India’s digital landscape is changing rapidly, and YouTube sits at the heart of this revolution. With a staggering 491 million active users in 2025, India is now YouTube’s largest global audience, making it a pivotal platform for brand visibility and customer engagement . But what exactly are Indians searching for on YouTube—and why should your brand care?
![[Pie Chart: YouTube Search Intent India (2025 Estimate)]](/web/image/683-99be089f/image.webp?access_token=2bbce4d8-7aca-4dd8-b1c6-4cd4902d9d4d)
YouTube Search Intent in India: The Data
According to the latest insights, here’s how Indian users’ YouTube search intents break down:
Entertainment: 72.5%
Informational: 12.5%
Commercial/Comparison: 7.5%
Other (How-to, DIY, Lifestyle): 7.5%
This means that over 36.8 million Indians are actively searching YouTube with commercial or purchase intent—looking for product reviews, comparisons, and unboxing videos every month. Meanwhile, 61.3 million users fall into the informational category, forming the “early funnel” of potential customers who may soon be in the market for your product .
Why Is This a Game-Changer for Brands?
YouTube isn’t just for music lovers and comedy fans. Millions are turning to the platform to research products, compare options, and seek recommendations before making a purchase.
Video is becoming crucial for discovery—especially as AI platforms like Google’s new search interface now favor YouTube videos for product queries and shopping research. Google’s AI-powered search overviews feature YouTube videos at the top, often above traditional web links or written articles .
Why Video (Especially on YouTube) Outranks Text—even in the Age of AI
AI-powered search engines increasingly “prefer” to cite YouTube videos in results, especially for product demos, explanations, and comparisons. Since 2024, AI Overviews on Google have seen a 310% increase in YouTube video citations—meaning brands with strong video content are far more likely to appear when users search via AI platforms.
AI-driven YouTube search features and summaries are rolling out fast—making it easier than ever for users to find, preview, and engage with branded video content .
The Mobile Majority: Don’t Overlook the Platform
63% of Indian YouTube users—that’s a staggering 309 million people—access the platform primarily on mobile . This means your brand’s content must look great, load fast, and communicate value instantly on small screens. Youtube
What Should Brands Do? Winning YouTube Strategies
1. Develop a Mobile-First Video Content Plan
Optimize visuals, sound, and text for mobile viewers.
Use tight storytelling—catch attention in the first few seconds.
2. Target the Funnel Early
Create “How-To” and informational videos that answer the questions your next customer is searching.
Move people from awareness (informational) to purchase (commercial) by building trust and expertise.
3. Showcase Your Products with Authenticity
Invest in detailed product demos, reviews, and unboxings.
Partner with local creators or influencers to add authenticity.
4. Leverage YouTube Shorts and AI-Discovery Features
Use both long-form and YouTube Shorts to maximize reach. Shorts are booming in India, driving quick visibility and engagement .
Structure your videos for AI-powered search—easy-to-understand titles, clear visual communication, and useful topic segmentation.
5. Integrate with Your Overall Digital Strategy
Make sure your YouTube videos align with your SEO, Google Business, and website content—AI-powered search rewards consistent brand experiences across platforms.
Conclusion
With millions of Indians turning to YouTube every day—not just for entertainment, but for research, comparison, and buying decisions—brands that don’t have a strong YouTube presence are falling behind the curve. The rise of AI in search is making YouTube videos even more influential: if you want your brand to be found, trusted, and chosen, effective YouTube content is now essential.
Ready to build your brand for the future? Start with YouTube—where your next customer is already searching.