YouTube, owned by Google, has introduced "BrandConnect", its branded content platform, for eligible creators and specific advertisers in India. The company aims to simplify the collaboration, creation, promotion, and measurement of sponsored creator content for creators, top brands, and leading agencies. Google mentioned in a blog post that this initiative will facilitate a smoother execution of branded content campaigns for brands by identifying the appropriate mix and profile of creators to collaborate with. Simultaneously, creators will have a new opportunity to gain visibility and increase earnings from their content.

YouTube, in addition to providing a platform for everyone, expressed its intention to offer a creative workshop equipped with the necessary tools to inspire creativity. The company aims to provide a creative studio to bring ideas to life, a spotlight to aid audiences in discovering their preferred content, and a personal box office to help creators increase their earnings. Furthermore, YouTube has introduced a new Podcasts feature, gradually rolling it out to all listeners in India. Google mentioned that the YouTube Studio's new features simplify podcast publishing, while Podcast shelves on the YouTube Music homepage enhance discovery for listeners and boost engagement for creators.

The technology giant further stated, "With podcasts accessible for on-demand, offline, and background listening on YouTube Music in India, it creates the potential to increase earnings on the platform through advertisements and subscriptions". Concurrently, YouTube has introduced play counts for each song in its Music app and expanded the availability of the generative AI creator for playlist artwork. Users will now observe the play count for each track when navigating through an album or public playlist generated by YouTube Music.