[MUSIC PLAYING]
SATYA RAGHAVAN: Hello, everybody,
and welcome to the second edition of YouTube Brandcast
Delivered.
So you know, I subscribe to at least 720--
no-- 826 YouTube channels.
For me, this has ranged from watching Hindi English
and Tamil movie trailers and reviews to watching the latest
infusion music.
But on most weekends, you'll find me
in my kitchen watching a recipe video,
trying to learn how to make better rasam than my mom.
YouTube has always been there for whatever
need I have at that moment.
And that's really the beauty of it all, right?
YouTube is massively personal.
Last year, however, I found a whole new meaning
in how I related to the platform.
And as I dug deeper, I found I wasn't alone.
In a year that has challenged us to be together apart, all of us
were looking for silver linings and positive associations.
And YouTube became that place for many Indians,
from watching home tours by our creators
back in their villages, to people acing their chess moves
at home, from planning a pandemic wedding,
to some unconventional adoption announcements.
All that and much more, it gave us
tremendous hope and positivity through all that uncertainty--
one of the big reasons why they claim
that YouTube is the number one platform they would
miss if it wasn't available.
But that's not all.
I also saw how the nuances of personal and professional
growth have seen a seismic shift from last year to now.
No wonder 85% of video viewers say
YouTube helps them learn or improve skills
they're deeply interested in.
Guess what skill I picked up?
[GUITAR NOTE]
While parents continue to indulge in at-home learning,
we saw aspirants tune into live streams
from across the country to crack their UPSC, NEET,
and many other such competitive exams
with the help of learning experts on YouTube,
truly democratizing access to education
and empowering one of the largest communities of learners
in India.
But that's not all.
68% of video viewers say YouTube is created by people like them.
And we see this manifesting through some
of the most groundbreaking creators on YouTube.
One such creator is Taskeen Basha, one of my favorite.
Who along with her husband, Sugandh Rakha
runs a channel called "The Urban Fight."
Their content is a literal multiverse all catering
to the various needs of their community.
And the channel has now over 2.5 million subscribers.
How do they keep their audiences engaged?
Well, let's hear it from Taskeen herself.
Over to you, Taskeen.
TASKEEN BASHA: Hi.
I am Taskeen.
The fundamentals of video viewership have changed,
and the questions people are asking
are, what should we watch?
Where should we watch it?
How is our identity connected to what we watch and share?
People are turning to YouTube to answer some of these questions.
Our audience connects with us.
Because just like them, we have given terrible interviews,
struggle to speak in English, and have spent our paychecks
partying on Friday nights.
Don't tell my mom.
And yet, here I am.
Despite giving bad interviews, I got selected
in some pretty good companies.
Despite fearing English, I represented India
at the world championship of public speaking.
And despite being money-careless,
I have generated passive sources of income so that my maternity
break is peaceful--
[CRYING]
--almost.
Today's users are looking for content
that not just entertains them but also enriches their lives.
From 15 second shorts on beauty tips,
to 30 minute tutorials on investment for beginners,
from online shopping hauls, to vaccination blogs,
from entertainment to information--
today's users want it all, and they want it now.
The authentic connection we build with our fans,
resulting in communities that look more like friendships
than fanships.
This very trust that our audience
puts in us and our content is the sheer reason
why we have seen a massive growth in the creator ecosystem
as well.
From 2,500 YouTubers last year, YouTube now
has 4,000 plus channels, with more than a million
subscribers.
And people love YouTube.
It empowers them and helps them explore their passions,
no matter how niche they are--
a place that brings them hope, inspiration,
and a sense of belongingness.
This is how YouTube works for people.
This is how YouTube works for India.
[MUSIC PLAYING]