YouTube Shorts Hits a Trillion Views; CEO Praises Indian Creators
YouTube has introduced a variety of new ad formats designed specifically for connected TV (cTV) and Shorts. This move aims to boost engagement and improve results for brands.
YouTube Shorts, the 60-second video format launched globally in India in 2020, has now surpassed a trillion views, YouTube CEO Neal Mohan announced on Wednesday. Speaking at the YouTube Brandcast 2024 event, Mohan emphasized the significant global influence of Indian content creators and highlighted YouTube’s role in storytelling.
“Indian creators are making videos inspired by local trends that go on to define global culture. YouTube is number one in reach and watch time in India. And we just passed a huge milestone. Shorts, which we first launched in India, now have trillions of views here,” he said.
YouTube CEO Neal Mohan announced at the YouTube Brandcast 2024 event that YouTube is the most streamed service on Connected TVs (cTV) in India, with viewership growing fourfold in the last three years. Highlighting the global impact of Indian content creators, Mohan noted:
“Indian creators are making videos inspired by local trends that go on to define global culture. YouTube is number one in reach and watch time in India. And we just passed a huge milestone. Shorts, which we first launched in India, now have trillions of views here.”
Mohan emphasized the evolution of content creation in India, where creators and artists now have sophisticated business strategies, writers’ rooms, and production teams, redefining entertainment, news, and education while driving growth on YouTube.
To enhance engagement and results for brands, YouTube unveiled new ad formats for cTV and Shorts. These include interactive stickers, gestures, and animated image ads for YouTube Shorts, as well as Pause Ads and Branded QR codes for cTV. Pause Ads allow for non-intrusive viewer engagement during content pauses on the big screen, while Branded QR codes extend reach beyond YouTube to premium broadcasters on OTTs via DV360.
“These new ad formats will enable brands to harness the influence, cultural impact, and interactive potential of Shorts and Connected TV, while catering to the evolving needs of advertisers,” a company statement said.
“YouTube is where India comes to connect, be entertained, and be inspired, regardless of whether it’s a Connected TV screen or a mobile one. TV viewing in India has undergone a fundamental shift. We’re committed to leading this change by providing the best Connected TV experience and creating ad formats that seamlessly connect marketers with their audiences, on any screen and any format,” said Shekar Khosla, Vice President, Marketing, Google India.
