MUMBAI—YouTube celebrated its massive growth of online creators in India with a media meet on Mar. 23 at the St. Regis Hotel. More Indian YouTube creators hit 1 million subscribers in past 12 months than ever before, and Gold Buttons were given in recognition to star creators on the eve of the fourth YouTube FanFest to be held on Mar. 24 in Mumbai – the second this year in India.
With over 14 independent creators hitting the one million subscribers mark across Entertainment, Music, Tech and Food, YouTube is continuing to see massive growth in online video viewership in India, reaching over 180 million users per month in India on mobile alone, according to App Annie. The fastest-growing online creators in India were presented by sponsors Be Beautiful, 5 Star, Gionee and Maruti Ignis.
With over 300 million smartphone users in India today, creators are finding audiences beyond the top metros thanks to improved access to the Internet, as well as more Indians coming online in tier-2 cities, who are discovering new content in their languages. This demand is driving more hunger for YouTube content across all genres. These trends are driving YouTube’s massive growth in watch time, with mobile contributing to 80 percent of YouTube’s total watch time in India. That mobile watch time is growing at a staggering 400 percent year on year. Earlier this year, YouTube announced that over 1 billion users worldwide are now watching a billion hours of video daily.
Another big factor driving YouTube’s success in India is the rise of independent online creators. 2016 saw the fastest growth of creators’ subscriber base, with over ten creators across the country boasting more than 1 million subscribers.
At its pre-YouTube FanFest press conference, YouTube congratulated Bhuvam Bam, otherwise known as BB Ki Vines, as the fastest creator ever in India to hit the 2 million subscriber mark – he had attained the 1 million milestone just six months ago! YouTube also awarded a Gold Play Button to celebrate the 1 million subscriber milestone to Technical Guruji and Shirley Setia. Among other top creators, Being Indian, Kabita’s Kitchen, Nisha Madhulika, SANAM, and Vidya Vox also emerged as the next generations of stars who are defining a new form of entertainment for millions of Indians with their entry into the 1 million subscribers club.
The brief “something about themselves” comments showed how heartfelt executions and innovative presentations of unique concepts, could make fortunes for everyone from a cooking wizard to a musician to a stand-up comedian and more.
Talking about YouTube’s plans to grow the content creator ecosystem in India, David Powell, Director of Online Partnerships and Development, YouTube, APAC said, “With more people coming online especially in tier-2 cities, we are seeing more hunger for YouTube content across all genres. In 2016, we saw over 500 creators across India get over 100,000 subscribers, meaning at least one channel is crossing this threshold every day.”
What’s more, Powell added that one channel each month is crossing the 1 million mark, and said, “This meteoric rise of content creators across the country is at the heart of YouTube’s popularity in India, and we are significantly ramping up our efforts to make India one of the most vibrant and successful content creator communities in Asia. We will ramp up our efforts in creator community events across the country with a big focus on the south of India, and will continue to put the spotlight on creators as with our recent #SeeSomethingNew campaign.”
Here is a list of the fastest-growing online creators in India. In no particular order, all these creators have crossed a million subscribers:
● BB Ki Vines (who crossed both 1million and 2 m in 2016!)
● Shirley Setia
● Being Indian
● Kabita’s Kitchen
● VidyaVox with Shanker
● Technical Guruji
● Nisha Madhulika
● Sandeep Maheshwari
● Sanjeev Kapoor
● InfoBells Telugu
At the FanFest on Mar. 24, over 5000 fans will see their favorite YouTube stars from across the globe perform live. For those who can’t make the live show, YouTube FanFest will be livestreamed at http://www.youtube.com/fanfest
The stars, including international YouTube toppers, will include Abish Mathew, AIB, Being Indian’s Sahil Khattar, Bhuvan Bam of BB Ki Vines, Carryminati, Caspar Lee, Darshan Raval, Girliyapa, Kenny Sebastian, Kurt Hugo Schneider, Melvin Louis, Mumbiker Nikhil, Nazar Battu Productions, Sam Tsui, Screen Patti,
Shirley Setia, Siddarth Slathia, SnG Comedy, Tanner Patrick, Vidya Vox and Zakir Khan.