YouTube's Growth Strategy in India: Connected TV, Creator-Led Commerce, and Sports Fandom
YouTube's growth strategy in India is focusing on Connected TV, creator-led commerce, and sports fandom. Gunjan Soni, Country Managing Director of YouTube India, highlighted the platform's strategy at APOS 2026 in Bali, Indonesia. YouTube aims to deepen engagement across screens and content formats, positioning itself as India's prime-time screen where internet authenticity meets cinematic quality.
The platform is expanding its Connected TV presence by linking viewer journeys across formats and broadening access to premium content. YouTube's commerce ecosystem is gaining momentum in India, with the Content-to-Commerce Flywheel taking off. The company reported significant growth in shopping-related content searches and watch time, emphasizing the influence of creators in driving the creator economy.
India's creator ecosystem has become a vital economic force, contributing to national GDP and shaping global pop culture. YouTube is focused on fueling domestic economic mobility and scaling global export power through the creator economy. Changing viewing habits present new opportunities for media and entertainment companies, with Connected TV emerging as the fastest-growing screen in India.
YouTube's strategy for media and entertainment partners revolves around promotional support, revenue diversification, distribution expansion, and format modernization. The platform aims to leverage the deepening sports fandom on YouTube to expand the commercial pie and provide premium entertainment content with a profitable lifecycle. YouTube's role in sports consumption extends beyond live matches, engaging fans throughout the year with creator-led storytelling and official partnerships.
In conclusion, YouTube's growth strategy in India is centered around Connected TV, creator-led commerce, and sports fandom. The platform aims to deepen engagement across screens and content formats, leveraging the influence of creators and the evolving creator economy to drive economic growth and shape global pop culture. YouTube's focus on expanding its Connected TV presence and engaging sports fans throughout the year highlights its commitment to providing diverse and engaging content experiences for users in India.