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As 2024 wraps up, YouTube has unveiled its year-end trends, offering a window into the moments, creators, and events that captivated audiences across India. From cricketing showdowns to viral music tracks, the platform once again reflected the nation’s pulse, where billions of views transformed fleeting topics into lasting cultural highlights. The year’s biggest digital trends featured an eclectic mix of events and personalities. Dominating the conversation were global sporting spectacles like the ICC Men’s T20 World Cup, the Indian Premier League, and the Paris 2024 Olympics. These events amassed billions of views, cementing cricket and sports as evergreen passions for Indian audiences. Cultural moments also had their share of the spotlight. The Ambani wedding, a topic of unmatched intrigue, garnered over 6.5 billion views on videos that included “Ambani” and “Wedding” in their titles. Meanwhile, phrases like “moye moye” became internet sensations, accumulating 4.5 billion views. Iconic figures like Diljit Dosanjh and Ratan Tata inspired millions, with Dosanjh’s name linked to videos generating nearly 4 billion views. YouTube’s end-of-year report also shed light on India’s top content creators, whose innovative storytelling captured audiences worldwide. While global powerhouse MrBeast led the charge with 332 million subscribers, homegrown creators like Filmy Suraj Actor (32.5M) and Sujal Thakral (33.5M) proved the power of local content. Others such as Cristiano, Box of Vengeance, and the Stokes Twins further added to the platform’s diverse creator ecosystem. Indian creators made waves on Shorts, with hyperlocal music in languages like Marathi and Garhwali crossing borders to reach global audiences. Priyal Kukreja championed women’s voices, while creators turned memes, cricket moments, and celebrity weddings into engaging, bite-sized stories that resonated deeply with fans. Music continued to play a pivotal role in shaping YouTube trends. Songs like “Kurchi Madathapetti” by Sahithi Chaganti and Sri Krishna, “Jale 2” by Shiva Chaudhary, and “Aaj Ki Raat” by Madhubanti Bagchi and Divya Kumar defined 2024’s soundtrack. On YouTube Shorts, hits such as “Dhana” by Priyanka Meher and Rongpaz and “Tauba Tauba” by Karan Aujla kept audiences grooving. These tracks not only became fan favourites but also helped drive the platform’s engagement, with users creating endless remixes, dance challenges, and covers that extended the lifespan of each hit. One of the most striking trends of 2024 was the rise of active fan participation. Viewers weren’t just consuming content—they were shaping it. From cricket memes and music edits to reactions to celebrity weddings, fans co-created content that amplified the original stories, making them even more impactful.

YouTube unveils year-end trends, here is what India watched in 2024

<ul><li><keyword id="19925254" type="General" weightage="100" keywordseo="YouTube" source="keywords" meta.keywordsubtype="org" meta.entityname="YouTube" meta.hostid="261" meta.entityid="YouTube">YouTube</keyword> is testing a new subscription tier called <keyword id="23629619" type="General" weightage="20" keywordseo="YouTube-Premium-Lite" source="keywords">YouTube Premium Lite</keyword></li><li>The <keyword id="23644277" type="General" weightage="20" keywordseo="Premium-Lite-plan" source="keywords">Premium Lite plan</keyword> could cost $8.99 per month</li><li>However, it comes with limitations</li></ul> Be it listening to a new song, watching a web-series, searching about a new topic or just casually browsing, YouTube is the go-to app for many users. Earlier this year, a report by Axios had said that Gen-Z is turning towards YouTube and TikTok for research purposes instead of Google. But there's one thing about YouTube that at times leads to frustration - ads. Even though these ads help content creators in making money, users aren't really fond of them. The video platform, addressing such concerns, had launched <keyword id="20184157" type="General" weightage="20" keywordseo="YouTube-Premium" source="keywords">YouTube premium</keyword> back in 2014. This is a premium service that results in many benefits for users at a price - including enjoying ad-free videos. Just recently, the prices of YouTube Premium saw a rise, raising a few eyebrows. Now, if you don't want to pay YouTube Premium fee but still want to get rid of (at least some) ads, there's good news for you. The company might just be working on a new subscription tier that could cost half the price of YouTube Premium and get rid of some ads. <h2>YouTube Premium Lite in works? </h2> According to a report in The Verge, YouTube is testing a new subscription tier called YouTube Premium Lite, offering users a more affordable way to enjoy the platform with fewer interruptions. The Premium Lite plan could cost $8.99 per month, nearly 50% cheaper than the regular Premium subscription, which is priced at $16.99. However, it comes with limitations, including fewer ad-free features and restricted access to <keyword id="19912392" type="General" weightage="20" keywordseo="YouTube-Music" source="keywords">YouTube Music</keyword> and background play. Currently being tested in select markets like Germany, Thailand, and Australia, YouTube Premium Lite aims to strike a balance for users who want an ad-reduced experience without paying for the full Premium perks. While it provides an ad-free experience for most videos, ads will still appear in music and short-form content. <h2>The Indian scenario </h2> As of now, it’s unclear if YouTube will offer an annual subscription option for Premium Lite or whether it will launch in India. If introduced in India, the service could cost around Rs 75, as per an Indian Express report, which is a significant drop from the Rs 149 charged for the full Premium plan. With this new tier, YouTube seems to be hoping to attract users who want fewer ads but don’t require features like offline downloads or YouTube Music’s ad-free experience. YouTube previously tested a similar subscription in 2021 across Europe, but the service was discontinued before it could officially roll out. Whether Premium Lite will prove to be a long-term addition remains to be seen, but it offers an intriguing middle ground for users looking to pay less while enjoying fewer ad interruptions. SEE ALSO: <a href="https://www.businessinsider.in/tech/news/meta-ai-will-be-able-to-remember-your-whatsapp-chat-with-a-new-feature-know-all-about-it/articleshow/114424676.cms" data-type="tilCustomLink" target="_blank">Meta AI will be able to remember your WhatsApp chat with a new feature, know all about it</a> <a href="https://www.businessinsider.in/tech/news/adobe-collaborates-with-coursera-and-others-to-help-people-develop-ai-skills-announces-new-ai-powered-marketing-tool/articleshow/114268779.cms" data-type="tilCustomLink" target="_blank">Adobe collaborates with Coursera and others to help people develop AI skills, announces new AI-powered marketing tool</a>

YouTube might bring cheaper Premium Lite subscription with fewer ads, all details

In the last few months, have you received a suspicious call from a stranger claiming that you have won a cash prize? Or has someone tried reaching out to you saying that a relative is in trouble and urgently needs money? If you answered yes to any of these questions, know that you are not alone. <keyword id="19895063" type="General" weightage="20" keywordseo="India" source="keywords">India</keyword> has reported a rise in scam calls in recent months and these calls seem to be increasing at a rapid rate. But not just calls, there are various other platforms that scammers try to take advantage of, to rob people of their hard-earned money. Read on to know about the top 5 <keyword id="22618205" type="General" weightage="100" keywordseo="personal-finance-scams" source="keywords">personal finance scams</keyword> that are surfacing in India and how you can stay safe from them. <h2>Fake <keyword id="20488964" type="General" weightage="20" keywordseo="job-offer" source="keywords">job offer</keyword> scams</h2>This is one of the most commonly reported scams. Over the last year, there have been many cases where people were approached for seemingly lucrative job offers via platforms like WhatsApp and Telegram. Some of these cases involved the victim making payments to certain accounts, while being made to believe that it is a part of the job and there will be a handsome return later. For instance, a PTI report in May this year revealed that a woman from Navi Mumbai found herself trapped in an online fraud and lost Rs 54 lakh. The victim wanted to earn some extra money by working from home and was reportedly offered freelance work by the scammers. She was also told that she would earn money after completing five tasks. And to receive these tasks, the woman claimed that she paid Rs 54.30 lakh in various accounts. When the woman asked for payment after completing the tasks assigned to her, the scammers stopped replying. <h2>Sweetheart scams</h2>Meeting the love of your life through an <keyword id="20167528" type="General" weightage="20" keywordseo="online-platform" source="keywords">online platform</keyword> seems too good to be true at times. And sometimes, this really is the case. Various cases have surfaced in the past where the victims were duped of their hard-earned money by their online lovers. Just last month, a man in Delhi was scammed of Rs 1.2 lakh when he planned to meet a woman he was talking to on Tinder. The two met at a cafe in Delhi to celebrate the woman’s birthday and ordered some snacks, cakes, and wine. The woman however, abruptly left in the middle of the date citing a family emergency. And the victim incurred a bill of Rs 1,21,917.70 for food that should have only cost a few thousand bucks. When he questioned the high bill, he was threatened and forced to pay. After investigating, the police found that the cafe split the high bills in a set way: 15% to the girl, 45% to the table and cafe managers, and 40% to the owners. <h2>Fake screenshots scams</h2>Another type of scam that is widely happening in the country is where you are shown a screenshot that gives the impression that your account has been credited with some money, when it actually has not. For instance, in March this year, a Delhi Uber driver was making headlines for overcharging a customer for a ride to the airport. A Moneycontrol report mentioned how a man described his experience in a Reddit thread. As per the report, the man said that he had booked a ride to the airport and the initial fare was Rs 340. However, when the ride was completed, the Uber driver showed him a screenshot which depicted that the fare was Rs 648. The driver had claimed that the fare increased due to more waiting time. However, that wasn’t the case and the driver had created a fake screenshot to demand extra money. After this post went viral, several other Reddit users reported similar incidents. <h2><keyword id="19925254" type="General" weightage="20" keywordseo="YouTube" source="keywords" meta.keywordsubtype="org" meta.entityname="YouTube" meta.hostid="261" meta.entityid="YouTube">YouTube</keyword> like and earn scam</h2>This one is similar to the completing tasks scam. In this scam, <keyword id="20013464" type="General" weightage="20" keywordseo="fraudsters" source="keywords">fraudsters</keyword> tend to tell the victim that they will have to engage with a YouTube channel to earn money. They then ask the person to make certain payments, promising a greater reward later on. Once the victim transfers the money, the fraudsters tend to disappear into thin air. In February this year, there were reports of a man losing Rs 16 lakh due to such a scam. <h2><keyword id="19957108" type="General" weightage="20" keywordseo="online-shopping" source="keywords">Online shopping</keyword> scam</h2>If you have ever shopped online, be sure to read this one. Many scamsters come up with fake advertisements on reputed platforms like Instagram to lure people into buying items online. In such scams, once the order has been placed and payment has been made, the victim doesn’t receive the products. In addition to this, scammers can also pose as bank employees and gain access to sensitive information of the victim’s account. For instance, a report by PTI last year revealed that a 70-year-old woman was buying six towels online for Rs 1,160. While making the payment, Rs 19,005 was taken from her account instead of Rs 1,160. She tried to contact the bank helpline but couldn't reach them. Soon after, she got a call from an unknown number. The caller claimed to be from the bank and offered to help with her payment problem. He asked her to download an app for the refund. The woman followed his instructions but ended up losing Rs 1 lakh from her account. When she saw the unauthorised transactions, she went to the police station. Meanwhile, another Rs 8.3 lakh was withdrawn from her account. <h2>How to stay safe from such scams</h2>Even though more and more people are being targeted by scammers, there are some ways that you can ensure that you stay safe. Keep these few points in mind in order to protect yourself against personal financial scams. <ol><li>Don’t share your personal information with strangers online or on the phone. </li><li>Don’t make any payments just because a stranger told you to. Verify the situation and the person’s credentials. </li><li>Don’t click on suspicious links that are sent to you on emails or text messages. </li><li>Avoid shopping for doubtful websites or accepting job offers from sites that appear dubious. </li><li>Before taking up any job offer, perform a thorough search of the company or the person who is claiming to recruit you. </li><li>Read up a bit about popular scams going on right now. At times, a simple Google Search can help you save up loads of money. </li></ol>

Top 5 personal finance scams in India and how to stay safe from them

<ul class="summary-list"><li>You probably don't think about <a target="_blank" class="" href="https://www.businessinsider.com/youtube">YouTube</a> enough, even though it's enormous.</li><li>It's also unique: It's the only big platform that routinely shares a big chunk of its revenue with its creators.</li></ul>We've had YouTube around for so long — it turns 20 next year — that it's easy to take the service for granted. Even though <a target="_blank" href="https://www.businessinsider.com/youtube-valuation-mrbeast-how-much-worth-2024-3">the world's biggest video site is a giant business</a>, a huge cultural engine, and, a bit weirdly, <a target="_blank" href="https://www.businessinsider.com/youtube-tv-fourth-biggest-pay-tv-cable-broadband-bundle-google-2024-2">a growing cable TV operator</a>.Which means that Neal Mohan, YouTube's CEO, flies under the radar a bit, too. But he shouldn't: His decisions on everything from how YouTube pays the people who make its videos to how it handles misinformation are enormously consequential.I talked to Mohan about both of those topics, and much more, during a recent interview, and you can listen to the entire thing over at <a target="_blank" href="https://link.chtbl.com/kafka">Channels</a>, the weekly podcast I host.But in these edited excerpts, I focused on two things: YouTube's long-standing practice of sharing half its revenue with many of the people who upload videos onto the site — which is unusual for a big internet platform — and how Mohan will handle claims of election fraud around the upcoming US presidential election.Mohan is pretty skilled at not saying things he doesn't want to say — he spoke to me a day after <a target="_blank" href="https://www.nytimes.com/2024/09/16/technology/google-antitrust-youtube-ceo.html">testifying</a> in one of the federal government's two antitrust cases against <a target="_blank" class="" href="https://www.businessinsider.com/google">Google</a>, his parent company — but I think you can still get a sense of what he's thinking here.One thing I think about a lot is the fact that you guys are the only major <a target="_blank" class="" href="https://www.businessinsider.com/onlyfans-business-profit-success-porn-user-generated-content-2024-9">non-pornographic</a> platform to hand out a significant chunk of revenue to people who make the videos. [Your payout] is 55% for a regular video. Why do you think none of your competitors at Instagram, TikTok, Snapchat have instituted a system like the one you guys have?It's a good question. Why do you think that's the case?It's expensive.[nods]You're nodding. This is an audio medium, but you're nodding.I guess what I would say is we are really proud of the fact that we're not just the original, but the largest creator economy.And creators, when they speak with me, they're fundamentally focused on two things. First and foremost, of course, is helping them find and build an audience. Without that, nothing else matters.But the second thing is lots of creative people want to earn a living. They want to build a business on YouTube. And so those are the two fundamental conversations we have. And the last three years, as you know, we've paid out $70 billion to the creator economy. That is something we are enormously proud of.But to be a devil's advocate — don't you look at the folks at Instagram, the folks at TikTok, and go "They're building huge businesses. Creators seem to be making stuff for them. They're not getting anything out of it, or they're getting very little compared to what we pay. I wish we could pay less." Do you have that conversation?Our mission is to give everyone a voice and show them the world that's core to what we do. And you can't do that in any meaningful way without also giving [creators] the means to build a livelihood on the platform.But instead of 55%, it could be 25%, right? It would still be better than any other deal you get anywhere else. You're still providing all those tools. People are still going to use you because you're still cutting bigger checks than anybody else. Why not do that?I am a firm believer that the real path to success here is to grow the overall pie … as opposed to thinking about whether the share should be X or Y.You rolled out <a target="_blank" class="" href="https://www.youtube.com/hashtag/shorts">Shorts</a> a couple of years ago. <a target="_blank" class="" href="https://www.businessinsider.com/youtube-shorts-gains-on-tiktok-as-app-for-music-fans-2024-7">It's your TikTok clone</a>, and that has a different payout. It's 45% instead of 55%. Why is that a lower percentage?Well, the mechanics of Shorts monetization work a little bit differently. The modality is consumption in a feed that you're scrolling through. So those dollars are pooled as opposed to the way that they work in kind of traditional YouTube long-form, with the ads being associated with the videos. So, just even the concept of rev share, just there at a base level, is a bit different.There are other things also that go into producing and having Shorts content created that are just different in terms of the cost structure. A lot of Shorts is about creation within the platform. So there's a lot of resources we invest in to make it so that those creation tools are effective, that all those filters and effects work the way that they do, so that they get distributed in the feed. So it's just a different set of services that we offer to creators vs. long-form, which, as you know, traditionally has grown up through people just uploading to YouTube.So your costs are greater.There's just a lot of tools and services that we provide in that context, the mobile creation context, that traditional long-form YouTube videos didn't have as that side of the business.So here's a hypothetical, but not that hypothetical scenario. I assume you have thought about it: We're going to have an election in November, and there's a scenario where Donald Trump loses — is declared the loser by news organizations — and Donald Trump and his allies say, "This is not true. We're going to fight this. We're going to basically replay <a target="_blank" href="https://www.businessinsider.com/trumps-stop-the-steal-lie-bigger-threat-russiagate-2021-10">Stop the Steal</a>." Have you thought about how you're going to handle people saying that the election was fraudulent?I'll say a few things. First, just like 2020 and 2022 and the dozens and dozens of elections around the world, responsibility is our top priority. I have a team that is focused on election integrity. We just concluded the world's largest election that happened over six, seven weeks, in India, where we went through a lot of this and had to remain vigilant. And the US election is not going to be different in that context. And so all the tools that we have learned have been effective here are going to be tools and capabilities that we're going to have in place.I'll explain the hierarchy [of our plan] from my standpoint, which is first and foremost — and really, where a lot of the action happens on a platform like YouTube — making sure that we're actually raising up content that comes from authoritative sources.You go to YouTube, you're looking for information. And so you should get it from those types of sources, whether that's CNN or The New York Times or Fox News. That's going to be first and foremost.It's not what gets talked a lot about, but that's actually what users experience.Our election integrity rules of the road are pretty clear. We are going to enforce those regardless of what happens there.But the other thing that's also very important is we have these core principles, but we also need to remain flexible to what's actually happening in the environment. And we will be in this case as well.If we have a replay of 2020, where this year's equivalent of <a target="_blank" href="https://www.businessinsider.com/category/rudy-giuliani">Rudy Giuliani</a> is running around with Donald Trump saying, "There's fraud here, there's fraud there," making up claims — you guys aren't in a position to evaluate whether they're making up those claims. Do you allow them to put those on YouTube? Do you allow people to report on those claims?Generally speaking, we are an open platform of really wide political discourse. And, as you know, leading up to an election, post an election, a lot of that political discourse is very heated, lots of opinions flying around. And the basis for how YouTube works is we allow for that content to exist and for people to access that content. But what's also happening is this content from authoritative sources, news sources that are actually covering the details, the analysis rises to the top in recommendations, but you also see it very visibly in the breaking news shelf when you open up the app when you're searching for that type of information.You keep asking about what stays up and what comes down. But what I'm trying to say is that a lot of what's actually important to the user experience is a lot of these partnerships that we have with news organizations and whose content actually shows up.That sounds totally reasonable to me, but I live in reality. I'm a fact-based person. But there's going to be people who go, "What happened to so-and-so conspiracy theorist? The video is still there, but you're not pushing it to me. Instead, you're showing me the biased news from ABC or CNN or New York Times, and you're not giving me what I want. You are engaged in bias, you're engaged in some sort of censorship."We can do a couple of things. First is, we have to be clear in terms of our principles, like hopefully I've been able to articulate for you here. And then we have to be transparent about what our community guidelines are, and then we have to do our best to actually enforce against those. And we're going to get criticized regardless of the types of decisions make, but our duty is to be principled about it, transparent about it, and to have really high-quality enforcement around our rules of the road.Do you ever sort of look longingly over at <a target="_blank" class="" href="https://www.businessinsider.com/elon-musk-brazil-free-speech-content-moderation-fines-seizure-2024-9">Elon Musk and what he's doing at Twitter</a> and go, "Man, my job would be much easier if we just didn't really involve ourselves in moderation very much at all?"I think that our approach to responsibility, how we think about our community guidelines, is core to how YouTube operates. It's what our users expect of us, it's what our creators expect, and it's what our advertisers and brand partners expect on YouTube. And you should expect us to continue with those core principles.<a target="_blank" href="https://www.businessinsider.com/rising-sports-cost-is-threat-to-hollywood-tv-budgets-2024-6">Amazon just picked up a digital package from the NBA</a>. You're a big NBA fan. I'd heard, and I think there's been <a target="_blank" href="https://www.wsj.com/business/media/nba-tv-rights-talks-heat-up-with-amazon-youtube-vying-to-air-games-6741e60a">some</a> <a target="_blank" href="https://puck.news/wbd-rebuffed-a-proposed-nba-rights-partnership-with-youtube/">reporting</a> out that you guys made an offer for that package. Is that true?Look, we talk to the NBA all the time. They have been a super longstanding partner for a couple decades now. They operate very large channels. The teams operate channels. I'm not going to comment on anything specific other than the fact that I remain <a target="_blank" href="https://www.nytimes.com/athletic/708046/2019/01/09/warriors-in-the-arena-where-silicon-valley-merges-with-steph-curry-and-co/">a very ardent Warriors fan</a>.

YouTube's CEO on hefty creator payouts, election deniers, and the NBA: Q&A 

The <keyword id="1370377" type="General" weightage="20" keywordseo="BPM-industry" source="Orion">BPM industry</keyword> in India is at the cusp of a transformation and the demand for AI-enabled talent is set to surge, redefining workforce needs across the sector. “My spectrum tells me, in the next 3-5 years, there’s going to be an uptick in AI-enabled workers till the time that models stabilise,” said Nitasha Atreya, the Head of Transformation, Digital Operations and Platforms at Wipro, during a panel discussion on “AI-Ready <keyword id="20041791" type="General" weightage="20" keywordseo="bpm" source="keywords">BPM</keyword> Industry in India,” hosted by Business Insider India. While AI has the potential to streamline many business processes, industry experts caution against relying solely on AI. Human intervention is still required, which means skilling new talent and upskilling existing talent is vital to leveraging AI effectively. Investing in these areas allows organisations to better meet evolving demands with a workforce that complements AI-driven solutions. <div type="Youtube" id="3ewvUSYfG1M" title="Al-Ready BPM Industry In India" thumbUrl="https://i.ytimg.com/vi/3ewvUSYfG1M/mqdefault.jpg"><url><![CDATA[https://www.youtube.com/watch?v=3ewvUSYfG1M]]></url></div> <h2>Why human intervention is critical</h2>As the demand for AI and generative AI models is rising among BPM clients, particularly for model-building capabilities, so is the demand for AI-skilled workers. “For us to have the right intervention for human-in-the-loop processes, it’s essential that we develop an AI-enabled workforce,” Mythily Ramesh, Co-Founder and Director of NextWealth told Business Insider. Ramesh shared industry projections that estimate AI could create up to 100 million jobs globally. AI models generate predictions based on historical data and probabilities, but human oversight is essential to ensure accuracy and minimise errors. “AI as an enabler or augmenting the human workforce is probably the way this industry is going to progress. With the risks that are associated with completely leaving AI to replace humans – it’s just not going to work,” explained <keyword id="23987938" type="General" weightage="20" keywordseo="sundar-hariharan" source="keywords">Sundar Hariharan</keyword>, Vice President of Digital Business Experience Centre at Alorica IQ. <h2>Shaping the future of AI And BPMs with collaborative intelligence</h2>The panellists emphasised a significant challenge in AI model development: only 1 in every 100 models actually makes it to deployment. For all of these models, a rigorous process of training and fine-tuning is required, using either synthetic or human-generated data. This process is not just about feeding the model data but also validating the output to ensure it functions as intended. “There’s a lot of requirements for data training and validation,” said Ramesh, highlighting the substantial demand for data annotators, labelers, and specialists in areas like image and video annotation. These roles are crucial for ensuring that the data used to train models is of high quality and accurately reflects the task at hand. However, the skills required for these roles go beyond traditional data labelling. The workforce must move away from rigid Standard Operating Procedures (SOPs) and understand the context in which data is being used. This requires employees to make judgement calls that help refine the model’s performance, adapting to continuously evolving instruction sets. "It’s collaborative intelligence—human intelligence combined with artificial intelligence," Ramesh noted. To address this evolving demand for skills, companies like Wipro have implemented comprehensive upskilling programs. These programs are tailored to different business segments, from basic AI awareness (AI 101) to advanced training for developers, engineers, and architects—those working directly on the models. Atreya shared that over 10,000 developers and engineers at Wipro are currently receiving training across these programs. <h2>AI’s role in transforming BPM operations</h2>According to Suhrid Brahma, the Chief Technology Officer at WNS Global Systems, the core model of the BPM industry is changing. “There is a shift from focus on people, to outcomes and value-add as an industry,” he said. He outlines a three-part strategy for the upgrades needed in AI-driven BPM, beginning with AI in operations. By building an AI-skilled workforce and maintaining a ‘human in the loop’ approach, organisations can maximise the value of AI while keeping essential human oversight. The second area is AI for applications and platforms. Each BPM deal has a technological component, which varies from client to client, but AI should be woven directly into these enterprise systems to ensure seamless functionality. Lastly, he highlights AI’s evolving role in analytics, shifting from retrospective analysis to providing predictive insights that drive proactive decision-making across the organisation. “This whole industry will grow for sure. But the nature of work we do, the kind of value-add we do for clients and the kind of outcomes we deliver as an industry, will definitely change,” Brahma noted. <h2>Navigating an evolving AI landscape in BPM</h2>As AI continues to reshape BPM, the nature of customer needs is also changing. With AI, businesses now have the potential to drive end-to-end process automation, where one part of the process is handled by the BPM organisation and the other by the client, fostering a more collaborative approach to AI adoption. Hariharan noted that BPM providers are transitioning into more tech-driven organisations, as AI increasingly becomes a key enabler of business processes. However, the road to AI integration is not without challenges. Atreya pointed out several challenges like siloed technology limiting the potential of AI to drive meaningful results. Atreya highlighted that siloed technology often limits the ability of AI to drive results. Organisations must assess whether they are AI-ready, with a mature data infrastructure and robust data availability. According to her, the most pressing concern remains ensuring ethical and responsible AI deployment, as new regulations continue to evolve. For sectors like BFSI, tech integration is already advanced, but industries like logistics have an opportunity to leapfrog by integrating systems and running processes end-to-end with AI, according to Brahma. He emphasised the importance of data integration to fully benefit from AI. Looking ahead, the panellists see huge opportunities in sectors like e-commerce and automotive, where AI-driven services are changing the landscape. The key to success will be collaboration, integration, and a well-trained workforce prepared to drive this AI-enabled transformation. This article is part of a four-part webinar series in partnership with nasscom. These monthly webinars aim to delve deep and offer insights into the evolving BPM landscape. You can watch the full video of the third session <a href="https://youtu.be/3ewvUSYfG1M">here</a>. Disclaimer: This article is generated and published by the Insider Studios team. You can get in touch with them on <a href="mailto:insiderstudios@businessinsider.in">insiderstudios@businessinsider.in</a>

India's BPM industry to see sharp demand for AI-skilled talent over the next 3-5 years

<keyword id="19902762" type="General" weightage="20" keywordseo="google" source="keywords">Google</keyword>, which spent $2.1 billion on severance and other expenses as it laid off more than 12,000 employees last year, will spend another $700 million on employee severance charges for the first quarter of this year. Alphabet (the parent company of Google) posted revenues of $307 billion for the full year 2023, up 9 per cent compared to 2022. "We ended with a strong fourth quarter (quarter ended December 31) with consolidated revenues of $86.3 billion, up 13 per cent versus last year in both reported and constant currency. Search remained the largest contributor to revenue growth," said <keyword id="20233484" type="General" weightage="20" keywordseo="ruth-porat" source="keywords">Ruth Porat</keyword>, Chief Financial Officer. At this point in the quarter, the company estimates that severance-related expenses will be roughly $700 million in the first quarter "as we've continued these efforts". "We will continue to invest in top engineering. So that's sort of the big one, if you start with product prioritization and organizational design, which is why also the note about the severance-related expense, which helps pave the way as we're continuing to do the work that we're doing," Porat told analysts during the earnings call late on Tuesday. Within Google Services, revenues were $76.3 billion, up 12 per cent. Google Search and other advertising revenues of $48 billion in the quarter were up 13 per cent, led again by growth in retail. YouTube advertising revenues of $9.2 billion were up 16 per cent, driven by both direct response and brand advertising, said the company. "Subscriptions are growing strongly, powered by <keyword id="20184157" type="General" weightage="20" keywordseo="youtube-premium" source="keywords">YouTube Premium</keyword> and Music, <keyword id="20238936" type="General" weightage="20" keywordseo="youtube-tv" source="keywords">YouTube TV</keyword>, and Google One. Three, Cloud, which crossed $9 billion in revenues this quarter and saw accelerated growth, driven by our gen AI and product leadership," said <keyword id="19954681" type="General" weightage="20" keywordseo="sundar-pichai" source="keywords">Sundar Pichai</keyword>, Alphabet and Google CEO. "We have long led the way in using AI to improve many of our products from search to ads to most of our consumer and enterprise products, helping billions of people already," he added. SEE ALSO:<a href="https://www.businessinsider.in/business/auto/news/porsche-macan-ev-arrives-in-india-to-take-on-mercedes-and-audi/slidelist/107261991.cms" target="_blank"></a> <a href="https://www.businessinsider.in/business/auto/news/porsche-macan-ev-arrives-in-india-to-take-on-mercedes-and-audi/slidelist/107261991.cms" target="_blank">Luxury EV new entrant – After Mercedes and Audi, India has the Porsche Macan</a><a href="https://www.businessinsider.in/tech/mobile/webstories/realme-12-pro-plus-vs-redmi-note-13-pro-plus-price-specs-and-features-compared/slidelist/107266344.cms" target="_blank"></a> <a href="https://www.businessinsider.in/tech/mobile/webstories/realme-12-pro-plus-vs-redmi-note-13-pro-plus-price-specs-and-features-compared/slidelist/107266344.cms" target="_blank">Realme 12 Pro Plus vs Redmi Note 13 Pro Plus – battle of the new mid-range smartphones</a><a href="https://www.businessinsider.in/tech/mobile/news/the-iphone-15-is-15000-cheaper-in-india-after-four-months-of-launch/articleshow/107260910.cms" target="_blank"></a> <a href="https://www.businessinsider.in/tech/mobile/news/the-iphone-15-is-15000-cheaper-in-india-after-four-months-of-launch/articleshow/107260910.cms" target="_blank">The iPhone 15 is ₹15,000 cheaper after four months of launch</a>

Google posts $307 bn revenue in 2023, spent billions of dollars to lay people off

Google-owned YouTube has announced that it will introduce 30-second non-skip ads on connected TVs (CTVs), replacing the two 15-second consecutive ads. "We're bringing 30-second non-skips to <keyword id="9248507" type="General" weightage="80" keywordseo="youtube-select" source="Orion">YouTube Select</keyword> on <keyword id="274277" type="General" weightage="80" keywordseo="ctv" source="Orion">CTV</keyword>," YouTube said in a blogpost on Thursday. The company said that running longer-form creative on the big screen aligns with advertisers' objectives, and allows for richer storytelling. As YouTube Select is now landing over 70 per cent of impressions on the TV screen, the company is making it easier for advertisers to use existing assets in front of the most-streamed content. Moreover, the company is bringing new Pause experiences to CTV, so advertisers can drive awareness or action by owning that unique interactive moment when people pause a video, meaning it will allow advertisers to showcase their brand when a video is paused. In addition, YouTube announced that advertisers will soon be able to reach football fans across its entire portfolio of <keyword id="103436" type="General" weightage="80" keywordseo="nfl" source="Orion">NFL</keyword> content, including live games on <keyword id="2041256" type="General" weightage="80" keywordseo="youtube-tv" source="Orion">YouTube TV</keyword> and Primetime Channels, as well as while watching highlights, post-game commentary, and other related content. Meanwhile, YouTube has said that it is rolling out its streaming television service's new "multiview" feature to all users that allow subscribers to watch up to four different programmes at the same time. SEE ALSO: <a href="https://www.businessinsider.in/tech/news/battlegrounds-mobile-india-to-return-soon-company-receives-permission-from-government/articleshow/100346259.cms">Battlegrounds Mobile India is relaunching soon, but government says final call only after a 3-month trial</a> <a href="https://www.businessinsider.in/tech/news/apple-app-store-prevented-over-2-billion-in-fraudulent-transactions-last-year-banned-282-million-user-accounts/articleshow/100322718.cms">Apple App Store prevented over $2 billion in fraudulent transactions last year, banned 282 million user accounts</a> <a href="https://www.businessinsider.in/business/auto/news/electric-scooters-and-bikes-may-get-costlier-as-government-looks-to-revamp-the-fame-ii-scheme/articleshow/100321089.cms">Electric two wheelers may get costlier as government looks to revamp the FAME-II scheme</a>

YouTube to bring 30-second non-skip ads to connected TVs

India’s <keyword id="20312255" type="General" weightage="20" keywordseo="Business-Process-Management" source="keywords">Business Process Management</keyword> (<keyword id="700088" type="General" weightage="20" keywordseo="bpm" source="Orion">BPM</keyword>) industry is defying predictions that generative artificial intelligence (Gen-<keyword id="6355999" type="General" weightage="20" keywordseo="ai" source="Orion">AI</keyword>) could pose challenges for them. Instead, the sector is making a bold bet on AI and skilled talent to fuel its resurgence. With significant investments underway, industry leaders are confident that these efforts will show results within the next 3-5 years. “All of us are investing. And, the ROI will start coming in the next 3-5 years,” Harita Gupta, Head of Global Experience, SVP Global Business Operations Solutions and Support at Sutherland and the chairperson of <keyword id="19955786" type="General" weightage="20" keywordseo="Nasscom" source="keywords" meta.keywordsubtype="org" meta.entityname="Nasscom" meta.hostid="261" meta.entityid="Nasscom">Nasscom</keyword> BPM Council. She shared these insights during a panel discussion on “Data, Technology, Skill and Customers – The New Value Levers for BPM in India,” hosted by Business Insider India. Leaders in the <keyword id="21482461" type="General" weightage="20" keywordseo="BPM-industry" source="keywords">BPM industry</keyword> are confident about <keyword id="19985355" type="General" weightage="20" keywordseo="Gen-AI" source="keywords">Gen-AI</keyword>’s potential to create markets that have never existed before, help them do what they have already been doing for a decade more efficiently, and transform their companies into AI-driven enterprises. The Indian BPM industry generated $48.9 billion revenue as of FY24. <div type="Youtube" id="utbJS9i9RgA" title="Unlocking New Value Levers For BPM In India: The Role Of Data, Tech, Skill And Customers" thumbUrl="https://i.ytimg.com/vi/utbJS9i9RgA/mqdefault.jpg"><url><![CDATA[https://www.youtube.com/watch?v=utbJS9i9RgA]]></url></div> <h2>Tapping into emerging <keyword id="21859797" type="General" weightage="20" keywordseo="talent-hubs" source="keywords">talent hubs</keyword></h2> Traditionally, it is present in India’s metro cities, like Delhi, Bombay, Bombay and Pune. In its second innings, the BPM industry has shifted its focus to Tier-II and Tier-III cities, which offer a wealth of talent, lower operational costs and more accommodative regulations. “The industry has started to take jobs to where the talent is rather than the other way around,” remarked Sapna Bhambani, the Senior VP of Operations and Geo Leader at TaskUs. She highlighted that over half of TaskUs’ business is now based out of Tier-II cities with Indore and Mohali leading the way. “The states where the government is extending a helping hand are the most successful emerging hubs,” Bhambani added. Nasscom too is keen on Tier-II and Tier-III cities for the expansion of the BPM industry, identifying Lucknow, Kanpur, Coimbatore, Trichy, Indore, Bhopal, Vizag and Vijayawada as notable emerging hubs. Gupta emphasised that the industry body will be working hand-in-hand with the universities and institutions in the area to build talent pipelines and garner support. And hiring from Tier-II cities is not just about tapping into new talent pools; it’s also improving employee retention, which has been a pain point for the industry in recent years. Tech Mahindra has tried to counter this by hiring for non-frontline roles from within the company, rather than hiring new talent. However, as Venkatesh Korla, the CEO of Americas at Hinduja Global Solutions (HGS) pointed out, a cultural shift is still needed to rebrand BPM jobs. “It’s changing. It’s not 100 percent there yet… They’ve realised there’s a lot more stickiness and a lot more opportunity in the BPM space, and we see talent also want to take on these jobs,” Korla explained. <h2>Creating new markets</h2>Most AI processes are trained using large language models (LLMs). Many, GPT-Neo and BERT, are open-source, which means they’re free for anyone to use. However, enterprises are looking to build their own LLMs in-house to train their AI products primarily to maintain control over proprietary data – a move that opens up new opportunities for BPM firms. “Large SAS companies want to integrate their own LLM in their products and they require the same BPM services to actually train their models. That’s a huge opportunity,” Birendra Sen, the President of Business Process Services at Tech Mahindra, told Business Insider. <h2>The need for experimentation</h2>While the use of Gen-AI in the BPM industry is widespread, many initiatives are still in the Proof of Concept (POC) stage. This implies that while there is investment, both in terms of money and manpower, directed at creating more Gen-AI led solutions, they may not necessarily succeed. “If something fails, we just fail fast and move,” Gupta told Business Insider. Moreover, leaders like Venkatesh Korla view AI as a transformative tool that complements human expertise rather than replacing it. “AI is going to help in coaching, compliance, and in quality control. I call this the Iron Man's suit or the J.A.R.V.I.S. for Iron Man because it never replaces the human inside the suit. So, that's really how we need to look at it,” Korla remarked. India’s BPM sector has demonstrated resilience and adaptability in the face of previous challenges, such as the rise of automation and the shift towards digital services. It is now poised to reinvent itself, this time by integrating AI with human expertise and expanding into new talent hubs. With a strong focus on innovation and upskilling, industry leaders are optimistic about the future, anticipating that these strategic moves will secure India’s position as a global leader in the BPM landscape over the next few years. This article is part of a four-part webinar series in partnership with Nasscom. These monthly webinars aim to delve deep and offer insights into the evolving BPM landscape. You can watch the full video of the first session <a href="https://www.youtube.com/watch?v=utbJS9i9RgA">here</a>. Disclaimer: This article is generated and published by the Insider Studios team. You can get in touch with them on insiderstudios@businessinsider.in

The future of BPM in India: AI, talent hubs and a new growth strategy

Google-owned YouTube has announced that it will update its approach to eating disorder-related content to create space for community, recovery and resources while protecting viewers in the coming weeks. "We've long had policies to remove content that glorifies or promotes eating disorders. Moving forward, we'll be updating our Community Guidelines to also prohibit content about eating disorders that feature imitable behaviour, or behaviour that we worked with experts to determine can lead at-risk viewers to imitate," Youtube said in a blogpost. According to the company, the policies could include -- disordered eating behaviours, such as purging after eating or severely restricting calories, and weight-based bullying in the context of eating disorders. The company has collaborated closely with <keyword id="309749" type="General" weightage="20" keywordseo="neda" source="Orion">NEDA</keyword> (<keyword id="15799100" type="General" weightage="80" keywordseo="national-eating-disorder-association" source="Orion">National Eating Disorder Association</keyword>) and other organisations to deepen its understanding of imitable behaviour, its potential manifestations in content, and its impact on vulnerable viewers as part of the development of its new policies. Moreover, to ensure appropriate content viewing, the company has implemented 'age restrictions' on certain materials discussing disordered eating behaviours in the context of recovery, as well as those that feature <keyword id="17187575" type="General" weightage="80" keywordseo="edsa" source="Orion">EDSA</keyword>, as they may not be suitable for all ages. "Some videos will not be available to viewers under 18 if you're signed out, or if the video is embedded on another website," the company said. Further, Youtube has introduced eating disorder crisis resource panels under videos, which are currently available at the top of search results related to eating disorders in the US, UK, <keyword id="3658" type="General" weightage="20" keywordseo="india" source="Orion">India</keyword>, <keyword id="6356687" type="General" weightage="20" keywordseo="canada" source="Orion">Canada</keyword>, Japan, Korea, Mexico, France and Germany, the company said. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/careers/news/top-10-great-place-to-work-in-india-as-per-linkedin/slidelist/99606287.cms">Looking for a great place to work? Here are India’s most coveted companies</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/demat-account-additions-slow-as-markets-languish-upstox-icici-securities-5paisa-capital-lose-market-share/articleshow/99607157.cms">Demat account additions slow as markets languish; Upstox, ICICI Securities, 5Paisa Capital lose market share</a>

YouTube announces new policies on eating disorder content

Google-owned <keyword id="10879" type="General" weightage="20" keywordseo="youtube" source="Orion">YouTube</keyword> has announced that it is testing a new feature that allows users to easily watch videos at 2x speed. "Long press anywhere on the player while watching a video to automatically bump the playback speed to 2x," the company said on its experiments page. Although the feature is in testing, Premium members can access this feature until August 13. This feature will be helpful as currently, users have to follow a few steps to move up the playback speed on the platform which might be frustrating for some people. The company also mentioned another feature it is testing that provides bigger previews to users while seeking. "We've enlarged the preview thumbnail that you see when moving forward or back in a video." This feature will be helpful as it will make it easier for users to find the exact moment in the video that they want to watch. Premium members can access this functionality until August 13. Earlier, the company had announced that it was testing a new lock screen feature, which will allow users to disable touch input while watching a video. It will help prevent accidental taps causing pause, skip or disruption of the video. When initially announced, this lock screen feature was accessible to Premium users until July 30, however now, the company has extended it to August 5. Last month, the video-sharing platform had said that it was testing a three-strikes policy for people using ad blockers. "We're running a small experiment globally that urges viewers with ad blockers enabled to allow ads on YouTube or try YouTube Premium. Ad blocker detection is not new, and other publishers regularly ask viewers to disable ad blockers," a YouTube spokesperson had said. The company also provided details on how the policy works, while noting that "ad blockers violate YouTube's Terms of Service". SEE ALSO:<a href="https://www.businessinsider.in/business/auto/news/porsche-cayenne-cayenne-coupe-bookings-start-in-india-price-features-and-more/slidelist/101826310.cms" target="_blank"></a> <a href="https://www.businessinsider.in/business/auto/news/porsche-cayenne-cayenne-coupe-bookings-start-in-india-price-features-and-more/slidelist/101826310.cms" target="_blank">Porsche Cayenne, Cayenne Coupe bookings start in India – Price, features and more</a><a href="https://www.businessinsider.in/business/auto/news/kia-seltos-facelift-vs-hyundai-creta-comparison-of-best-suvs-of-price-and-features/slidelist/101820842.cms" target="_blank"></a> <a href="https://www.businessinsider.in/business/auto/news/kia-seltos-facelift-vs-hyundai-creta-comparison-of-best-suvs-of-price-and-features/slidelist/101820842.cms" target="_blank">Sibling rivalry: Kia Seltos facelift vs Hyundai Creta – which SUV should you opt for?</a> <a href="https://www.businessinsider.in/tech/news/apple-may-launch-the-m3-powered-macbook-air-macbook-pro-and-imac-in-october/articleshow/101814955.cms">Apple M3-powered Macs expected to launch in October, iPad Pro may follow next year</a>

YouTube testing feature that let users easily watch videos at 2x speed

Top 10 most-subscribed YouTube channels in India

<ul><li>An average user spends as much as 1.2 hours a day scrolling through <keyword id="13284157" type="General" weightage="20" keywordseo="short-form-videos" source="Orion">short form videos</keyword>.</li><li>As many as 65-75% users of home grown short format video users are from Tier 2+ cities.</li><li>Users are also happy with these platforms as 58% surveyed say that they increased SFV usage in the last six months.</li><li>Content relevance across India's SFV platforms typically falls within the 80% range. </li></ul>Over 250 million Indians subscribe to short-form videos across Indian home-grown apps like <keyword id="2995316" type="General" weightage="20" keywordseo="dailyhunt" source="Orion">DailyHunt</keyword>, <keyword id="6393600" type="General" weightage="20" keywordseo="josh" source="Orion">Josh</keyword>, Josh, <keyword id="8678883" type="General" weightage="20" keywordseo="moj" source="Orion">Moj</keyword>, <keyword id="2368386" type="General" weightage="20" keywordseo="roposo" source="Orion">Roposo</keyword> and more. This does not include popular international platforms like Instagram Reels or <keyword id="8993383" type="General" weightage="50" keywordseo="youtube-shorts" source="Orion">Youtube Shorts</keyword>. An average user spends as much as 1.2 hours a day scrolling through short-form videos, says a recent report by Redseer. Interestingly, as much as 65-75% of the users that are hooked onto these primarily user generated content (UGC) platforms, are from Tier 2+ cities. “A sizable user base of these (home grown) platforms reside in Tier 2+ and rural regions and over 100 million users of these platforms transact online,” Redseer said. The trigger for the growth of home grown apps in India, is the banning of TikTok that made them grow. “Over 58% of the survey respondents reported an increase in their SFV usage over the past six months, indicating significant user satisfaction with these platforms,” the report added. What’s keeping Bharat hooked on them? High-quality creator base, localised and regional content the report says adding that platforms too launched creator programs, fostered collaborations with celebrities, and attracted and onboarded local talent. There’s an avalanche of original content across genres, languages and more hitting these platforms. An analysis of real-time feed data (around 1,20,000 videos per year) indicates that the original content percentage has increased significantly with over 99% original content on every refresh during Jan-Aug 2023 compared to 92% original content in 2022, Redseer says. We know what Short you’ll like That’s only one part of the story. The other part is that algorithms are at play to keep people hooked on these platforms by suggesting the right kind of Short or Reel to the user that’s most keen on it. Content is fresh, not repetitive but the platform also knows which type of cat video to suggest, or the right joke that will land on the right person’s phone. “These platforms employ robust recommendation engines, ensuring a consistent stream of fresh content with each feed refresh,” the report adds. They tag the creators in, and use in-house machine learning (ML) and natural language processing (NLP) algorithms to ensure accurate genre tagging. Content relevance across India's SFV platforms typically falls within the 80% range. It means if there is a video that’s being made in any corner of the world – your app will bring it to the screens.

One in six Indians spends 1.2 hours a day scrolling through Shorts, Reels & more such

<ul><li>YouTube introduces handles that will appear on channel pages and <keyword id="62296" type="General" weightage="80" keywordseo="shorts" source="Orion">Shorts</keyword>.</li><li>Handles will help in simpler and faster tagging.</li><li>The availability of Handles depends on several factors, including subscriber count and whether the channel is active or inactive.</li></ul>YouTube has introduced handles, a new way for people to easily find and engage with creators and each other on the Google-owned streaming platform. Handles will appear on channel pages and Shorts so that they will be instantly and consistently recognisable. It will soon be simpler and faster to mention each other in comments, community posts, video descriptions, and more. "For example, creators can be shouted out in a mention in comments or tagged in the title of a recent collab, helping them increase visibility and reach with new audiences," the company said in a blogpost. "Handles join channel names as another way to identify a YouTube channel, but unlike channel names, handles are truly unique to each channel so creators can further establish their distinct presence and brand on YouTube," it added. Over the next month, the platform will notify creators when they can choose a handle for their channel. "In most cases, if a channel already has a personalised URL, that will automatically become their default handle, or they can opt to change the handle for their channel as soon as the notification in <keyword id="6731673" type="General" weightage="50" keywordseo="youtube-studio" source="Orion">YouTube Studio</keyword> comes through," the platform said. "Because handles must be unique and every channel on YouTube will have one, we are rolling them out gradually," it added. The timing of when a creator will get access to the handles selection process depends on several factors, including overall YouTube presence, subscriber count and whether the channel is active or inactive. SEE ALSO: <a href="https://www.businessinsider.in/stock-market/news/indian-markets-open-lower-due-to-weak-global-cues-fii-outflows-and-rupee/articleshow/94775844.cms">Indian markets open lower due to weak global cues, FII outflows and rupee</a> <a href="https://www.businessinsider.in/business/corporates/news/moonlighting-is-an-ethical-issue-says-tcs-hr-head/articleshow/94765592.cms">Moonlighting is an ethical issue says TCS HR head</a>

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