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Reliance Jio lured millions of Indians online with cheap data and is reshaping the internet - Business Insider

Reliance Jio lured millions of Indians online with cheap data and is reshaping the internet - Business Insider

Reliance Jio lured millions of Indians online with cheap data and is reshaping the internet - Business Insider
Jul 14, 2020 1 min, 40 secs

The "Jio effect" is little known outside India, but it's already reshaped the way Silicon Valley does business.

It began charging nominal amounts for data in 2017 and, by then, the Indian appetite for internet content knew no bounds in part thanks to the availability of budget Android smartphones.

"You can get around 28 GB of data for just a couple of dollars," Shah said.

Most consumers outside India won't have really noticed what this means for the wider internet, but one incident really put the Jio effect on the map: the battle in 2019 between the Indian record label T-Series and the popular Swedish gaming vlogger PewDiePie to become the YouTube channel with the most subscribers.

T-Series is a long-established Indian record label, producing music videos in various Indian languages and highly successful blockbuster films, all directed at the home market.

But the cumulative effect of millions of Indians discovering their favorite Bollywood music on YouTube kicked in, and T-Series became the most popular YouTube channel in May 2019.

"Most users have warmed up to YouTube to consume content, not just video, but music," he said.

People like T-Series or Star Network are seeing growth in video as well as music content.".

Neeraj Kalyan, the president of T-Series, told Business Insider in 2019: "The recent growth of internet in India has increased the consumption of Indian content and, because of the decreased data costs, increased internet penetration, and higher bandwidth, this has been a real catalyst.

The firm first mentioned the effect of cheap data in India on its 2016 third-quarter earnings call when chief financial officer Dave Wehner said: "We're seeing the introduction of low price data plans in markets like India and Mexico contributing [to user growth]."

And Google has been flagging the massive growth in Indian Android users since early 2017, not long after the launch of Reliance Jio

At the beginning of 2019, the firm said India was the fastest-growing market for YouTube

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