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YouTube crafts a new strategy, expands into more categories. Can it make it work?

YouTube for the longest time has been the de facto destination for DIY video content and has a giant global footprint. India is a big market and is now at the centre of the platform’s global march to test the waters in new business categories, including subscriptions and original content. Can it make the journey from user-generated content to brand-generated content, taking on the likes of Netflix and Amazon Prime?
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4 Oct 2019 8 Mins Read 2 comments
YouTube has set its sights on the subscriptions and original-content businesses in India. Getty Images
YouTube has set its sights on the subscriptions and original-content businesses in India.
It has a monster presence on the Internet. YouTube is among the most-followed websites worldwide and makes billions of dollars in revenues annually. Its user-generated content platform is hard for advertisers to ignore, given its whopping 2 billion monthly active users globally. In 2018, the video-sharing company is estimated to have mopped up about USD15 billion in ad sales,
fix a quick meal when home alone. These are not what you would watch a Netflix special for or just stumble upon while thumbing through TikTok. Can it get the ‘premium’ love from its audience? The company has big plans, but they promise to be a steep challenge. YouTube has its task cut out. ( Graphics by Sadhana Saxena)
It has a monster presence on the Internet. YouTube is among the most-followed websites worldwide and makes billions of dollars in revenues annually. Its user-generated content platform is hard for advertisers to ignore, given its whopping 2 billion monthly active users globally. In 2018, the video-sharing company is estimated to have mopped up about USD15 billion in ad sales, fix a quick meal when home alone. These are not what you would watch a Netflix special for or just stumble upon while thumbing through TikTok. Can it get the ‘premium’ love from its audience? The company has big plans, but they promise to be a steep challenge. YouTube has its task cut out. ( Graphics by Sadhana Saxena)

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