YouTube's India Leap: Live Events, Film Rentals, Paid Subscriptions Drive CTV Revolution

• YouTube is intensifying its focus on live content, alternative film distribution, and paid viewing models in India, leveraging the rapid growth of connected TVs (CTVs).
• Live programming, including sports and cultural events like the Oscars (exclusive global rights from 2029), is a central pillar of YouTube's large-screen strategy, driving engagement across devices.
• The platform is experimenting with new film distribution models, exemplified by Aamir Khan's "Sitaare Zameen Par" released on rental after its theatrical run, bypassing traditional OTTs.
• YouTube is expanding its paid offerings in India, including the Premium Lite pilot and a new two-person subscription tier, capitalizing on a digitally savvy audience.
• India remains YouTube's largest market with over 500 million users, contributing significantly to the creator economy and GDP, with CTVs reaching over 75 million users.

Why It Matters: YouTube is aggressively expanding its India strategy with live content, new film distribution, and paid models, fueled by CTV growth.