Mumbai: Earlier this year, Aaj Tak became the first news channel globally to cross 50 million subscribers. India Today Group vice chairperson Kalli Purie met YouTube managing director of APAC Gautam Anand in Singapore to commemorate the special achievement.
"Thank you so much, YouTube! This is just amazing. The team is already planning its way to 100 million, so YouTube had better start designing the next button," Purie quipped to Anand. "Trust has always been the foundation for audience engagement at Aaj Tak. It’s no different with our YouTube channel, but on a much wider scale with hundreds of videos getting uploaded every day. We place equal emphasis on having new audiences discover our channel while ensuring loyal viewers revisit, and invest in figuring out what works on YouTube—whether this is a nuanced understanding of thumbnails or producing hero content frequently."
Aaj Tak started its digital journey by launching its YouTube channel in 2009 and started streaming news live on YouTube for the first time in 2017. The massive popularity gained by the channel subsequently led to its 'Diamond Play' button from YouTube in 2019 for crossing 10 million subscribers. Now, just three years later, Aaj Tak is the first news channel to reach 50 million subscribers on YouTube.
"Constant experimentation with new formats like Shorts and investment into our community page has really paid off, and consistently breaking stories has helped create a very loyal fanbase," explained Purie. "Events like the Presidential Elections of 2022, the Solar Eclipse and the Cricket World Cup just kept encouraging us to do better and better."
YouTube has been at the forefront of India's mobile revolution by powering the content and creator ecosystem and by propelling the massive upsurge of video streaming in the world's largest democracy. Aaj Tak has also fast evolved its offering to meet new consumer needs, with the introduction of Shorts, and other constantly emerging insights on live streams. The channel now has a universe of committed audiences across TV, web, app and social platforms through compelling storytelling that’s tailored to individual platforms.
This milestone is testimony to Aaj Tak’s sharpened channel strategy, which has contributed to increased subscriptions and enabled engagement with wider audiences.
