Content studios turn to YouTube to launch new originals despite surge in premium streaming platforms
YouTube has become the preferred debut platform for some originals put out by content studios despite the lure of video streaming companies Netflix, Prime Video and JioHotstar in the country.
While Aditya Birla-owned Applause Entertainment has launched a kids' animation channel ApplaToon on YouTube, The Viral Fever (TVF) has dropped shows such as MitronPolitan and Very Parivarik on the platform even after the success of originals such as Panchayat on OTT platforms.
Experts said programming that doesn't require massive upfront investment can find its true value on YouTube, where the company can own the brand and build a dedicated fandom, unlike deals with OTT platforms that often require giving up on intellectual property (IP). Partnerships on YouTube are based on revenue-sharing arrangements, unlike streaming services, many of which are cutting down on budgets and negotiating hard margins on productions.
'For premium shows, subscription-based streaming platforms deliver targeted reach and offer a better monetisation model to the studios. By contrast, YouTube's ad-supported, open-access model offers unparalleled scale and speed, especially for kids' IP as over 60% of kids watch animation there," said Prasoon Garg, chief business officer of Applause Entertainment.
Also Read | YouTube invested ₹210 billion in India's Creator Economy, commits ₹8.5 billion more
Launching shows on its YouTube channel lets the company publish without platform curation, leverage real-time analytics and viewer feedback to refine episodes, and cultivate a passionate fan community that can power downstream monetisation through licensing deals, subsequent seasons, games, brand partnerships and merchandise, Garg added.
In an earlier interview with Mint, Vijay Koshy, president of TVF, had said the company is developing some shows irrespective of whether there is an immediate OTT buyer or not because it believes some stories need to be told.
Wider reach
'There are times when platforms don't see immediate value, so we go ahead and make it on YouTube or any other AVoD (advertising-based video on demand) platform," Koshy had said, adding that subsequent seasons of several shows are picked up by OTT platforms once they debut on YouTube.
Also Read | OTT platforms gain ground in India, but YouTube's dominance endures
Experts emphasised that YouTube's ad-supported platform allows anyone to upload content, removes subscription barriers and promotes content on both local and global recommendation feeds, unlocking far wider reach. On the other hand, OTT services depend largely on paid subscribers and a curated content line-up.
On the revenue side, YouTube follows a long-tail model: studios earn through ad revenue sharing, brand integration, memberships and commerce features that grow over time. OTT platforms, in contrast, provide upfront fees, giving predictability but capping long-term upsides.
Nitin Burman, group chief revenue officer of Balaji Telefilms Ltd, agreed that YouTube provides the maximum reach to content creators. From niche to mass, there is an audience for every content type on Youtube.
As an AVoD platform, it penetrates deep into the country and gives a chance to create content that is tailor-made on the basis of region, language, and so on, he said.
Also Read | YouTubers, digital content creators struggle to find mainstream draw
'The choice of launch platform depends on the content's intent, format, and audience. Launching originals directly on YouTube, especially for genres that resonate with mass, digital-first audiences, can be an effective strategy," said Saurabh Srivastava, chief operating officer - digital business at Shemaroo Entertainment Ltd. 'It's not just about views anymore; it's about building communities around content. YouTube allows us to create that loop. In a market like India, where content consumption is diverse and evolving by the day, being platform-agnostic yet audience-first is key, and that's exactly the balance we're building."
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
The Hindu
an hour ago
- The Hindu
'Aaru', ICCW's new music video, strings together Tamil Nadu's river heritage
These days, rivers in the State are remembered more for floods than for the life they once nurtured. 'Aaru-Rivers of Tamil Nadu', a new music video, seeks to gently remind us of the State's water wealth — by simply calling each river by name, and stringing them together in a soulful tribute. Launched by the International Centre for Clean Water (ICCW), a not-for-profit initiative of IIT-Madras, the seven-minute song sung by father-daughter duos aims at creating awareness on rivers, and seeks collaboration with various stakeholders on rejuvenation of rivers. Conceived, composed, and produced by Kanniks Kannikeswaran, IIT-Madras Alumnus who pioneered the Indian American choral movement, the song's lyrics have woven in names of at least 125 rivers in the State. 'This is the third video produced by ICCW since 2021. The idea is to encourage youngsters to learn the names of the rivers, rekindle reverence, and induce people to pay attention to waterways,' said E. Nandakumar, Chief Executive Officer, ICCW. While the first music video was on the rivers of India, the second one, released in 2022, depicted the significance of monsoons and rainwater harvesting. Music and arts were chosen as the media to convey powerful messages about rivers and the need for conservation. This time, the song, which is available on ICCW's YouTube channel, featured father-daughter duos — veteran singers Unnikrishnan and Uttara; Srinivas and Sharanya. 'In the first video, we had chosen mother-son duos to symbolise the generational transition in celebrating our rivers and passing on the responsibility to restore them,' Mr. Nandakumar said. Noting that the idea for the project took root during an IIT-M reunion in 2020, Mr. Kannikeswaran based in Cincinnati, USA, said: 'It was humbling to know that there are more than 125 rivers in the State during my research. Each of them powerful, but some lost their functionality over the years. I have tuned it in the Tamil folk style, blending in flavours of ragas like Senchurutti. I used alliterations and rhyming words such as 'Pongum Porunai' and 'Kongu Bhavani' to make the lyrics flow with the tune.' There are plans to bring out more such videos on rivers in other States, including Gujarat, Karnataka and Andhra Pradesh, and integrate the region's folk and classical raga traditions, he added. ICCW looks to collaborate with other educational institutions for the project.
Time of India
3 hours ago
- Time of India
YouTube pilots vernacular thumbnails to complement dubbing tools
YouTube is introducing a new feature that can help creators expand their global reach by tailoring their thumbnails for international audiences, according to a Business Insider report. According to a company spokesperson, the platform will soon allow select creators to upload different thumbnails for each dubbed version of their videos, enhancing the ability to localise content based on the viewer's language. The feature is expected to roll out in the coming days and will initially be available only to creators who already have access to YouTube's multi-language audio dubbing tools. YouTube has been gradually expanding these tools, which use AI to enable creators to dub their videos into other languages. The platform began testing this technology with a limited group of creators as early as 2023. 'We're always testing more ways for creators to reach new audiences,' the spokesperson told Business Insider. 'In this case, a handful of creators are able to localise their thumbnails for videos with multiple language audio tracks.' This new capability builds on YouTube's broader strategy to break language barriers and maximise content visibility worldwide. The platform has seen growing interest in dubbing among major content creators, including global YouTube star MrBeast , who has publicly embraced AI-powered dubbing as a tool to reach millions of non-English speaking viewers. By allowing localised thumbnails, YouTube not only ensures that video titles and audio match a viewer's language preferences, but also makes the visual experience more culturally relevant—potentially increasing click-through rates and engagement in diverse regions. Live Events This feature reflects YouTube's ongoing investment in global creator tools, further positioning the platform as a leader in cross-language content distribution. Discover the stories of your interest Blockchain 5 Stories Cyber-safety 7 Stories Fintech 9 Stories E-comm 9 Stories ML 8 Stories Edtech 6 Stories
Pink Villa
4 hours ago
- Pink Villa
The Great Indian Kapil Show's Archana Puran Singh shuts trolls calling her house 'old age' home; here's how
Archana Puran Singh is a well-known figure in the entertainment industry, boasting a large fan base. She has been associated with The Great Indian Kapil Show for quite some time. In addition to her television work, Archana and her family actively create vlogs for their YouTube channel, which are loved by fans. However, with their popularity comes trolling, backlash, negativity, and an endless stream of questions. Recently, when a troll referred to Archana's house as an "old age home," she delivered a strong and fitting response. Taking to her Instagram story, she shared a screenshot of a comment where a netizen commented on Archana Puran Singh's recent post, asking her why her mother and her father-in-law live in the same house. The comment of the user read, "Just for academic interest, why is your Daadu and Naani living together? Is it like an old-age home? Replying to these trolls, The Great Indian Kapil Show fame Archana Puran Singh said, "Just for your academic knowledge: it's not an "old age" home. It's an Indian home. Let me further give you the definition of an "Indian home", it's where elders are loved and respected and kept close to the family." For the uninformed, Archana's mother and her father-in-law lives with them in their house. Archana actively interacts with her fans, and this is not the first time she has shut down a troll with her strong response. Speaking about her personal life, Archana Puran Singh is currently in Switzerland with her husband, Parmeet Sethi and two sons, Aaryamann Sethi and Ayushmaan Sethi. The family actively creates vlogs. Workwise, Archana Puran Singh will soon be seen in The Great Indian Kapil Show. Along with Archana, the show will also feature Kapil Sharma, Sunil Grover, Kiku Sharda and Krushna Abhishek. The Great Indian Kapil Show will premiere on June 21 on Netflix.
