YouTube partners with IIFA for global streaming of 2027 awards; ZEE remains broadcast partner
IndiaSocial CommerceShoppable VideoSocial CheckoutLivestream ShoppingThe Economic Times · October 23, 2026 at 9:21 AM
YouTube has partnered with the International Indian Film Academy (IIFA) to globally stream the 2027 awards, with ZEE remaining as the broadcast partner. This partnership will allow YouTube to expand its reach into the Indian film industry and provide global access to the awards ceremony.
This partnership matters for social commerce as it represents a significant opportunity for brands and creators to reach a large and engaged audience. The global streaming of the IIFA awards on YouTube will provide a platform for advertisers and sponsors to connect with fans of Indian cinema, and for creators to monetize their content through affiliate marketing and shoppable video.