A creator-first tech platform Do Your Thng (DYT) announced the launch of three more languages on its app. With the release, the app is now available in Hindi, Marathi, and Tamil, besides English, making it easier for regional creators to discover and explore DYT.
The Hindi Internet user base (201 million) in India is set to overpower English-language users (199 million) by the end of this year, estimates a Google-KPMG report. And it is not just Hindi, nine out of ten Internet users in the country are likely to use an Indic language.
Marathi users, along with Bengali, are driving volume growth, while Tamil users are the most digitally engaged. The pool of Hindi, Marathi (and Bengali) users accounts for 75% of Indians browsing the Internet. YouTube backs this growth in regional content consumption and states that 90% of all video consumption is in local languages. Moreover, 60% of its watch-time comes from beyond the borders of the six largest Indian cities.
It is to reach this larger audience, who speak and read in vernacular, that DYT introduced the new capability. The language change is available on both Apple and Android apps. The feature comes with the option to switch to any preferred language – English, Hindi, Marathi or Tamil – at any time. Users even have the flexibility to reverse the localization.
Ankit Agarwal, Founder, Do Your Thng said, “We’re ecstatic and excited with the launch of new languages on the app because it allows us to embrace the power of ‘Bharat’ and cater to regional content creators, a niche that has been steadily growing in the last two years. It’s our first step towards supporting vernacular creators and bring them to the notice of brands, finally shifting focus from creators who produce only English content.”
KPMG reports that 88% of Indian language internet users are more likely to respond to a digital advertisement in their local language as compared to English. This has given rise to a burgeoning vernacular content market in India, estimated to be worth $53 billion. It evidences that regional content and its creators will drive the next phase of growth in content consumption and digital marketing. DYT’s move to launch the app in more languages gives them access to this bank of creators.