YouTube CEO Neal Mohan announced at the YouTube Brandcast 2024 event that YouTube Shorts, the platform’s 60-second video format, has reached a trillion views globally, a milestone first achieved in India.
Mohan emphasized the role Indian creators have played in shaping global digital culture with locally inspired content.
Mohan revealed that YouTube holds the top spot for reach and watch time in India, with Shorts leading the surge in views. “Indian creators are not just participating; they are leading the way in redefining entertainment, news, and education, driving significant growth on YouTube,” he stated.
The growth extends to YouTube’s dominance on Connected TVs (cTV) in India, where its viewership has quadrupled over the past three years. Mohan noted that many creators have evolved into sophisticated operations with dedicated teams for writing, production, and business strategies.
At the same event, YouTube introduced several innovative ad formats for Shorts and cTV aimed at boosting engagement and enhancing brand results. These include interactive stickers, gestures for Shorts, and animated image ads. For cTV, YouTube launched Pause Ads and Branded QR codes, which offer non-intrusive engagement during content pauses and extend advertising reach beyond YouTube to other premium broadcasters via DV360.
“These new ad formats are designed to leverage the cultural impact and interactive potential of Shorts and cTV, addressing the evolving needs of advertisers,” stated a YouTube press release.
