How the Ingenuity of Indian Creators and Fans is Shaping a New Digi...

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#creatingforIndia
YEARS
ARCHITECTS
OFAPARALLEL
FRONTIER
How the ingenuity of
Indian creators and evolving
preferences of f...

01
Milestones 02
Culture 03
Creativity 07
Creator Economy 11
Consumption 15
What’s in store next 19

YouTube launches
localized website
in India
2008
First YouTube FanFest
in India
2014
The first Paid Digital Good,
Super Ch...

CULTURE
CULTURE
The blurred line between
viewer and creator is
defining the culture of
the moment
CULTURE

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POP
CULTURE
Back when moments such as
Kolaveri Di or Dhoni’s iconic six
captured people’s hearts and minds,
these ‘viral’ ...

05
When YouTube first launched in India,
it offered a window to the world of
International pop culture. Today,
creators an...

06
of users agree that they
can easily find content
on YouTube in their
preferred language.
From India’s K-pop army to fan...

CREATIVITY
CREATIVITY
Creation is commonplace
CREATIVITY

08
67%
In 2022, more
people created
content on YouTube
than ever before.
of Gen Z surveyed say
that they used a filter,
fe...

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The simplicity of
creative tools is
democratizing
creation and creativity
is no longer the
bastion of urban
creators and a...

10
Video was mostly defined by a single
content format. Today, audiences seek
out content across formats - long form,
shor...

A parallel economy
emerges… and is thriving
CREATOR
CREATOR
CREATOR
ECONOMY
ECONOMY
ECONOMY

12
@MaxHealthcarevideos
56.2K SUBSCRIBERS
For viewers, multi-language audio
means they can now watch videos
dubbed in thei...

An expanded canvas of
formats and creation tools
means that more people
have the access and
opportunity to express
themsel...

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14
As early creators found their early
viewers, from across the world, it
heralded the start of what would
become one of t...

What viewers want
CONSUMPTION
CONSUMPTION
CONSUMPTION

16
Today, YouTube has journeyed
from being the home of niche
urban entertainment-led fandom
to an engine where Indians are...

NEW LEVELS
OF FANDOM
17
As the digital environment
evolves, fandom is becoming
more stratified, with new levels
of partici...

18
71%
of people (online
18-44-year-olds) responded
that they agree that they
watch videos about a specific
topic that the...

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WHAT’S IN
STORE NEXT?
WHAT’S IN
STORE NEXT?
WHAT’S IN
STORE NEXT?

20
Evolution in technology is
democratizing complicated forms
of self-expression, introducing us
to a world where unique i...

21
80%
In 2022,
the number of
channels that
uploaded to Shorts
daily grew over
The combination of these
two trends is goin...

22
Artists and creators have been able to use
YouTube as a flipboard to building
successful online and offline businesses ...

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