AgTalk | India is undoubtedly our biggest market: YouTube's David Macdonald

Think video on the internet and the very first name that comes to your mind is You Tube. This video-sharing website, created by three former PayPal employees in February 2005 (later on acquired by Google), on which users can upload, view and  share videos virtually rules the video scene on the internet today. It is only after the popularity of You Tube that most other players have realized  the potential of video on the net. Today YouTube has emerged as the most potent medium on the internet and most individuals and corporations amongst others  have accepted this fact.

Macdonald has been associated with You Tube for over four years during which time he has overseen and guided the growth of YouTube business in Japan & Asia Pacific in a scalable way. His specific responsibilities include directing the YouTube Partner Program for individual users and small/medium size enterprises/media companies, including acquisitions & ongoing support, account management & coordinating user support for Japan and Asia Pacific along with the global support operations team.
On the personal front Macdonald has been an avid bagpipe player  for over 15 years. He is known to play the instrument solo as well as with  bands and has performed  extensively  . He is extremely well traveled and has done so mostly through the continents of Asia and Europe.

During his recent visit to India, David Macdonald Content Head-Asia Pacific, Youtube.com  was one of the speakers at ‘The Edutainment Show 2013 . Audiences , most of whom were students , listened with rapt attention to his interesting talk at this event.

Adgully had a rare opportunity to interact with David MacDonald and learn more about his views on YouTube and its growth in the Indian market. Following are the excerpts of the conversation:

Adgully: What are your thoughts and experience of associating with ‘The Edutainment Show 2013’?

David MacDonald: The Edutainment Summit is committed to assist the student community in their careers. Similarly, we at YouTube believe in embracing newer thoughts and ideas in order to reach out to the next generation youth and provide a platform for them to sketch a successful career. We have incorporated student sessions in countries like Japan, Australia, and Tokyo and through our association with the Edutainment Summit we intend to initiate similar sessions in India also.

AG: How is YouTube growing in the Indian market? We know that it is already the second largest after the US market but do you feel that at any point India will outgrow the US market?

DM: Currently the Indian Internet market is poised at No.3 and is growing exponentially with each passing day. Considering this stupendous growth and with YouTube already having 40 million users, it is only natural that India is our biggest market. I feel it will very soon move up the ladder in terms of its position as well. Domestic users are a trigger for a bigger market in the country.

AG: As far India is concerned, what type of content is most popular on YouTube? Is it more in line with what is popular on Television or any other medium?

DM: India is a country with a diverse audience that is open to a variety of content. All genres do well on YouTube in India. However, content related to music leads the pack followed by popular entertainment programming. Catch-up TV that is launched by various broadcasters also does very well on the platform here in the country.

AG: What kind of brands is prominent on YouTube in terms of uploading their promotional or informational videos?

DM: Major broadcasters such as Star India, Colors, Sony Television and other brands such as Yash Raj Music, T- Series have prominent presence on YouTube in India. Also, emerging brands such as The Viral Fever Video.com that showcases comedy content are also doing well. The development today lies in the hands of these emerging entrepreneurs who thrive to showcase innovative content.

AG: What is the progress on your YouTube Partners programme in India? Where do you place the Chinese market as compared to India?

DM: YouTube is blocked in China and hence there is no competition for our India market. India is undoubtedly our biggest market.

AG: What kind of an audience is open to viewing these videos? What age groups are receptive to this format? Can you please share the data?

DM: New creators and new viewers are the key audiences for viewing the content on YouTube. Audiences at all stages of age are connected to the platform and enjoy watching the content. However, the youth is embracing the platform at a greater extent.

AG: Is online video viewing largely an urban phenomenon?

DM: Changing landscape of media has resulted in larger acceptance of online viewing by the consumers. Today, media consumerism has been controlled by each individual and they are constantly on the look-out of innovative and exciting content. As I mentioned in my earlier questions, domestic consumers play a very important role in increasing the viewership for YouTube, hence not curtailing it be only an urban phenomenon.

AG: What are the new content ideas that will make it big in next few years in this format?

DM: Programming that is showcased on YouTube aims at engaging viewers in a two-way dialogue. The viewers today are evolved and prefer to be a part of the programming and not just be mere spectators. The quality of content plays a vital role more than the genres. Changing landscape of media has resulted in audience wanting a two way dialogue resulting in popularity of the online medium.

AG: What are the challenges before YouTube as far as video or content is concerned? What steps are you taking to address them?

DM: The main challenge for us is to educate the viewers on how to use the platform. YouTube has multiple opportunities for the consumers which need to be highlighted to them in order to ensure the right utilization of the platform. We aim to associate with like- minded partners such as the Edutainment Summit so that we can reach out to the youth and enlighten them on the benefits of using the platform to explore better opportunities.