Sony Pictures Networks India has elevated media veteran Juhita Gupta to lead its YouTube channels, marking a key move as the broadcaster sharpens its digital video strategy in an intensely competitive streaming environment.

The update was shared by Gupta through a LinkedIn post, where she expressed enthusiasm about steering Sony’s growing presence on YouTube. With over 16 years of experience across consumer insights, market research, and programming strategy, Gupta brings a deep understanding of audience behaviour to her new role.

She has been instrumental in shaping viewership growth and programming strategies across Sony Sab, Sony Pal, Sony Max, and Sony Set, where she developed a reputation for blending sharp commercial acumen with data-driven storytelling. Sony is now banking on this expertise to give its YouTube channels a distinctive edge in the battle for viewers.

Before joining Sony, Gupta built a strong portfolio across some of India’s leading entertainment brands including 9XM, Disney Channel, Hungama, Star Movies and Channel V. This wide exposure—from kids’ programming to mainstream film entertainment—has given her a panoramic view of the country’s content ecosystem.

Her career began in FMCG research with Nielsen and TNS, where she tracked consumer categories such as skincare and home care. Those early years honed her skills in both qualitative and quantitative research, which she later adapted for television, and now, the digital video landscape.

Gupta’s expertise spans weekly TV ratings analysis (TAM, BARC), promo planning, ethnographic studies, focus groups and social listening. Known for what she calls “insight mining,” she has built a career out of translating numbers into compelling narratives that resonate with audiences.

With Sony doubling down on digital expansion, her leadership is expected to bring sharper insights and stronger engagement for the network’s YouTube channels, ensuring they stay relevant in the fast-evolving online video space.