video content online
They love nature and sports
They engage in outdoor activities
like camping, hiking, rafting, fishing,
skiing etc.
They spend weekends and
vacations outdoors
They spend a considerable amount
of their time investing their own
money
They are extremely knowledgeable
about market trends
They are often called upon by
friends or family for investing
advice
They are passionate about
sustainable living
They strive to make
environmentally-responsible
choices
They read about the most current
environmental issues

What Are They Most Interested In?
Hobbies and
Activities
Sports
Foods Consumer
Electronic
Products
Interest Share Index
Dance 92% 1.0x
Learning 83% 1.0x
Mathematics 57% 1.2x
Woodworking 65% 1.1x
Food 83% 1.0x
Dish 79% 1.0x
Vegetable 68% 1.0x
Water 62% 1.0x
Cycling 62% 1.1x
Motorcycling 67% 1.0x
Skating 44% 1.2x
Cricket 56% 1.1x
iPhone 36% 1.0x
Sewing machine 24% 1.1x
Fan 18% 1.1x
Laptop 16% 1.1x

What Are They Shopping For?
Spas & Beauty
Services
Government &
Public Sector Jobs Employment
2.1x Index 1.8x Index 1.1x Index
22% Share 27% Share 73% Share

YouTube

YouTube Insights
Top Channels Rojgar with Ankit
Examपुर
Zee Music Company
View more
Top Topics Filmi
Indian Music
Movies
View more

Rathore Cassettes
12M Subscribers
5.8K Videos
3.4x Index
View channel
Top YouTube Channels Your Audience Is Watching
View more YouTube channels your audience is watching here
Rojgar with Ankit
9.3M Subscribers
17K Videos
4.4x Index
View channel
Examप
ु र
11M Subscribers
64K Videos
5.6x Index
View channel
Zee Music Company
100M Subscribers
9K Videos
1.4x Index
View channel
Desi Records
6.4M Subscribers
23 Videos
3.1x Index
View channel

What Videos Are They Watching Across All Of
YouTube?
View a detailed list of videos your audience watches on YouTube click here
Video Title Views Index
UP Police Vacancy 2023 … 881K -
UP Police Constable Vac… 1M -
SSC CPO Vacancy 2023 | … 686K -
RO / ARO 2023 Vacancy |… 681K -
Udd Jaa Kaale Kaava | G… 119M -
Har Har Mahadev - OMG 2… 40M -
Oonchi Oonchi Waadi | O… 36M -
Khairiyat | Gadar 2 | A… 23M -
Army MES Recruitment 20… 328K -
SSC MTS kya Hai? SSC MT… 305K -
UP Police New Vacancy 2… 204K -
UPSI New Vacancy 2023 |… 187K -
Naina Ke Teer ( Rani Ho… 81M -
Tuition Badmashi Kaa - … 129M -
Kabootar - Renuka Panwa… 315M -
52 GAJ KA DAMAN | PRANJ… 1.6B -
9.3M Subscribers
17K Videos
>4x Index
Rojgar with Ankit
11M Subscribers
64K Videos
>6x Index
6.4M Subscribers
23 Videos
>3x Index
Examपुर
Desi Records
100M Subscribers
9K Videos
>1x Index
Zee Music Company

Top YouTube Topics Your Audience Is Watching
T-Series Bollywood Classics
36M subscribers
>1.5x Index
View more YouTube topics your audience is watching here
Tips Official
61M subscribers
>1.4x Index
Shemaroo Filmi Gaane
66M subscribers
>1.6x Index
Goldmines Gaane Sune
Ansune
39M subscribers
>1.6x Index
The Prince Yadav
4.7M subscribers
>2.8x Index
Saregama Music
37M subscribers
>1.4x Index
Zee Music Company
100M subscribers
>1.5x Index
Rathore Cassettes
12M subscribers
>3.3x Index
T-Series
249M subscribers
>1.3x Index
Desi Records
6.4M subscribers
>3.0x Index
Desi Geet
1.5M subscribers
>3.1x Index
Gem Tunes Haryanvi
2.7M subscribers
>3.0x Index
Zee Music Company
100M subscribers
>1.5x Index
Rajlaxmi
5M subscribers
>4.2x Index
The MriDul
16M subscribers
>4.2x Index
Make Joke Of
12M subscribers
>4.1x Index
Shemaroo
49M subscribers
>1.6x Index
66M subscribers
>1.6x Index
Indian Music
1x Index
88% Share
Movies
1x Index
92% Share
Filmi
1.2x Index
69% Share

What Videos Are They Watching in Filmi?
View a detailed list of blues videos your selected audience is watching here
Aye Mere Humsafar Full … 358M -
Dilnashin Dilnashin Lyr… 221M -
Tumse Milkar Na Jane Ly… 208M -
Tujhse Bichhad Kar Zind… 230M -
तेरी बंजारन रस्ता देखे … 304M -
Jo Beech Bajariya Tune … 301M -
Zindagi Pyar Ka Geet Ha… 243M -
Paas Bulati Hai | Jaanw… 755M -
Mamta Bhare Din - Video… 106M -
Dil Laga Liya Maine - L… 124M -
Kasam Khake Kaho | Dil … 309M -
Dil Pardesi Ho Gaya | K… 169M -
Zihaale - E- Miskin (Or… 276M -
जीता था जजसक
े जिये HD -… 258M -
Dil Deewane Ka Dola Dil… 393M -
Tu Tu Hai Wahi (Origina… 163M -
36M Subscribers
2K Videos
>2x Index
T-Series Bollywood Clas…
66M Subscribers
8.6K Videos
>2x Index
39M Subscribers
3.6K Videos
>2x Index
Goldmines Gaane Sune
An…
61M Subscribers
4.9K Videos
>1x Index
Tips Official

What Videos Are They Watching in Indian Music?
JAWAN: Zinda Banda (Hin… 78M -
Ram Siya Ram (Lyrical) … 70M -
Tere Hawaale (Full Vide… 104M -
Bum Bum Bole (Full Song… 946M -
Aalha Bhujariyo Ki Lada… 27M -
नरसी का भात भाग 3 | Nar… 92M -
Dehati Aalha | िाखन का … 70M -
उदि का जििाह भाग 2 || u… 43M -
Naina Ke Teer ( Rani Ho… 81M -
Tuition Badmashi Kaa - … 129M -
Kabootar - Renuka Panwa… 315M -
52 GAJ KA DAMAN | PRANJ… 1.6B -
100M Subscribers
9K Videos
>2x Index
Zee Music Company
249M Subscribers
20K Videos
>1x Index
T-Series
6.4M Subscribers
23 Videos
>3x Index
Desi Records
12M Subscribers
5.8K Videos
>3x Index
Rathore Cassettes

What Videos Are They Watching in Movies?
Pehla Pehla Pyar | the … 21M -
BaBu or Papa | the mrid… 8M -
Bhagam Bhag | the mridu… 16M -
Hawan Karenge | the mri… 26M -
BAAP बाप Part-1 | Utta… 8.2M -
MAKE JOKE OF ||MJO|| - … 11M -
100M Subscribers
9K Videos
>2x Index
Zee Music Company
16M Subscribers
110 Videos
>4x Index
The MriDul
12M Subscribers
65 Videos
>4x Index
Make Joke Of
5M Subscribers
101 Videos
>4x Index
Rajlaxmi

How Can We Reach Them on YouTube?
Green Living
Enthusiasts
In the market for
Government & Public
Sector Jobs
Public Transit Users Avid Investors
~13M Potential reach ~8M Potential reach ~14M Potential reach ~30M Potential reach
15.4x Index 15.4x Index 15.4x Index 15.4x Index
27% Share 27% Share 43% Share 52% Share
Potential Reach: More than 70 million people on YouTube. View more groups

Appendix

Definitions
To learn more about Affinity Audiences and In-Market Interests click here
Share Index Relevance
This shows the likelihood of interest in a
topic (a user has visited pages about
across multiple sessions), versus a
benchmark audience.
Affinity Audiences
Built specifically to capture what users
are most passionate about without
regard to their ad selection behavior.
In-Market Interests
Interests of users who are actively looking
to buy certain products or services in the
near future, or are very likely to buy if they
find the right product or offer.
Represents the share (or percentage) of
your selected audience that likely to be
interested in a specific output interest.
A combination of Share and Index. We
combine both metrics together as a way
to bubble up the most relevant interests
for each group.

Your Selected Audience Baseline Audience
Anyone 18+, Uttar Pradesh in the last 30 days Anyone 18+, India in the last 30 days

Where Is Your Selected Audience?
100.0%
0.0%
Geographic Share

Top YouTube Channels Your Audience Is Watching
Channel Subscribers Videos Index
Rojgar with Ankit 9,290,000 16,653 ≥4.4x
Examपुर 10,800,000 63,720 ≥5.6x
Zee Music Company 99,800,000 8,979 ≥1.4x
Desi Records 6,430,000 23 ≥3.1x
Rathore Cassettes 12,400,000 5,796 ≥3.4x
T-Series 249,000,000 19,524 ≥1.3x
Rajlaxmi 5,030,000 101 ≥4.0x
Desi Geet 1,480,000 109 ≥3.0x
The MriDul 15,700,000 110 ≥3.9x
GMJ - Global Music Junction - Bhojpuri 5,200,000 470 ≥2.2x

What Videos Are They Watching Across All Of
YouTube?
Videos Upload Date Views Index
Aalha Bhujariyo Ki Ladai Part 21-Jul-2017 27M ≥0.0x
नरसी का भात भाग 3 | Narsi ka B 07-Nov-2016 92M ≥0.0x
JAWAN: Zinda Banda (Hindi): Sh 31-Jul-2023 78M ≥0.0x
Ram Siya Ram (Lyrical) Adipuru 07-Jun-2023 70M ≥0.0x
BAAP बाप Part-1 | Uttar Kumar 20-Jul-2023 8.2M ≥0.0x
BAAP बाप Part-6 | Uttar Kumar 20-Jul-2023 5.8M ≥0.0x
Jale (Official Video) | Sapna 07-Jan-2023 73M ≥0.0x
Pani Chhalke (Official Video) 04-Feb-2022 179M ≥0.0x
Pehla Pehla Pyar | the mridul 25-Jun-2023 21M ≥0.0x
BaBu or Papa | the mridul | Pr 24-Jul-2023 8M ≥0.0x

Top YouTube Topics Your Audience Is Watching
Topic Index Share
Filmi ≥1x 69%
Indian Music ≥1x 88%
Movies ≥1x 92%
Lifestyle ≥1x 87%
TV Shows ≥1x 77%
Knowledge ≥1x 55%
Culture ≥1x 52%
Society ≥1x 61%
Technology ≥1x 41%

Top Filmi YouTube Channels
T-Series Bollywood Classics 36,500,000 2,026 ≥1.5x
Tips Official 61,100,000 4,947 ≥1.4x
Shemaroo Filmi Gaane 66,300,000 8,643 ≥1.6x
Goldmines Gaane Sune Ansune 39,200,000 3,596 ≥1.6x
The Prince Yadav 4,690,000 129 ≥2.8x
Saregama Music 37,100,000 7,813 ≥1.4x
90's Gaane 7,530,000 595 ≥1.6x
NH Hindi Songs 4,100,000 3,044 ≥1.9x
Ishtar Music 42,200,000 4,535 ≥1.4x
VYRLOriginals 11,800,000 237 ≥1.8x

Top Indian Music YouTube Channels
Rathore Cassettes 12,400,000 5,796 ≥3.3x
T-Series 249,000,000 19,520 ≥1.3x
Desi Records 6,430,000 23 ≥3.0x
Desi Geet 1,480,000 109 ≥3.1x
Gem Tunes Haryanvi 2,710,000 816 ≥3.0x
Nav Haryanvi 9,520,000 672 ≥2.6x
GMJ - Global Music Junction - Bhojpuri 5,190,000 471 ≥2.2x
T-Series Bollywood Classics 36,500,000 2,026 ≥1.5x
Tips Official 61,100,000 4,947 ≥1.4x

Top Movies YouTube Channels
Rajlaxmi 5,030,000 101 ≥4.2x
The MriDul 15,700,000 110 ≥4.2x
Make Joke Of 12,400,000 65 ≥4.1x
Shemaroo 48,900,000 11,734 ≥1.6x
Shemaroo Filmi Gaane 66,300,000 8,643 ≥1.6x
Goldmines Gaane Sune Ansune 39,200,000 3,596 ≥1.6x
SET India 162,000,000 119,194 ≥1.4x
Goldmines 89,900,000 6,803 ≥1.4x
Goldmines Bollywood 27,300,000 3,860 ≥1.7x

What Videos Are They Watching in Filmi?
BHAI TERA GUNDA SE | Narendra 17-Mar-2023 52M ≥0.0x
SONPARI (Official Video) | Mon 06-Jul-2022 51M ≥0.0x
Tere Vaaste | Zara Hatke Zara 22-May-2023 272M ≥0.0x
What Jhumka? | Rocky Aur Rani 11-Jul-2023 133M ≥0.0x
Barsaat Ke Mausam Mein | Naaja 25-Sep-2021 130M ≥0.0x
Tere Ishq Mein Naachenge | Raj 24-Sep-2021 151M ≥0.0x
Tum Agar Saath Dene Ka Vaada K 19-Apr-2023 9M ≥0.0x
मोर भंजगया का मनाई दे ओ भेरोना 16-Jul-2022 5M ≥0.0x
Aitbaar Nahi Karna - 4K Video 04-Aug-2020 154M ≥0.0x
Dil Kehta Hai | Akele Hum Ake 12-Nov-2020 129M ≥0.0x

What Videos Are They Watching in Indian Music?
Jale (Official Video) | Sapna 07-Jan-2023 73M ≥0.0x
Pani Chhalke (Official Video) 04-Feb-2022 179M ≥0.0x
Villain Rhn De (Bandook Utha) 18-Jun-2022 99M ≥0.0x
Bhartaar (Official Video) : Su 13-Oct-2022 87M ≥0.0x
BIRTHDAY (Full Video) Bintu Pa 18-Jul-2023 12M ≥0.0x
COCO COLA (Full Song) | Ruchik 04-Sep-2020 870M ≥0.0x
#Video | सेंट गमकउआ | #Shivani 18-May-2023 148M ≥0.0x
#Video | चूल्ही में झोंक दी | 16-Mar-2023 100M ≥0.0x
Aye Mere Humsafar Full Video S 07-Jul-2016 358M ≥0.0x
Dilnashin Dilnashin Lyrical Vi 04-Sep-2019 221M ≥0.0x

What Videos Are They Watching in Movies?
Jana Gana Mana (HD) - National 07-Aug-2014 107M ≥0.0x
Jeet {HD} - Salman Khan - Sun 31-Aug-2015 261M ≥0.0x
तेरी बंजारन रस्ता देखे - Teri 19-Apr-2014 304M ≥0.0x
Jo Beech Bajariya Tune | Ansh 22-Jul-2015 301M ≥0.0x
Zihaale - E- Miskin (Original 25-Sep-2015 276M ≥0.0x
जीता था जजसक
े जिये HD - जदििाि 05-Nov-2015 258M ≥0.0x
Gadar 2 Ke Saath Masti | Sunny 16-Jul-2023 10M ≥0.0x
Ameesha Patel जकसको िगींमहंगी 19-Jul-2023 14M ≥0.0x
Sarrainodu (4K ULTRA HD) Full 22-Jul-2022 273M ≥0.0x
Sooryavansham – Blockbuster Hi 01-Nov-2020 453M ≥0.0x

Reach them on YouTube
Audience Reach Index Share
Green Living Enthusiasts 13M ≥15x 27%
In the market for Government & Public Sector Jobs 8M ≥15x 27%
Public Transit Users 14M ≥15x 43%
Avid Investors 30M ≥15x 52%
Light TV Viewers 30M ≥15x 52%
Anyone 18+ 60M ≥15x 100%
Outdoor Enthusiasts 15M ≥15x 30%
Dance (Germany) YouTube lineup 38M ≥1x 71%

UP Media Consumption.pptx

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