YouTube pushes India’s content industry towards owning IP
Mumbai: India’s content business is entering a new phase as tightening margins across television and streaming push creators and production houses to look beyond traditional commissioning models and build and monetise their own intellectual property, with YouTube emerging as a key destination for premium, long-form originals.
Ekta Kapoor’s Balaji Telefilms partnered with YouTube to launch five long-form fiction shows, following the video-sharing platform’s collaboration with Aamir Khan on the 2025 film Sitaare Zameen Par.
