YouTube has outstripped traditional television in some Hindi-speaking states of North India and the North East in terms of audience reach, says a recent report from EY on the media and entertainment sector. 

With nearly 467 million users and a reach of 90 per cent, YouTube is not only the largest (over-the-top) OTT player in India, but it has also surpassed Television in Bihar, Jharkhand and north-east states in terms of reach. In Uttar Pradesh, Uttarakhand and Delhi, YouTube and TV are at par.

This surge in YouTube's dominance is attributed to the proliferation of high-quality and niche content on OTT platforms, coupled with the increasing adoption of Connected TV in the country.

In contrast, states in the western and southern regions such as Maharashtra, Andhra Pradesh, Tamil Nadu and Karnataka, which are marked by higher levels of development, still exhibit a preference for television as the primary medium, as revealed by the latest EY report on the media and entertainment sector. Notably, YouTube has 61% of TV’s reach across India. 

The report sheds light on the evolving landscape of video consumption in India, highlighting a notable shift towards digital platforms in the country's mobile-first economy. 

It emphasizes YouTube's role in offering a diverse array of multilingual and individually curated Indian and global content, including premium offerings from broadcasters and studios. The growth of wired and wireless broadband, reaching approximately 38 million households, along with the surge in smart TV sales, has significantly contributed to the increased consumption of YouTube, with the overall connected TV base estimated to be between 30 to 35 million households, according to the report.

Furthermore, the rising preference among GenZ for personal viewing and video content over written text has fuelled video consumption along with the creator economy, thereby enabling YouTube to broaden its reach across both rural and urban India.

Commenting on the growth trajectory, an advertising executive remarked, "With India boasting 700 million internet users and 600 million smartphone users, second only to China in terms of user numbers, advancements in AI tools and the advent of 5G data are poised to further propel YouTube's growth in the days ahead."

In addition to its existing offerings such as Shorts, Podcasts, and Music, YouTube also plans to diversify its portfolio by introducing Playables, in-app games, in India catering to the entertainment needs of its users. Presently, Playables is accessible only to Premium users.

Google India reported a substantial ad revenue of Rs 28,000 crore in FY23, reflecting a noteworthy 12.5% year-on-year increase, with YouTube serving as a significant contributor to Google's advertising revenue stream.