In China, people spend an average of 2.5 hours a day on short video platforms, indicating a significant cultural shift in media consumption.

The average Chinese user spends over three hours a day on social media, reflecting a high level of engagement compared to other countries.

In India, rural users are spending more time on the internet than urban users, indicating a shift in media consumption habits as smartphones become the primary channel for content.

The majority of YouTube content is consumed on television screens in the US, indicating a shift towards multi-screen consumption.

About 15% of the content created by Indian creators is consumed outside of India, making YouTube an exporter of ideas and culture.

The success of Indian creators on YouTube reflects the enormous potential of the creative industry in India, which is rapidly evolving and gaining recognition globally. Four out of five Indians are on YouTube, with billions of hours of content being created and consumed, showcasing the vibrancy of the creator economy in India.

YouTube is fundamentally about watching, sharing, and creating video content, and it aims to maintain its position as the world's oldest and largest creator economy.

In China, the podcasting ecosystem is much larger, with people accustomed to paying for audio content, especially educational material.

In China, educational content is highly valued, leading to a willingness to pay for it, contrasting with the skepticism towards free content.