India is home to over 3 billion YouTube viewers and more than 200,000 active content creators, yet the platform itself is owned by Google, a U.S.-based company. Now, India is preparing to launch its own video-sharing platform through Prasar Bharati, aiming to empower creators and reduce dependency on foreign tech giants.
The YouTube Paradox: Billions of Users, But No Ownership
India’s digital landscape is booming. With billions of views generated daily and lakhs of creators earning through YouTube, the platform has become a vital part of the Indian economy. However, YouTube is not Indian-owned, and its policies often leave Indian creators frustrated.
- Monetization hurdles: 4,000 watch hours and 1,000 subscribers are required to earn revenue.
- Content strikes: Automated systems flag videos without human review.
- Policy disconnect: Global rules don’t always align with Indian content norms.
Despite contributing massively to YouTube’s traffic and revenue, Indian creators have little control over platform decisions.
Enter WAVES: India’s Homegrown OTT Platform
Prasar Bharati, India’s public broadcaster, has launched WAVES, an OTT platform designed to host live TV, radio, and soon, user-generated content. The CEO of Prasar Bharati, Gaurav Dwivedi, confirmed that YouTube-style uploads and subscriptions are being developed for WAVES.
- Faceless content submission: Creators will be able to upload videos directly.
- Transparent monetization: A Pay-Per-View model will reward creators based on validated views.
- Free access for viewers: During the pilot phase, all content will remain free.
This initiative aligns with Prime Minister Narendra Modi’s vision of Atmanirbhar Bharat, encouraging self-reliance in digital infrastructure.
Economic Impact: Keeping Revenue Within India
YouTube brings in hundreds of crores annually to Indian creators, but the platform’s profits largely benefit its parent company abroad. A domestic alternative like WAVES could:
- Retain ad revenue within India
- Create jobs in tech, content, and media
- Support regional language creators
- Strengthen India’s digital sovereignty
By shifting to a homegrown platform, India can ensure that its digital economy benefits its own citizens.
Creator-Friendly Policies: A Breath of Fresh Air?
Indian creators often face arbitrary strikes and demonetization on YouTube. WAVES promises a more empathetic approach:
- Human moderation over AI-driven decisions
- Localized content guidelines
- Support for educational and informative creators
This could drastically reduce the stress and uncertainty many creators face today.
Global Ambitions: Not Just for India
Prasar Bharati is also planning global expansion for WAVES. With over 3.8 million downloads and 2.3 million registered users in less than a year, the platform is gaining traction.
Future strategies include:
- App bundling deals
- International content syndication
- Multilingual support
This positions WAVES not just as a national alternative, but as a potential global player.
Challenges Ahead: Can WAVES Compete?
Launching a platform is one thing; sustaining it is another. WAVES will face stiff competition from established giants like YouTube, Instagram, and TikTok.
Key hurdles include:
- User migration: Will viewers switch platforms?
- Creator adoption: Will influencers and educators embrace WAVES?
- Tech scalability: Can WAVES handle billions of views and uploads?
India has seen similar attempts before—like FAU-G as an alternative to PUBG—which failed to gain momentum. Success will depend on community support, government backing, and platform reliability.
The Role of Indian Users: Power to the People
Ultimately, the success of WAVES depends on us. If Indian users and creators commit to supporting a homegrown platform, it can thrive.
- Watch Indian content on WAVES
- Upload your videos
- Promote the platform in your circles
- Provide feedback to improve features
Digital independence isn’t just a government initiative—it’s a collective movement.
Final Thoughts: A New Dawn for Digital Bharat
India’s journey toward digital self-reliance is gaining momentum. With WAVES, we’re not just building an app—we’re building a future where Indian voices are heard, respected, and rewarded.
If successful, WAVES could redefine how India consumes and creates content, making it a true symbol of Atmanirbhar Bharat.
