YouTube is the most preferred medium to consume music for Indian internet users, while Facebook is the most popular to consume news content, according to a research by video intelligence platform Vidooly.
Music videos were most popular among Indians with over three billion views followed by entertainment videos with 2.4 billion views. Video content for kids ranked third with 1.3 billion views in September alone.
The top ten most viewed YouTube channels in India in September are T Series, SET India, Zee TV, ChuChu TV, Wave Music, SAB TV, Zee Music, CVS Rhymes, Speed Records and Eros Now.
As for Facebook, news videos were most watched with over 1.58 billion views followed in second spot by entertainment videos with 1.06 billion views. India already has Facebook's largest share of users in Asia Pacific.
The top ten Facebook pages with most views in September are ABP News, Dainik Bhaskar, Aaj Tak, Vijay Television, ABP Majha, ABP Live, Hebbar’s Kitchen, The Amit Bhadana, The Times of India and Aashqeen1.
For the research, Vidooly tracked anonymous viewership habits of 641 million plus viewers between the ages of 18 to 65 on YouTube and Facebook across all platforms including desktop and mobile in September 2017.
Subrat Kar, CEO of Vidooly said: “Undoubtedly, YouTube is India’s default music player and the most popular source for accessing music content. On Facebook however, news videos garner higher viewership compared to entertainment. We have witnessed a rising trend across music, entertainment and news videos as viewership and the average watch time across these platforms has grown by over 40% with growth primarily rising in Tier 2 and Tier 3 towns."
The Drum earlier spoke with YouTube India's entertainment head who said that YouTube today is core part of the media mix for all brand advertisers.