India has one of the fastest-growing internet user populations in the world. eMarketer estimates the country will add another 25 million users in 2012, for a total of 107.3 million by the end of the year.
One area where the country is lacking, however, is broadband, which is hampered by slow infrastructure investment throughout the vast country. The Telecom Regulatory Authority of India (TRAI) estimated that in December 2011, total broadband subscriptions were at 13.3 million. For comparison, China’s Ministry of Industry and Information Technology (MIIT), reported 141.8 million subscriptions in June 2011.
Limited broadband penetration isn’t deterring bullish statements from the online ad and video industries, however, and viewers are tuning in by the millions. According to comScore, Google has a significant foothold in India. The firm reported that in August 2011, Google’s video properties racked up 26.1 million unique viewers during the month.
As the medium captures the imagination of content providers, and audiences make it their preference, [online video] is bound to gain traction