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India’s most watched YouTube Channel

Last year, YouTube completed its 10th year in India crossing more than 225 million monthly active users. In the 10 years of its existence, Google owned video platform has penetrated 80 percent of India’s internet universe. In different categories of channels – music, entertainment and politics still hold the top most watched channels. Since 2008, the market of YouTube content has been changed drastically. According to Rajan Anandan, VP South East Asia, and India, Google, by 2020, India will have 650 million Internet users at current growth rate over 500 million unique users.

We analysed 1000 popular YouTube channels in 18 different categories, including music, entertainment, news & politics, comedy, education, science & technology, etc. Music category has the highest number of subscribers with 340.67 million followed by entertainment and news & politics with 226.17 and 111.94 million subscribers respectively. Whereas gaming, pets and animals and travel & events are the lowest categories with 2.73 million, 4.14 million and 5.01 million subscribers.

With affordable data plans, increasing penetration of smartphones along with a variety of content on YouTube, the video platform now reaches 85 percent of all highly engaged Internet users, in the 18 years and above age group in India.  Analyzing further 174 YouTube under ‘Society’ category, which comprise of NGO, CSR (Corporate Social Responsibility), governmental, politics and educational related channels.

Only 5 organisational YouTube Channels under CSR sub-category have the highest number of subscribers. These organisations are analysed on based on subscribers, number of videos are uploaded and the total number of viewers. Interestingly, two of the philanthropic organisations are Reliance group.

Out of 26 NGOs, spiritual organisations – IRC TV, Isha Foundation, BAPSChannel and Gurudev Sri Sri Ravi Shankar have highest number of subscribers. Bilateral agencies like Save the Children, UNICEF India and British Council India have the highest number of subscribers after religious channels.

YouTube statistics in India – NGO
Organisations Subscribers Videos uploaded Total uploaded video views
IRC TV 1475142 23241 300041024
Isha Foundation 661651 790 73160128
BAPSChannel 157034 2771 68236545
Gurudev Sri Sri Ravi Shankar 466478 1332 58139614
Save the Children India 87322 262 26641712
UNICEF India 18378 461 6636488
British Council India 57619 764 3912669
HelpAge India 8448 174 1587701
TeachForIndia 8267 179 1216930
TERI 5090 975 943589
AYUSH Adivasi Yuva Shakti 2233 182 657924
Greenpeace India 2356 272 545548
SOS Children’s Villages India 708 61 515656
JoinHandsForChange 348 37 433383
Infosys BPM 735 55 266297
Infosys Finacle 2380 131 140578
Amnesty International India 1305 163 137159
savethechildrenind 85 67 26581
Buzz India 127 54 25715
WorldVisionIndia 140 3 9896
The Story Of 0 20 8528
Infosys InStep 153 2 7602
Infosys Consulting 89 34 6285
Infosys Foundation 122 30 5914
KHUSHII NGO 28 3 687
SmilingStart 2 3 283

Similarly, out of 24 channels of political party and people, BJP, Narendra Modi and India National Congress have the highest number of total uploaded video views. There are also YouTube channels like ‘I Support Narendra Modi’, ‘CMO Gujarat’, ‘With Congress’ and ‘Namma Congress’ are also in list of most watched YouTube Channels, even though number of videos are lesser in number than others.

In India, YouTube is seeing incredible growth across all age groups, even amongst 55+ audience our reach stands at over 80%. It represents an incredible opportunity for brands to use that Intent to connect with their audience in a meaningful way and drive significant business results.

Click here to see the full report

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Regional languages and changing trends of internet users

REGIONAL LANGUAGES AND CHANGING TRENDS OF INTERNET USERS

India is the home of 1.21 billion people (Census 2011), speaking 30 languages with 1600 dialects. It is the third largest country in-term of internet users in the world after USA and China. Internet users are growing with every passing second, extensive reach of Internet made it possible for India. As per KPMG in India’s analysis, April 2017, 78 per cent internet users accessing internet through their mobile phones. Despite these statistics, India still has the potential to perform exceptionally in the number of Internet users in the world. Standard language (English) to use internet holding the number of Internet users.

Language barrier 

Language is one of the prominent barriers that is restricting the number of internet users mainly from rural India. As per W3Techs estimation until September 2018, more than 53 per cent of the website’s homepages found in English and language ranked first. Whereas, the website available with Hindi homepage found a position at 39th place with 0.1 per cent.

Source: W3Techs.com

Language preference

As per KPMG in India’s analysis, April 2017, out of 521 million Hindi speakers 254 million users prefer the Hindi language over English to read, write and converse with each other. Other insight details of different languages illustrated in the figure given below.

Source: KPMG in India’s analysis, April 2017
*These 8 languages have been considered as Indian languages for the purpose of this report
** Indian languages users are Indian language literates who prefer their primary language over English to read, write and converse with each other

There were 110 million internet users in 2011 in India. Majority of internet users (62%) were using internet in the English language, there were only 38 per cent internet users using internet in different Indian languages. In the year 2016, the picture had changed, a number of internet users have grown to 409 million from 110 million in 2011. Internet users using internet in Indian languages subsequently grown to 57 per cent (234 million).

Source: KPMG in India’s analysis, April 2017

As per the report, Internet penetration in India expected to grow 52 per cent by 2021 and the number of internet users would be around 735 million. Out of total internet users in 2021, 73 per cent would be using it in Indian languages.