YouTube said on Thrusday that its content partners, Culture Machine, OML, Qyuki and The Viral Fever (TVF), are set to launch four original properties.
In the coming months, Culture Machine will be launching a beauty and style-centric programme Beauty Hunt while OML will launch the second season of Comedy Hunt, YouTube said in a statement.
It said #LaughterGames will launch in April, where nine comedy creators will launch their own comedy web series, featuring among others, YouTube comedians such as East India Comedy, Put Chutney and Kenny Sebastian.
Web show creators TVF will be launching a search for the next generation of web series creators.
Watch TVF’s Permanent Roommates Season 2:
YouTube’s overall watchtime in India has grown by 80% year-on-year with 55% of that watchtime on mobile. The hours of video uploaded from India has increased at 90% annually, content uploaded by India’s independent creators has risen especially quickly.
The watchtime of independent musicians grew over 92%, comedy and entertainment grew 100%, while beauty and fashion videos have grown by over 138%.
Tamil and Telugu content saw a watchtime growth of 75% on year.
“Over the last few years, Indian YouTube creators have gained millions of subscribers and have taken over the imagination of youth in India. In our view, 2015 was a breakout year for the young industry and the ecosystem has really evolved with mobile driving massive growth for online video consumption.
Now, we’re seeing online creators break open the gates for a whole new kind of entertainment for Indians online, with advertisers looking to tap into this space in a meaningful way,” YouTube India Head of Entertainment Content Satya Raghavan said.