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YouTube pushes Indias content industry towards owning IP

Indian content creators are building and monetizing their own intellectual property. YouTube is emerging as a key destination for premium, long-form original shows. Balaji Telefilms partnered with YouTube for five fiction shows, retaining IP ownership. This shift addresses a gap between linear television and premium subscription platforms. Connected TV viewing is creating new opportunities for diverse content across verticals.

7 Sep 2026 6:00 am