According to Chatterjee, CTV has been the fastest-growing service for YouTube over the last five years in India, and YouTube users are watching over two-and-a-half hours of content on average on these screens daily, with over 50% of the watch time being on content that is 21 minutes or longer.
YouTube is experiencing a surge in content consumption in India, with both short and long-form videos being watched on mobile and TV screens. While mobile remains the primary screen for digital video consumption, the growth of internet-enabled TVs has led to an increase in content viewing on larger screens.
About 33 per cent of connected TV consumers in urban India do not watch linear TV at all, with logged-in viewers averaging 2.5 hours of YouTube watch-time per day. YouTube is Now Platform of Choice For Four Out of Five Indians Online, Here’s What Company Says on Usage of Shorts.