YouTube is expanding its Shopping Affiliate Program in India to help creators turn their content into sustainable businesses. With over 200 million logged-in users searching for shopping content and shopping-related watch time growing more than 250% year over year, YouTube has become a key space for product discovery and trusted recommendations.
In the past year, 40% of eligible Indian creators have joined the program, producing over 3 million videos tagged with affiliate products. To further this momentum, YouTube has partnered with beauty platforms Nykaa and Purplle to offer creators a wider product range and new income opportunities.
YouTube is also rolling out AI-powered product tagging, which automatically identifies and tags items when they appear in videos, improving viewer engagement. New tools will simplify brand collaborations through easier ad insertions, direct shopping links in Shorts, and a Creator Partnerships Hub inside Google Ads. These steps aim to make brand-creator partnerships more efficient while helping businesses reach highly engaged audiences.
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