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India Becomes Top-Priority Gaming Creator on YouTube

To promote Indian content creators, YouTube is set to kick off its "NextUp for Gamers" initiative in Chennai

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YouTube
More than 200 million gamers come to YouTube every single day globally to watch gaming videos and streams. In 2018, they watched over 50 billion hours of gaming content on the platform. Pixabay

Unrepresented in the global online gaming community till couple of years back, India today is churning out next-generation of gaming creators on YouTube and the momentum is picking up fast not only in English and Hindi but also in vernacular languages, a top company executive said on Monday.

Games like PUBG have created a sizable livestreaming community in India which is the third largest gaming market for the Google-owned video-sharing website, which last reported over 265 million monthly active users in the country.

“India is the top-priority gaming market for us in the APAC region. We are excited to see a growing livestreaming community on YouTube from here and will extend all our support to help them gain further ground,” Ines Cha, Head of Creator Ecosystem and Gaming Partnerships, APAC, YouTube, told IANS.

“The Indian gaming creators were waiting for so long. They were so hungry to showcase their gaming skills to the world. Seeing their passion and engagement, we will double down on our efforts to help them create more useful content like in the field of education,” Cha added.

More than 200 million gamers come to YouTube every single day globally to watch gaming videos and streams. In 2018, they watched over 50 billion hours of gaming content on the platform.

In India, PUBG Mobile videos are over 15 times more frequently uploaded while “Garena Free Fire” (mobile game) videos are fine times more frequently uploaded in India compared to the rest of the world.

“Gaming content in India used to be mostly in Hindi and English. Now we’re seeing the rise of gaming content in other Indic languages such as Marathi, Tamil, Bengali, Telugu and Malayalam. Non-Hindi creators with less than 5,000 subscribers in 2018 are hitting six-figure subscriber numbers today,” informed Cha.

YouTube
The time is ripe to see the Indian gaming ecosystem explode and YouTube will make sure it is right there for the gaming enthusiasts. Pixabay

Livestreaming continues to be an area of growth for creators, with watch-time increasing by 10 times over the last three years.

Among the most-viewed genres in India are Battle Royale, Action Adventure, and Sandbox games such as PUBG Mobile, GTA5 and Minecraft.

In Chennai, the most popular game is “Garena Free Fire” while PUBG Mobile is very popular in Mumbai.

Back in 2017, there was only one channel in the gaming genre over one million subscribers — CarryMinati — which was also an entertainment first channel doing commentary on gameplay.

Over the last two years, there has been a shift from entertainment-led gaming content to core gaming, including live streaming, e-sports and tutorials in local and regional languages, says YouTube.

YouTube
India today is churning out next-generation of gaming creators on YouTube and the momentum is picking up fast not only in English and Hindi but also in vernacular languages. Pixabay

The growth of online gaming in India has exploded over the past few years.

Some of the leading creators include Dynamo Gaming with over 5.61 subscribers, Mortal with over 3.39 million subscribers and CarryisLive with 2.97 million subscribers.

To promote Indian content creators, YouTube is set to kick off its “NextUp for Gamers” initiative in Chennai on November 21.

Launched in India last year, the initiative provides creators with an opportunity to be mentored by production and channel development experts in new production techniques to further enhance their content.

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“The time is ripe to see the Indian gaming ecosystem explode and YouTube will make sure it is right there for the gaming enthusiasts. The momentum is all across the country and is not just limited to few cities,” said Cha. (IANS)

Next Story

YouTube India to Focus on Regional Languages For Driving Creator Growth

According to the company, for the past several years, video has increasingly been a medium that inspired and fascinated Indians and also became the canvas for their imagination

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YouTube
YouTube creators have become effective storytellers, with more than 1,200 Indian creators crossing the one million subscriber milestone, while just five years ago, there were only two creators with a million subscribers on the platform. Pixabay

Google-owned YouTube, which has more than 265 million monthly active users in India, will focus on regional languages to drive the growth of creators on the platform in 2020, a top company executive has said.

According to Satya Raghavan, Director, Content Partnerships, YouTube in India, the company’s focus on Indian languages will continue and it will encourage more creators to find success on the video sharing platform in the next year.

“In the last three years we saw good growth in regional languages, especially Tamil, Telugu and Malayalam. We saw uptake for content in Tamil initially, and Telugu and Malayalam picked up later too,” Raghavan told IANS on Friday.

Other languages such as Bengali, Punjabi, Gujarati, and Marathi started to evolve on YouTube India in 2016.

These Indian languages continued expanding their verticals, from comedy to gaming to beauty, and today they have a full range of content on the popular video sharing platform.

“In the twelfth year of YouTube’s journey in India, 2019 has proven to be a coming-of-age year in more ways than one,” he noted.

This year, genres such as farming, gaming and learning, grew into categories worth mentioning on YouTube, and hit massive reach and engagement.

According to the company, across categories, women creators were seen leading from the front.

YouTube
Google-owned YouTube, which has more than 265 million monthly active users in India, will focus on regional languages to drive the growth of creators on the platform in 2020, Pixabay

While 2016 had just one woman YouTube creator with a subscriber base of over one million, this year saw that number shoot to 120 women YouTube creators with over a million followers.

Asked if women creators did particularly well in a specific genre, Raghavan replied: “They did well in almost every category.”

To further encourage the engagement of viewers and also the growth of creators and content, the company will focus on learning and gaming verticals in the next year.

“We expect to focus more on growing the learning vertical, and especially gaming which will continue to see uptake among people,” noted Raghavan.

Earlier this year, the company, at its annual flagship event Brandcast, had said: “India is now both our biggest audience and one of our fastest growing audiences in the world. YouTube today has become the first stop for users to consume content, whether they’re looking for entertainment or information.”

YouTube
Other languages such as Bengali, Punjabi, Gujarati, and Marathi started to evolve on YouTube India in 2016. Pixabay

YouTube creators have become effective storytellers, with more than 1,200 Indian creators crossing the one million subscriber milestone, while just five years ago, there were only two creators with a million subscribers on the platform.

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According to the company, for the past several years, video has increasingly been a medium that inspired and fascinated Indians and also became the canvas for their imagination. (IANS)