YouTube India Positions Connected TV as New Prime-Time Screen, Unveils Three-Lever Strategy for M&E Partners at APOS
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- YouTube India said connected TV is its fastest-growing screen in India, reaching more than 75 million adults, with Comscore data showing it holds the top reach across CTV screens among media properties.
- Gunjan Soni, YouTube India country managing director, outlined a three-part M&E partner strategy at APOS Bali focused on promotional distribution, revenue diversification and format modernization.
- Video podcasts (vodcasts) have emerged as a CTV-native format on YouTube India, transforming passive audio listening into a shared, big-screen visual experience.
- YouTube's commerce flywheel saw more than 200 million logged-in Indian users search shopping content last year, with shopping watch time growing over 250% year-over-year and Shorts featuring shopping tags increasing sixfold.
- Over 40% of eligible Indian creators are now enrolled in YouTube's Shopping Affiliate Program, and 85% of surveyed Indian viewers said they trust creator product recommendations over traditional advertising.
- Cricket content on YouTube India reached 190 billion views in 2025, with two-thirds of that consumption time spent on non-live content such as tactical analysis and behind-the-scenes programming rather than match broadcasts.
- APOS, the annual Asia-Pacific media and technology conference, is running in Bali through June 18.
Why it matters: YouTube India is repositioning CTV from a secondary screen to the living-room centerpiece, anchoring that claim in 75M+ adult reach and a commerce engine that grew watch time 250%+ year-over-year. For M&E partners, the three-pronged strategy reframes YouTube from a digital extender into a primary distribution and monetization channel, with cricket (190B views, two-thirds non-live) and creator-led commerce serving as proof points that demand new-format, year-round programming investment.
