YouTube is investing in AI tools to empower creators in India and generate more revenue, highlighting the platform’s commitment to the creator economy.
Gautam Anand, vice president of YouTube Asia Pacific, spoke with PTI on the sidelines of the first edition of the World Audio Visual and Entertainment Summit, which launched here on Thursday, saying the platform is investing in a growing commercial and brand trading business.
“We continue to be home to the Creators Economy. Over the past three years, we have laid the foundation for the great growth of the creator economy, spanning over Rs 21,000 for creators and partners, media companies and music labels in this market.
“I think this figure shows that our goal is to continue to provide the best possible tools, such as using AI to improve our creators’ ability to create and provide multiple ways to generate revenue,” Anand said.
“Creators are interested in fame and good fortune. If we can enable both of them, we will remain home for them,” he said.
Earlier on Thursday, YouTube CEO Neal Mohan announced at the summit the company’s plan to invest Rs 850 over the next two years to accelerate the growth of Indian creators, artists and media companies amid the boom.
YouTube uploaded more than 100 million channels from India to the platform last year, showing that over 15,000 people have more than 1 million subscribers.
In addition to that, last year, content produced in India has earned 45 billion hours of watch hours from overseas viewers over the past three years alone, while YouTube has paid more than Rs 21,000 to Indian creators, artists and media companies.
He said that India has always been one of the most important markets for the platform, and that when it comes to providing creators with multiple ways to acquire and promote, most of the revenue they acquire through the partner program is shared with creators.
Plus, while many brands and advertisers are shifting their budgets to social and brand deals, there is a new form of monetization, and the platform is looking at ways that can drive relationships between brands and the right creators.
“We have multiple revenue streams, including advertising. In addition to that, we are investing in commercial growth, growth in our brand trading business and improving our fan funding products,” he said.
He said that in countries where content from the southern region is migrating to different regions of India, there is a tendency for sterilization cross-pollination, which now gives the feeling of a one-content market.
