YouTube India Positions Connected TV as New Prime-Time Screen at APOS – Variety

Connected TV has become YouTube‘s fastest-growing screen in India, reaching more than 75 million adults, as the platform pushes deeper into living-room viewing and signals a structural shift in how it partners with the country’s media and entertainment sector. Gunjan Soni, country managing director of YouTube India, made the remarks at the APOS conference in Bali on Wednesday, laying out a three-part operational approach for M&E partners centered on promotional distribution, revenue diversification and format modernization. “YouTube is now India’s prime-time screen, where internet authenticity meets cinematic quality on the largest canvas in the home,” Soni said. “YouTube has collapsed the distance between different video formats and different entertainment ecosystems, bringing them all onto India’s largest screen.” Popular on Variety According to YouTube, the platform holds the top reach across CTV screens in India among media properties, per Comscore data. Viewers are moving between shorts, long-form video, podcasts and live content, with the big screen increasingly serving as a destination for shared, lean-back viewing. Video podcasts – or vodcasts – have emerged as a particularly CTV-native format, with shows turning passive audio listening into a visual event. On the commerce side, Soni said more than 200 million logged-in users searched
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