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YouTube is focusing on advertising revenues rather than subscriptions

YouTube plans to leverage its advertising prowess to garner a larger share of that growing revenue

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There are other areas that YouTube is exploring (e-commerce being one), targeting small businesses that can use the channel to showcase as well as fulfil orders and with the option to pay through Google Pay

Surajeet Das Gupta New Delhi
Netflix, Amazon Prime Video or Disney+ Hotstar, players in the video-on-demand or over-the-top (OTT) business are aggressively pushing for more subscription revenues in India. That is understandable.

Hong Kong-based Media Partners Asia (MPA) has estimated that subscription revenues will go up nearly fourfold to hit $1.85 billion in 2025, from just $0.5 billion in 2020. Advertising revenues will grow relatively slower, moving up threefold to hit $2.6 billion in 2025. And with OTT players expected to invest over $700 million annually (including sports), they would also want subscriptions rather than depend only on advertisers for revenue. On average, OTT players

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First Published: Sep 25 2021 | 6:03 AM IST

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