Shorts opening the door for mobile-first creators from all corners of India

In India, Shorts is lowering the barriers for under-represented voices that may otherwise have not had a platform. Young creators, from small towns and even India’s hinterlands, across regions and languages are now able to unlock opportunities to express their creativity through Shorts.

According to a media release from You Tube, celebrating their history and traditions, unique cultures and even distinctive local quirks, like the BusTubers of Kerala, these creators are able to connect with a wide diaspora through relatable content, shared interest and even nostalgia.

YouTube has always been a place for people to discover and connect more deeply with things they love, where any and every community can come together to connect, and YouTube Shorts is no different. 
From calisthenics to Rubik’s Cube art, cricket, the comicverse and many more, communities on YouTube are bursting through from niches to the mainstream.

Ajay Vidyasagar, Regional Director, APAC, YouTube Partnerships, said: “Shorts have become an essential part of the YouTube experience for our creators and viewers. Now being watched by over 1.5B logged in users every month globally, the product is growing thanks to the creativity of our community. 

While we’re still at the beginning of our journey with Shorts,  we look forward to continuing to innovate the product so our creators can continue to express themselves, connect with their audiences, and increase their reach and revenue opportunities on the platform.”