YouTube Aims to Take On Amazon Prime Video and Netflix by Bringing Originals to Indian Audience

Google’s video streaming platform, YouTube is looking to take on Amazon Prime Video and Netflix which, in recent times, has garnered a lot of interest from Indian audience, thanks to the Original content. In a similar manner, YouTube is bringing in ‘Originals’ for the Indian audience, and as a first step, the Google-owned company has teamed up with music maestro AR Rahman for its first such show in the country. YouTube will showcase ‘ARRived‘ – its first original content from India in the coming weeks under an ad-supported model. While it offers ‘Originals’ in some countries under a subscription model, YouTube still hasn’t decided on a date for launching its paid service in India yet.

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YouTube Originals Will Be Free in India For Now

“Affordable data costs are driving video consumption in India, data usage is about 8GB a month per subscriber. This has pushed online video consumption as well, which is now about 75% of all mobile traffic as per industry reports,” YouTube India Head of Entertainment Satya Raghavan told PTI.

YouTube is Going Great Guns in India

YouTube has gained tremendously from this trend and reaches 245 million unique users per month with daily active viewer base growing at 100% year-on-year, he added.

Players like Netflix and Amazon Prime Video which operate on a subscription model have been investing millions of dollars in creating original content, including from India.

YouTube Wants to Take on Netflix, Amazon Prime Video

Netflix, for example, recently showcased Sacred Games and Ghoul that were made in India. It is also lining up more originals from India, including content based on ‘Bard of Blood’ and Salman Rushdie’s book Midnight’s Children. Amazon Prime Video, on its part, has released original series like Inside Edge and Breathe as well as shows like Remix and Comicstaan.