As the number Internet users in India Increase — now totaling 26% of the nation — the country has quickly become home to the second largest online market, ranked only by China. With the increase in traffic, research companies are able to paint a clear picture of what preferences the nation holds towards online platforms like YoutTube and Facebook — important data to understand for anyone looking to break in to the fairly untapped market.
Vidooly, India’s leading video intelligence platform, recently conducted a study in which it found that Indians are consistently logging into Facebook for their daily news intake, while YouTube is predominately being used for music. In order to understand India’s viewership habits, Vidooly tracked anonymous viewership habits of 641 million plus viewers between the ages of 18 – 65 on Youtube and Facebook across all platforms including desktop and mobile in September 2017.
With over 3 billion views, music videos on YouTube was a hot favorite among Indians followed closely by entertainment videos with 2.4 billion views. Video content for kids ranked third with 1.3 billion views in September alone.
When it comes to Facebook — which India has overtaken to become the largest country audience with a total 241 million active users, compared to 240 million in the US — news videos were the most watched content with over 1.58 billion views. In second were entertainment videos with 1.06 billion views. The top 10 Facebook pages with most views in September were ABP News, Dainik Bhaskar, Aaj Tak, Vijay Television, ABP Majha, ABP Live, Hebbar’s Kitchen, The Amit Bhadana, The Times of India and Aashqeen1.
“Undoubtedly, YouTube is India’s default music player and the most popular source for accessing music content. On Facebook however, news videos garner higher viewership compared to entertainment,” explained Subrat Kar, CEO of Vidooly. “We have witnessed a rising trend across music, entertainment and news videos as viewership and the average watch time across these platforms has grown by over 40% with growth primarily rising in Tier 2 and Tier 3 towns.”
Despite Facebook being the go-to destination for news compared to Google-owned YouTube, when looking at preference for entertainment content YouTube still takes the gold garnering almost double the views than the social media giant. This difference in viewership can be largely attributed to YouTube’s active promotion in the Indian market. The company recently put its efforts behind Indian creators with the launch of its new campaign #SeeSomethingNew, which puts the spotlight on top Indian content creators across categories like Food, Comedy, Music and Tech.