BY ROBIN GHOSH ,
ECONOMIST AND BUSINESS MENTOR
KOLKATA | 18 OCTOBER 2025
First, let me give you some perspective:
1 YouTube has astounding reach – 500 million users in India.
2 Welldefined viewership – based monetization process .
3 Full-scale creative freedom..
Studios , storytellers and content innovators having understood the advantage of creating original content and distributing it directly through their own digital platform – a new era of content marketing has emerged. A bypass to OTT channels.
A game changer shift. A radical space , which is ” creator led, platform owned storytelling,”
Not surprisingly, advertisers and business houses are coming forward to provide support to this new storytelling format – Balaji Telefilms is soon be releasing original films in YouTube.
Corporate Companies are now also considering sponsoring of tele- serials in YouTube . It is like a Webseries in YouTube.
There is an upward trend in release of films and shows in YouTube.This is because YouTube offers a number of advantages:
1 Access to global audience without gatekeeping by broadcasters, platform players and I P holders.
2 Uptick in mobile viewership and easy and transparent monetization tools like ads and membership – you can now cobble reach, revenue, and build up brand equity – a win winsituation for all stake holders.
3 This new model also allows you to scale up to become a full-fledged streamers.You can now control distribution, hold audience ownership and full creative freedom.
4 Add to this – a clear indication that a space is now available, a demand exists for aTV like habit forming content.
Take for example, Balaji Telefilms released one of their serials in YouTube and collected 200 million viewers in 90 days.This has emboldened Balaji to create original show exclusively for YouTube.
The lesson is clear- content suppliers have to reinvent themselves as platform owners.
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