Content Creators Shift From Commissioned Shows to Owning IP on YouTube
What Happened
India’s content industry is increasingly moving towards owning and monetising intellectual property (IP) instead of relying solely on commissioned TV and streaming projects. YouTube is emerging as a key platform for premium long-form content, with producers retaining ownership while leveraging YouTube’s global distribution and advertising ecosystem.
Key Takeaways
The shift could give creators and production houses greater control over content, revenue and long-term brand value. Deals such as Balaji Telefilms’ partnership with YouTube for five original fiction shows highlight a growing trend of building proprietary IP while tapping into YouTube’s expanding connected-TV audience.