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Culture Machine, OML, Qyuki, TVF announce new originals on YouTube
MUMBAI: YouTube’s content partners Culture Machine, OML, Qyuki and The Viral Fever (TVF) are set to launch four new original properties on YouTube. This marks another milestone in the breakneck growth of the Indian YouTube creator community.
First out of the gate in April will be #LaughterGames, where nine comedy creators will launch their own comedy web series, featuring among others, YouTube comedians such as East India Comedy, Put Chutney and Kenny Sebastian, who are also starring in today’s YouTube FanFest.
In the coming months, Culture Machine will be launching ‘Beauty Hunt’, a beauty/style-centric programme, while OML will launch the second season of its successful ‘Comedy Hunt’, the search for India’s next top comedy act.
Qyuki will launch ‘Jammin’, a show featuring Bollywood composers and YouTube music creators, while veteran web show creators TVF will be launching a search for the next generation of web series creators.
In the South, we will also see a Tamil comedy hunt with ‘Vision Time’, a Telugu comedy hunt with ETV, and ‘Katha’, a Tamil/Telugu web series property, later in the year.
YouTube said that the success of homegrown YouTube creators such as All India Bakchod, TVF, as well as the massive following of Indian-Canadian comedian Lilly Singh aka ||Superwoman||, has inspired thousands of young Indian creators to step forward to launch their own channels on YouTube. These aforementioned top creators, as well as some the fastest-growing independent creators in India, will be performing live at YouTube FanFest presented by Pepsi, Amazon India, Pantene and Clean & Clear, now in its third year in India.
YouTube claims that its growth in India has been meteoric: while overall watch time in India has grown by 80% YoY (with 55% of that watch time on mobile) and the hours of video uploaded from India has increased at 90% YoY, content uploaded by India’s independent creators has risen especially quickly. For instance, watch time of independent musicians grew over 92% YoY; comedy and entertainment grew 100% YoY; and beauty and fashion videos have grown over 138% YoY. Another notable area of watch time growth came from the South, with Tamil and Telugu content seeing a 75% spike in YoY growth.
YouTube India head of entertainment content Satya Raghavan said, “India has undergone a content creator revolution. Over the last few years, Indian YouTube creators have gained millions of new subscribers and have taken over the imagination of the youth in India. In our view, 2015 was a breakout year for the young industry and the ecosystem has really evolved in India, with mobile driving massive growth for online video consumption. Now, we’re seeing online creators break open the gates for a whole new kind of entertainment for Indians online, with advertisers looking to tap into this space in a meaningful way.”
Here are India’s most popular and fastest-growing YouTube creators based on their YouTube channel subscribers:
|Most Popular in India||Fastest growing new creators|
|All India Bakchod*||SANAM*|
|The Viral Fever Videos||BB Ki Vines|
*Appearing at YouTube FanFest
YouTube FanFest is set to take centre stage on 18 March at the NSCI Indoor Stadium in Mumbai. All general admission tickets were snapped up within one hours. For those who cannot make the live show, YouTube FanFest will be live streamed at http://www.youtube.com/fanfest. Follow every moment at @youtubefanfest or follow the hashtag #YTFF on social media.