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Google’s YouTube, according to comScore research, had 183 lakh (18,300,000) unique users in India in September.
The realisation came when YouTube saw people’s response to its video streaming of the IPL matches this year.
“We had expected around 10 million users doing quick catch-ups of seven-eight minutes each on the IPL matches. We got over 55 million unique views, with each view lasting, on an average, over 50 minutes,” said Kiran Mani, business head, Google India.
Monetising of such “premium content” for YouTube will happen through advertisers, especially FMCG advertisers, said Mani. For example, Nestle picked up the sponsorship of Bigg Boss on YouTube.