YouTube Shopping Expands in India to Empower Creators and Viewers
Google-owned YouTube announced the expansion of shopping features in India, it said, which will focus more on opening new revenue opportunities for creators and help viewers discover products from their favorite channels. The YouTube Shopping affiliate program is the latest service that gives Indian creators an exclusive avenue to diversify their income as they build a stronger connection with their audiences.
This can generate revenue for creators eligible for the program when viewers then make a purchase on the retailers' sites following a click-through from the video. YouTube Shopping has been successful globally, Travis Katz, General Manager and Vice President of Shopping at YouTube, said. More than 30 billion hours of shopping-related content were viewed in 2023. It is also rolling out the YouTube Shopping affiliate program in India, starting with Flipkart and Myntra. "We are now taking this same momentum to India with the launch of the YouTube Shopping affiliate program starting with Flipkart and Myntra", he declared while stressing very strong connections between creators and their audiences.
Brands are evolving the way they present their products and engage with customers through digital video. Commenting on the development, Ravi Iyer, Senior Vice President and Head of Corporate Development and Strategic Partnerships at Flipkart Group, said Flipkart and Myntra have over 500 million registered customers, and the companies understand the ever-changing shopping needs of a diverse consumer base.
A recent 'e-Conomy India' report has shown that household consumption is likely to double by 2030 as the digital boom in India continues, making digital commerce increasingly integral to day-to-day life. More than 110,000 YouTube channels in India enjoy more than 100,000 subscribers, which marks the trust and authenticity of the creator ecosystem on YouTube. More than 65% of Indian consumers trust YouTubers more than traditional celebrities, making the platform one of those sites capable of influencing purchase decisions through authentic connections.
With Indian consumers increasingly embracing digital platforms, YouTube is evolving to meet those needs by connecting creators, viewers and brands in seamless and engaging ways", said Ajay Vidyasagar, Regional Director for APAC at YouTube.
