In the month of August, online measurement company comScore came out with a data that India is the third largest online market with 55 million viewers. Video consumption is on the rise with limited infrastructure, even with startups shutting shops in this domain. Numbers of music labels on T-Series prove the statement. According to AFAQS, T-Series is India’s No.1 Music label on YouTube with more than 1 billion views and has also more than 2 million users subscribing to the brand channel.
The YouTube channel was launched two years back and since the first week of February, T-Series’ channel reached over one million subscribers and continued to rise, hitting the two-million subscriber mark within the following 15 weeks.
With this feat of 1 billion views, T-Series has become the second brand after Rajshri Productions. Rajshri’s YouTube Channel was launched in March 2006 and had reached the feat in May 2012. The brand, as of today, has more than 1.7 billion views but has only 845K subscribers in comparison to T-Series.
According to social media monitoring product Unmetric, for the last month T-Series has a growth rate of 6% than the average Entertainment YouTube channels who have 3.9% growth rate. Some other facts that are worth noting are – 2K subscribers were added and 80 videos were uploaded by the brand in its existing collection of 6,285 videos for last month. The below screen grab gives a snap shot of the new video views for the last month.
The YouTube channel not only offers Bollywood song videos but some fresh content like audio juke boxes, lyrical videos, Bollywood twisters, behind the scenes, and making of films/songs/videos are also being shared regularly. Fresh content for the YouTube audience is essential for user engagement, as uploading the same content as on television, wouldn’t keep the audience tied in for long. A fact stated while we had published the performance review of the top 5 Indian Television channels on YouTube, categorized in terms of number of views for the month of October, 2012.
Talking on the occasion, Bhushan Kumar, CMD, T-Series dedicated the success to all the fans and added that,
“I would like to dedicate this success to all our fans all over the world, who have helped us reach this milestone. I would like to congratulate my entire in-house digital team and the YouTube team for this tremendous feat. We look forward to achieving greater heights with our dedication and passion to offer quality content and experience to our discerning consumers worldwide.”
The feat couldn’t have been possible without the music label’s association with YouTube that was framed two years back. Stating it as a learning experience, Neeraj Kalyan, President, T-Series shared that – “The proliferation of smart devices and growth in internet penetration, coupled with ever-increasing popularity of Bollywood, is adding momentum and traction is improving with each passing month.”
He also added that the growth acceleration in subscribers and video views is really encouraging for the industry and video search platforms will surely see further growth in the months to come.
Internet is the global distribution channel of the future and T-Series is a great example how a music label is using a platform like YouTube – this was a comment made by Anthony Zameczkowski, Head of music partnerships, YouTube APAC on the milestone. Indeed things have changed fast, the music label T-Series which was fighting a court battle with Google and YouTube back in 2007, has left the past behind and working together for mutual success.
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