Mamun M. Adil: How has the launch of YouTube.pk changed the overall user and content creator experience in Pakistan?
Khurram Jamali: YouTube returned to Pakistan in January 2016. In September, we organised an event to celebrate our content creators in Pakistan, as well to as announce the launch of YouTube Offline, which is a new feature. By making popular videos available for temporary offline viewing, fans can connect more easily with their favourite content, while creators get more views. We hope to keep finding better ways to make video content more affordable and accessible in Pakistan.
MMA: What is YouTube.pk’s revenue model, and is it different from other countries in South Asia?
KJ: Our business model is the same in every country where YouTube is localised. For YouTube creators, the YouTube Partner Programme allows them to make money from their original work. For advertisers, YouTube provides a choice of ad formats to choose from, ranging from text to interactive video.
Any Pakistani creator with even one original video can become a partner and start making money. This gives creators the chance to follow the path of other YouTube partners from around the world who make a living from the money they make on YouTube.
MMA: How does the YouTube Partner Programme, which allows content creators and brands to monetise videos on YouTube, work?
KJ: The YouTube Partner Programme is our way of sharing advertising revenue with video creators. A partner can choose to run ads against their videos. YouTube then splits the revenue generated by those ads and the majority share goes to the partner. Beyond the opportunity to make money, YouTube provides video creators with resources and opportunities to improve their skills, optimise their content, and build larger audiences.
MMA: How has the response been to this Programme among content creators in Pakistan?
KJ: The response has been highly encouraging. Any Pakistani creator with even one original video can become a partner and start making money. This gives creators the chance to follow the path of other YouTube partners from around the world who make a living from the money they make on YouTube.
MMA: Which content categories constitute the majority of your subscription channels?
KJ: The most popular content categories are entertainment (music and comedy), information (news, current affairs, commentaries) and educational (how-to’s).
MMA: Since your launch, what sort of trends have your analytics uncovered with regard to YouTube usage in Pakistan?
KJ: Pakistan is similar to other markets where more than 60% of YouTubers watch time takes place on mobile. This trend is set to continue with the rise of smartphone ownership and options like YouTube Offline, which is only available via the YouTube mobile app. The most popular videos are listed on the YouTube Pakistan Trending page, here.
MMA: Which other marketing initiatives are underway to attract more viewers and content creators?
KJ: We are excited that YouTube Offline and the YouTube Partner Programme are now available in Pakistan; we will have more updates as we work to improve the YouTube experience for Pakistanis.