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MUMBAI: YouTube is strengthening its presence in premium Indian entertainment through a new partnership with the International Indian Film Academy (IIFA), bringing the IIFA Awards 2027 to audiences worldwide through a global stream on the video platform.
Announced by YouTube country managing director Gunjan Soni at the IIFA press conference, the collaboration extends beyond the awards ceremony, introducing a broader digital entertainment ecosystem that brings Bollywood celebrities, digital creators and global audiences together.
The partnership marks an expansion of IIFA’s digital distribution strategy, with YouTube providing a platform for both long-form and short-form programming throughout IIFA Week. It also reflects the growing convergence between traditional entertainment properties and the creator economy, as established film franchises seek to engage audiences across multiple screens and formats.
According to Soni, IIFA has played a significant role in taking Indian cinema to international audiences for more than two decades, and the collaboration represents the next stage of that journey.
“The way we experience entertainment has changed. Today’s fans don’t just want a front-row seat; they want to be part of the cultural conversation. Premium entertainment is now a highly interactive, multi-format journey,” she said.
Beyond the awards ceremony
A central component of the partnership is the expansion of IIFA’s digital content offering. YouTube will host a library of long-form and short-form programming across IIFA Week, extending audience engagement beyond the main awards night.
The collaboration will also introduce the YouTube Creator Collective at IIFA, an on-ground initiative designed to bring Bollywood personalities and digital creators together for exclusive collaborations.
Additional programming includes IIFA Uncut, featuring exclusive digital watch parties, alongside an intimate Greenroom series. The IIFA YouTube Creator Club will focus on behind-the-scenes storytelling, giving global audiences additional access to participating celebrities and the wider IIFA experience.
These initiatives position the awards property as a broader entertainment franchise, creating opportunities for creator participation and content discovery beyond its traditional ceremony-led format.
Connected TV and global distribution in focus
The partnership also comes as YouTube increasingly positions itself as a destination for premium entertainment across personal devices and television screens.
According to Soni, the platform’s global reach and the growth of connected TV offer an opportunity to bring IIFA directly into living rooms worldwide.
“With YouTube’s massive global footprint coupled with the rapid growth of Connected TV, we are bringing this cinematic celebration directly into living rooms and onto screens worldwide,” she said.
She added that the company was looking forward to bringing the IIFA Awards 2027 to a global audience through its worldwide YouTube stream.
For IIFA, the arrangement expands its digital distribution footprint, while the accompanying creator-led initiatives offer additional opportunities to engage audiences before, during and after the ceremony.
Bringing Bollywood and the creator economy together
The collaboration also reflects a wider shift in entertainment consumption, where creators are increasingly participating alongside established film and television personalities in shaping cultural conversations.
Soni described the collaboration as an example of an expanding entertainment ecosystem, with digital storytellers gaining access to one of Indian cinema’s most recognised international platforms.
The YouTube-IIFA partnership will therefore extend the awards property’s presence beyond its annual ceremony, combining worldwide streaming, creator collaborations and digital-first programming to build a more continuous relationship with audiences.
