After one-and-a-half years of being in the US, YouTube finally launched its YouTube Kids app in India recently. With the launch, several Indian content creators will be adding new shows to the app, including shows by ChuChuTV and Kids TV. “We’re seeing phenomenal growth for YouTube here. In fact, the watch-time on YouTube India has grown 87% over the past year,” says YouTube’s global head (family and learning) Malik Ducard. “While music and entertainment are big categories, over the past few years, we have seen children and learning content becoming the fastest growing content vertical from India with watch time growth rate exceeding 100% year-on-year.”
The success of YouTube creators like ChuChuTV, HooplaKidz, USP Studio and Videogyan has inspired many more to embrace the platform.
Children in India watch Indian and international content equally and there is huge demand for content in several local languages as well. As more users come online and smartphone penetration increases, one can expect this category to see robust growth.
Agrees ChuChu TV founder Vinoth Chandar, adding that the platform, after the success of its original channel, started a secondary channel, ChuChu TV Surprise, as it witnessed 200% growth year-on-year. “This, even after being a late starter in the category. Quality content is the key to engage with children as well as their parents,” he says.
Over-the-top content, which recently saw a boom in the Indian market, is quick to catch on to young audiences too. “We are all fighting for the time and audience,” says Uday Sodhi, head, digital business at SonyLIV, adding that TV still consumes the largest chunk of the pie, but soon everyone will gravitate towards smaller screens as children are not appointment viewers.