The YouTube Shopping affiliate program arrives in India
India's vibrant creator economy is thriving on YouTube, where millions connect, create, and inspire. Every day, millions of people come to YouTube to connect with creators who share their interests, their stories, and their unique perspectives. Over 110K channels, in India, have more than 100K subscribers (as of Dec 2023), exemplifying the trust and authenticity fostered by YouTube’s diverse creator ecosystem. In fact, a staggering 93% Gen Z fans in India use YouTube to engage with the person or thing they’re a fan of at least weekly - this underscores the platform's unparalleled ability to foster genuine connections and build trust.1
And it's that trust that's at the heart of YouTube Shopping.
YouTube has always been a destination for product discovery. From the OG unboxing videos and shopping hauls to gadget reviews, DIYs, and get-ready-with-me videos, viewers have long relied on their favorite creators for authentic product recommendations. This is especially true in India, where 65% of consumers in metro cities find YouTube creators more trustworthy2 than traditional celebrities. This vibrant ecosystem of communities, bound by shared interests and genuine connections, has set the stage for a new era for YouTube Shopping.
Over the past few years, we've witnessed an explosion of shopping-related content on YouTube. In 2023 alone, viewers spent over 30 billion hours watching shopping videos—an incredible amount of time spent discovering and exploring products! Building on this foundation of trust and engagement, we're bringing a new way for creators to diversify their revenue streams and for viewers to discover exciting new products.
Introducing the YouTube Shopping Affiliate Program in India
We're bringing the YouTube Shopping affiliate program to India, starting with Flipkart, India’s homegrown e-commerce marketplace and Myntra, one of the leading fashion, beauty and lifestyle e-commerce destinations. This program empowers eligible creators to tag products directly in their videos and earn revenue when viewers make a purchase on the retailer’s website. It's a win-win-win for creators, viewers, and brands alike.
- Empowering Creators: We have always been committed to providing creators with diverse revenue streams and innovative tools to succeed. The YouTube Shopping affiliate program gives creators yet another way to earn from their content and to deepen their engagements with their communities.
- Enhancing Viewer Experience: Viewers get access to curated product recommendations from the creators they trust most. With a seamless and immersive experience, viewers can discover amazing products directly from the sources they rely on.
- Helping Merchants and Brands: With the YouTube Shopping affiliate program, brands can enhance product discovery and generate high-quality leads. Brands can tap into the authentic engagement of YouTube creators to reach new audiences. It's a powerful way to build brand awareness and drive product discovery through genuine endorsements and compelling storytelling.
Expanding Opportunities for Creators: From Merchandise to Multi-Brand Retail
This expansion builds on our previous YouTube Shopping feature, which allowed eligible creators to promote their own merchandise by linking their stores to their YouTube channels. We've already seen how creators are leveraging YouTube to build their brands.
Take BhaDiPa, the hilarious Marathi entertainment channel, for example.
They created a line of merchandise featuring iconic dialogues and inside jokes that their fans absolutely adore. And, they were able to generate significant leads for their merch.
Now, with the affiliate program, creators have even more ways to monetize their content and connect with their audience. The YouTube Shopping affiliate program complements existing monetization options like Ads revenue, YouTube Premium, Brand Connect, and other fan-fueled features like Channel Memberships, Super Thanks, Super Chat, and Super Stickers, providing a comprehensive suite of tools for creators to thrive on the platform.
A Seamless Shopping Experience, Across Every Screen
By making product discovery seamless across every format—from long-form videos and Shorts to livestreams—and accessible on any device—mobile, web, and Connected TVs—we're amplifying the impact creators can have and making it easier than ever for them to connect with their audiences.
With Shorts, which was first launched in India and now boasts trillions of views3, creators can seamlessly integrate product recommendations into their short-form content. This bite-sized format is perfect for quick product demos, styling tips, and engaging viewers with shoppable moments.
On the big screen, YouTube on Connected TVs is transforming how Indians enjoy online video. As the #1 streaming service on CTVs in India4, with viewership quadrupling in the last three years5, YouTube offers creators a lean-back, high-definition environment to showcase products in a cinematic way.
In 2023, people watched over 30B hours of shopping related videos on YouTube, globally -- that's equivalent to watching 3.4M years worth of videos.
We're incredibly excited about the future of YouTube Shopping in India and committed to building a platform where creators can thrive, viewers can discover, and brands can connect. We can't wait to see how Indian creators embrace these new opportunities and bring shopping to life on YouTube in even more creative and exciting ways.
