YouTube India bets on video commerce and CTV to reposition creators as retail infrastructure
Gunjan Soni is reframing YouTube India around shoppable video, 50-70M CTV households, and global creator reach, with 15,000 AI scholarships via MIB. The pitch: creators as distribution rails for Indian brands, not just media.
What happened
YouTube India head Gunjan Soni outlines strategy around video commerce, connected TV, and global creator reach, with AI skilling partnership with MIB offering
Key facts
- 100 million channels
- 650 million short-form users
- 50-70 million CTV households
- 15 percent content consumed abroad
- 15,000 AI scholarships
Why this matters
Scout creator-commerce enablement targets (shoppable tooling, CTV ad-tech, creator MCNs) before YouTube's vertical integration closes the partnership window.