Content makers are opting for YouTube over subscription platforms and this could change the game

Increasing content viewership

The bigger opportunity sits with IP that already has an audience but has not necessarily reached its full commercial potential behind a subscription wall. Arjit Sachdeva, co-founder of VDO.AI, said long-running television-originated content and established libraries are obvious categories. These properties come with familiarity, a sizeable back catalogue and an audience that may be following the content rather than the platform. The second is comedy, stand-up and unscripted formats. These genres have a natural advantage in an open ecosystem because discovery and sharing are part of consumption. Further, Tamil, Telugu, Bengali, Marathi and other regional audiences represent enormous pools of demand, and YouTube already has deep behavioural familiarity with these viewers.