Zepto India’s most viewed brand on YouTube in OND quarter: Red Lab report

Zepto has secured the title of the most viewed brand on YouTube in India during the October-December 2024 quarter, outshining its competitors with 2.9 times more impressions and a 1.7 times larger audience reach compared to Blinkit, its closest rival. Achieving a perfect visibility score of 10 out of 10, Zepto dominated the quick-commerce sector with its high-frequency campaigns and consistent messaging. The data was unveiled by Red Lab in its exclusive report delving into the impressions garnered by leading brands on YouTube across the top six metro cities.

Powered by data from SYNC Pulse, the report offers a deduplicated and precise understanding of audience engagement. By analysing the impressions index, the report unveils how brands are resonating with their target audiences and sheds light on competitive dynamics within the industry.

According to the report, “Zepto’s success on YouTube can be attributed to three key strategies: maintaining high visibility through broad reach by avoiding over-segmentation, ensuring consistency in messaging with frequent campaigns across diverse demographics, and maximizing value by repurposing content across platforms to extend its longevity.”  

This strategy reflects the brand’s commitment to maximizing recall and engagement by avoiding hyper-targeted approaches. Zepto’s consistent investment in YouTube campaigns ensured it stayed top-of-mind for audiences, even in a competitive market.

While Zepto claimed the crown, other brands also made their mark. Blinkit retained a strong position, particularly among younger audiences, with its campaigns focused on convenience and quick deliveries. Flipkart followed closely, leveraging festive season campaigns such as Big Billion Days to engage older demographics effectively.

Swiggy Dineout, Myntra, and Country Delight also performed well in their respective niches, with Swiggy Dineout focusing on dining experiences and Myntra appealing to younger, fashion-forward audiences. Country Delight carved its space among older demographics with its focus on fresh and healthy offerings.

Zepto achieved balanced engagement across both genders, a feat matched by few competitors. Meanwhile, brands like Myntra and Purplle saw higher traction among female audiences, while Uber and Zomato skewed towards male demographics.

Age-wise, Zepto maintained universal appeal, while brands like Flipkart and Country Delight gained traction among older age groups. In contrast, Blinkit and Myntra resonated more with younger audiences, reflecting the evolving digital habits of India’s youth.