Despite all the buzz around web series and big-budget streaming originals, YouTube continues to sit comfortably on the Indian digital throne. The Google-owned giant accounted for a jaw-dropping 92% of all video consumption in the country during 2024, according to the latest Federation of Indian Chambers of Commerce and Industry (FICCI) and Ernst & Young (EY) report.
That leaves just 8% for every other platform combined—Netflix, Amazon Prime Video, Disney+ Hotstar, and a growing crowd of other contenders.
What’s fuelling this YouTube dominance? Experts suggest it’s not just the content—it’s who’s making it. From the heartlands of Bihar to the lanes of Rajkot, creators are shooting, editing and uploading videos using just their smartphones. Cheap data and affordable phones have democratised content creation, and YouTube is their natural stage.
User-generated content, although arguably lower in production quality, is proving to be far more accessible and relatable. It doesn’t require film crews or fancy sets—just a smartphone, a half-decent idea, and some editing skills.
Compare that to OTT platforms. These streaming services are still pumping money into scripted shows and premium content, but their reach remains limited. And when fewer people watch, monetisation becomes a tricky business. Brands, always looking for bang for their buck, aren’t too keen to spend on platforms where the viewer base isn’t wide enough.
Industry expert Girish Dwibhashyam reportedly puts it bluntly: “OTT platforms find it hard to justify their investment in content creation when they’re looking at lower CPMs. Meanwhile, YouTube creators in tier-2 and tier-3 cities are producing better content with lesser resources.”
YouTube’s edge isn’t just about views—it’s about how creators can earn. With features like YouTube Shopping, video makers can promote and sell products directly within their videos. It’s basically turning content into commerce. Then there’s Memberships, where fans pay for exclusive content and perks, and Super Chat and Super Stickers, which let audiences highlight messages or interact during live streams—for a price.
YouTube Premium, for those who can’t stand ads, adds another layer. And behind the scenes, YouTube’s toolkit for creators has been growing smarter by the day.
The YouTube Create app has made basic video production as easy as scrolling Instagram. Filters, transitions, effects—all in your pocket. For more serious creators, tools like the Copyright Match Tool and AI-powered features like auto-dubbing and the Inspiration Tab inside YouTube Studio are helping scale content across languages and regions.
In short, creators who once worried about editing software or language barriers now have in-app solutions that don’t cost a rupee.
It’s not that the content on OTT platforms is bad. In fact, it’s often slick and well-produced. But in a market like India, where mobile screens and data packs drive most consumption, reach trumps refinement. And right now, YouTube is where the eyeballs are.
Could this change? Possibly. But for now, the numbers speak. Streaming platforms might have the polish, but YouTube has the people. And in the world of digital video, people make all the difference.
