In what is considered a huge revelation that should grab the attention of ad creators and brand promoters, 90% of YouTube's audience in India is on mobile. In a report published by Mindshare India and online video intelligence and analytics platform Vidooly, it was also learned that the millennial audience remains the most active group on YouTube in India, with 70% of viewers coming from the age group 18. -34. 90. "Over 20.5% of views on YouTube were from mobile devices," the report says. And unsurprisingly, with people confined to their homes due to the lockdown, YouTube posted a 30,000% increase in subscriber base in India, while the video-sharing platform garnered more than 2020 billion views. in the first quarter of XNUMX.
Growing audience
According to the report, the Google-owned platform saw an audience increase of 13% in Q2020 2019 compared to Q11 2019 and 19% compared to Q4 1,5. The report, titled " COVID-23: Impact on video consumption trends", also highlighted the increase in content consumption. He said the average user time has risen to more than 18 hours a day (up from 34 hours previously) since the lockdown began on March 70. The youth group was the dominant group on YouTube, with viewers between the ages of XNUMX and XNUMX accounting for almost XNUMX% of the audience.
Covid-19 rules here too
Reflecting the theme of the day, Covid-19 related content saw an increase of 98% in terms of views and 19% in terms of engagement on the platform. Naturally, with schools and colleges coming online, the field of education has seen a huge 120% increase in the number of downloads since the lockdown went into effect. Music saw consumption drop 9% during the lockdown period, suggesting that viewers now have the time and mental bandwidth to consume more long-form content on the platform. Food and recipes, games and information also saw a 52%, 23% and 42% increase in viewership, respectively. But amid the surge in viewers, it's also a fact that ad rates have dropped on the platform due to the foreclosure-induced economic crisis across the globe.