YouTube Shorts, the 60-second video format that debuted globally in India in 2020, has surpassed a staggering trillion views, YouTube CEO Neal Mohan announced on Wednesday. Speaking at the YouTube Brandcast 2024 event, Mohan emphasized the profound impact of Indian content creators on the global stage.
Highlighting YouTube’s significant role in storytelling and cultural exchange, Mohan noted, “Indian creators are making videos inspired by local trends that go on to define global culture. YouTube is number one in reach and watch time in India. And we just passed a huge milestone. Shorts, which we first launched in India, now have trillions of views here.”
Mohan also pointed out that YouTube has become the most streamed service on Connected TVs (cTV) in India, with viewership growing fourfold over the last three years. “These creators and artists have business strategies, writers’ rooms, and production teams. They’re creating programs that people love to watch. And along the way, they’re redefining entertainment, news, and education. And they’re driving growth on YouTube,” he added.
To further enhance engagement and deliver better results for brands, YouTube unveiled a series of new ad formats for cTV and Shorts. Among these are interactive stickers, gestures, animated image ads for Shorts, and innovative ad formats like Pause Ads and Branded QR codes for cTV. Pause Ads enable non-intrusive viewer engagement during content pauses, while Branded QR codes extend reach beyond YouTube to premium broadcasters on OTTs via DV360.
“These new ad formats will enable brands to harness the influence, cultural impact, and interactive potential of Shorts and Connected TV, while catering to the evolving needs of advertisers,” YouTube stated.
Shekar Khosla, Vice President of Marketing at Google India, further reinforced YouTube’s commitment to innovation in the Indian market. “YouTube is where India comes to connect, be entertained, and be inspired, regardless of whether it’s a Connected TV screen or a mobile one. TV viewing in India has undergone a fundamental shift. We’re committed to leading this change by providing the best Connected TV experience and creating ad formats that seamlessly connect marketers with their audiences, on any screen and any format,” Khosla said.
