Yahoo! India is entering the digital video advertising segment to tap into the 30 million or more internet users in India it says regularly consume movies, TV and sports online, according to Exchange 4 Media.
Over 1.8 billion video streams are registered every month in India, according to Yahoo!, and the online advertising industry is increasing as a result.
Digital advertising registered 28.3% growth in India in 2010 according to a report from Price Waterhouse Cooper, and internet use is only set to increase further given the increasing penetration of mobile broadband and digital cable networks across the subcontinent.
Online advertising currently garners just 3.75% of the nation's INR 10 billion advertising spend, however, Yahoo! India reportedly hopes to increase its share of digital advertising from broadcasters.
A recent IAMAI-IMRB report suggests claimed there are 90 million active internet users in India; 70 million of these live in urban areas and 20 million in villages.