In a latest Indian Social, Digital and Mobile report by ‘We Are Social’, it was revealed that 16% of the total population stream videos on mobile. The video content is powered by the popular video social network, YouTube. In a bid to strengthen this trend, Google, the owner of YouTube has teamed up with operator Tata Docomo to offer a new range of ‘YouTube recharge’ data plans to its 3G customers.
According to the new alliance, customers can now choose between 100 MB of video content for 9R ($0.15) — which is valid for up to 24 hours and provides 20-30 minutes of 240p quality playback – or 300 MB of content, which is valid for seven days and priced at 39R ($0.65).
In addition to YouTube, subscribers can view content from video streaming firm Apalya’s service. The Hyderabad based company founded in 2005, Apalya provides video delivery platform which optimizes content for viewing on all screens, seamlessly integrating with mobile operators, content owners and mobile advertisers. Apart from India, the company has made its presence felt in Sri Lanka and Indonesia too.
The deal which is a first-of-its-kind in India by YouTube makes perfect sense when the country was recently tagged as the fastest growing smartphone market in Asia. With more and more people consuming content on mobile, data plans have to become lucrative and YouTube is doing the same with this new alliance along with Tata Docomo and Apalya.
In fact according to a report by Morgan Stanley on India’s telecom sector, with the growing penetration of smartphones in India, data subscribers are likely to grow an average of 25% every year to reach 519 million by 2018 fiscal. Further in the report Morgan Stanley stated that internet users will rise to 330 million in 2016 financial year, driven by falling handset costs, higher smartphone penetration, faster bandwidth and higher internet content or online services.