With retail partnerships and creator commissions, YouTube is moving deeper into India's commerce ecosystem; questions remain about advertising budgets...
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Latest News
19 Articles
YouTube wants a share of India's shopping carts. Will ad budgets follow?
How street agitation is powering India’s creator growth
Here is a lowdown of how key digital commentators and on-ground voices fared during the recent Delhi protests
YouTube’s print ads make a case for print’s enduring influence: Dabur’s Rajiv Dubey
Dabur’s Vice President and Head of Media says YouTube’s newspaper campaign highlights why marketers should combine the strengths of different media
Next IPL Media Rights: Could CTV redraw the map to bring more bidders to the table?
With Connected TV emerging as a major viewing and advertising screen, the next tender could see BCCI explore more granular packages, say industry sour...
Creator economy gets a commerce push as brands move closer to checkout
Industry players say YouTube expanding brand partnerships in terms of product tagging to help high-value or high-margin categories to scale; brands ca...
White House launches TRUMP TV on YouTube
According to the White House, TRUMP TV will bring together key administration videos, presidential addresses, announcements and footage
Google India’s creator mandate up for grabs; agency review underway
The mandate was previously handled by Collective Artists Network
SEBI’s bond ad curbs get thumbs-up, but finfluencers seek clarity
For the creator economy, the impact may depend largely on the type of financial content being produced
New Zealand proposes social media ban for children under 16
Companies that fail to comply could face penalties of up to 10% of their global revenue
YouTube isn’t changing what a view is worth. It’s changing what success looks like
The platform is changing the way it counts public views across video-on-demand and live content, bringing them in line with the exposure-based model a...
From ₹1 lakh budget to the big screen: How MSMEs are driving India’s CTV boom
For regional and MSME advertisers, the combination of a large-screen environment and local targeting is particularly attractive
YouTube changes how it counts views; videos to register views from first frame
The new system will take effect globally from August 24 and apply across all YouTube formats, including long-form videos, Shorts, podcasts and livestr...
Netflix vs YouTube: How platforms are competing to keep top creators exclusive
As Netflix moves deeper into the creator economy, YouTube is reportedly offering multimillion-dollar deals to retain top creator talent
YouTube’s new monetisation thresholds put emerging creators under pressure
the change could also create a tougher environment for creators who are still building their audiences and have not yet developed the scale or consist...
YouTube tightens monetisation rules, Shorts creators now need 10 mn views every 90 days
The platform said creators will need to demonstrate sustained audience engagement to remain eligible for revenue sharing from Shorts
No immediate AI news anchor policy as broadcasting AI remains nascent: MIB
YouTube-backed AI skilling to train 15,000 as MIB says AI broadcasting policy will evolve only when required
M&E industry flags BARC, piracy concerns to I&B Secretary
Stakeholders also discussed broader ease-of-doing-business reforms for India's evolving media and entertainment ecosystem
AI is transforming Indian advertising. Fir Bhi, can it say ‘Daag Achhe Hain?’
Guest Column: In this 2-part series, Renuka Naj and R Chandra Mouli take stock of where the Indian advertising industry stands in terms of the use of...
Global platforms, local passions
Uday Kumar Verma, former MIB Secretary, writes that technology has globalised access to entertainment while making audiences embrace local languages,...
Campaigns, Awards & Events
National AI Skilling Initiative
Mar 2026
A programme launched in partnership with YouTube to train 15,000 participants through a two-phase model.
National AI Skilling Initiative
Mar 2026
A programme launched in partnership with YouTube to train 15,000 participants through a two-phase model.
YouTube Print Advertising Campaign
Oct 2023
YouTube's use of newspaper advertising to promote its platform to advertisers.
AI Insights
AI
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Expansion into Commerce. YouTube is deepening its involvement in India's commerce sector through retail partnerships and creator commissions, indicating a strategic shift towards integrating e-commerce with content creation.
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Creator Economy Growth. The platform is facilitating the growth of the creator economy by expanding brand partnerships and enabling product tagging, which helps brands track ROI from creator campaigns.
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Changing Success Metrics. YouTube is redefining what success looks like for creators by altering how it counts views, aligning them with an exposure-based model similar to that used for Shorts.
FAQs
AI
YouTube is focusing on expanding its presence in India's commerce ecosystem through retail partnerships and creator commissions.
YouTube is offering creator commissions and expanding brand partnerships to help creators earn more from their content.
YouTube is changing how it counts views to align public views across video-on-demand and live content with an exposure-based model.
YouTube aims to attract advertising budgets by integrating e-commerce features and demonstrating ROI through creator campaigns.
YouTube plays a significant role in the creator economy by facilitating brand partnerships and providing tools for creators to monetize their content.
AI-assisted summary, reviewed by our newsroom
AI
YouTube is intensifying its efforts in India's commerce ecosystem by forming retail partnerships and offering creator commissions, aiming to capture a larger share of advertising budgets. The platform is also evolving its metrics for success, aligning view counts for various content types to enhance creator earnings and brand partnerships.
Key Executives
2 People
SP
Sundar Pichai
CEO of Alphabet Inc.
SW
Susan Wojcicki
Former CEO of YouTube