India’s vibrant creator economy is thriving on YouTube, where millions connect, create, and inspire. Every day, millions of people come to YouTube to connect with creators who share their interests, their stories, and their unique perspectives. Over 110K channels, in India, have more than 100K subscribers (as of Dec 2023), exemplifying the trust and authenticity fostered by YouTube’s diverse creator ecosystem. In fact, a staggering 93% Gen Z fans in India use YouTube to engage with the person or thing they’re a fan of at least weekly – this underscores the platform’s unparalleled ability to foster genuine connections and build trust.
And it’s that trust that’s at the heart of YouTube Shopping.
YouTube has always been a destination for product discovery. From the OG unboxing videos and shopping hauls to gadget reviews, DIYs, and get-ready-with-me videos, viewers have long relied on their favorite creators for authentic product recommendations. This is especially true in India, where 65% of consumers in metro cities find YouTube creators more trustworthy than traditional celebrities. This vibrant ecosystem of communities, bound by shared interests and genuine connections, has set the stage for a new era for YouTube Shopping.
Over the past few years, we’ve witnessed an explosion of shopping-related content on YouTube. In 2023 alone, viewers spent over 30 billion hours watching shopping videos—an incredible amount of time spent discovering and exploring products! Building on this foundation of trust and engagement, we’re bringing a new way for creators to diversify their revenue streams and for viewers to discover exciting new products.