In keeping with new trends and the constant evolution of content creation and consumption, YouTube stands strong as the second most visited website in the world. The platform’s adaptability is owed to its popularity across diverse demographics, spanning a massive user base even in India’s smaller cities, all thanks to the easy-to-consume YouTube shorts.
With over 2.70 billion active users as of 2024, YouTube’s influence extends far beyond entertainment. YouTube TV has won the hearts of over 8 million subscribers today. CEO Neal Mohan leverages this aspect in an attempt to turn YouTube’s next frontier into the living room, hoping to deliver the best-in-class subscription experience.
As we dig into YouTube’s statistics, growth, and trends in 2024, we’ll disclose how this platform continues to shape the content landscape and why it remains an indispensable part of our daily digital diet.
YouTube User Statistics (Editor’s Picks)
- YouTube has more than 2.70 billion active users.
- YouTube.com is the second most visited website in the world.
- India, with over 462 million active users, has the largest YouTube audience in the world.
- 45.6% of YouTube’s global users are female, and 54.4% are male.
- T-Series, the largest music label in India, is the most-subscribed YouTube channel with 262 million subscribers.
- Around 47% of internet users worldwide access YouTube every month.
| Countries | Users (in millions) |
| India | 462 |
| United States | 239 |
| Brazil | 144 |
| Indonesia | 139 |
| Mexico | 83.1 |
As of 2024, India, the USA, Brazil, Indonesia, and Mexico topped the list for the highest YouTube audience. Other countries included in this ranking are:
- Japan: 78.6 million active YouTube users
- Pakistan: 71.7 million active YouTube users
- Germany: 67.8 million active YouTube users
- Vietnam: 63.0 million active YouTube users
- Turkey: 58.1 million active YouTube users
- United Kingdom: 56.2 million active YouTube users
Source: Statista
Key YouTube Statistics and Growth Trends
- Users spend an average of 19 minutes on YouTube daily.
- YouTube Shorts has more than 2 billion monthly active users.
- Over 3.5 billion searches are made on YouTube every day.
- As of June 2024, the YouTube mobile app has been downloaded over 10 billion times from the Google Play Store.
The table below shows the growing popularity of YouTube Premium and its rapid increase in subscriptions over the years –
| Year | Premium Subscribers |
| 2024 | 100 Million |
| 2022 | 80 Million |
| 2021 | 50 Million |
| 2020 | 30 Million |
| 2019 | 18 Million |
Source: Global Media Insights
YouTube User Statistics in India
User Count of YouTube India:
- India boasts the highest number of YouTube users, reaching approximately 462 million.
YouTube Usage Patterns in India:
- Users in India spend approximately 29 hours on YouTube every month.
- YouTube experiences its peak usage in the evenings, after work or school, indicating that many users prefer to unwind and consume content during that period.
YouTube India Users By Age:
- The largest user group on YouTube in India falls within the 18-35 age bracket.
YouTube India Users By Gender:
- YouTube’s popularity in India leans more towards men, with male users constituting 62.2% of the viewer population, while female users account for 37.8% of viewers.
YouTube India Users By Language Preferences:
- Hindi dominates as the most popular language on YouTube in India, followed by English, Telugu, and Marathi.
Preferred Devices for Accessing YouTube in India:
- Mobile devices are the most common means of accessing YouTube in India, with a majority of users using smartphones, followed by desktop computers and laptops.
Popular Categories of YouTube Videos in India:
- The most popular category of YouTube videos in India is music, followed by comedy, movies, and gaming.
Popular YouTube Channels in India:
- The most popular YouTube channel in India is T-Series, a music channel with over 262 million subscribers. Other popular channels include SET India, ZeeTV, BB Ki Vines, and Amit Bhadana.
YouTube FanFest and YouTube Originals in India:
- YouTube hosts the annual YouTube FanFest in India, where fans can meet their favorite creators in person and attend live performances.
- YouTube Originals, exclusive content produced by YouTube, includes shows and movies featuring Indian celebrities and creators.
YouTube Space in Mumbai, India:
- YouTube has a “YouTube Space” in Mumbai, which provides creators with access to high-quality production facilities and workshops to enhance their content.
Sources: Ecwid, Demand Sage, Global Media Insight, Firstpost, YouTube FanFest
YouTube Revenue and Growth in India:
- YouTube is estimated to generate over $1 billion in revenue in India each year.
- By 2029, YouTube users in India are expected to reach 859.26 million users, marking the ninth consecutive year of growth.
Source: Statista
General YouTube India Statistics
- The most popular Indian YouTube channels are T-Series, CarryMinati, and BB Ki Vines.
- YouTube is estimated to generate over $1 billion in revenue in India each year.
- The number of YouTube users in India is projected to increase continuously from 2024 to 2029, with a total growth of 222.2 million users (+34.88 percent).
- By 2029, the YouTube user base is expected to reach 859.26 million users, marking the fifth consecutive year of growth.
- YouTube India’s first localized website was launched in 2008.
- The first Indian YouTube Fanfest in India was held in 2014.
- YouTube Kids app was launched in India in 2016.
- YouTube has also been used to raise awareness for important causes in India, such as the Swachh Bharat Abhiyan and the Beti Bachao Beti Padhao campaign.
Sources: SocialBlade, Statista, Google Blog, Economic Times
How Has YouTube Changed the Creator Economy In India?
YouTube’s impact on the creator economy in India has been nothing short of revolutionary. Since its emergence in the Indian market, the platform has provided a transformative space for aspiring content creators to thrive, breaking down barriers to entry and redefining the traditional notion of fame and success.
Economic Impact
- According to an analysis by Oxford Economics, the YouTube creative ecosystem made a significant impact on the Indian economy in 2021, contributing over ₹10,000 Crores and supporting more than 7,50,000 full-time equivalent jobs.
Empowering Indian Creators
- 81% of creative entrepreneurs agree that YouTube provides an opportunity to create content and earn money that they wouldn’t get from traditional media.
- YouTube democratized content creation by offering a level playing field, enabling diverse talent from all backgrounds and cultures to emerge.
Rise Of Content Creators In India
The exponential growth of YouTube in India in recent years can be largely attributed to Jio, which revolutionized the affordability of mobile internet.
Satya Raghavan, Director of YouTube Content Partnerships in India, notes that this surge in growth is fueled by a rise in content created in local Indian languages and spanning various genres, including comedy, food, health, beauty, village life, and farming.
An overwhelming 95% of YouTube users in India consume content in regional languages. YouTube’s establishment of YouTube Space in Mumbai and Delhi has provided creators with access to production equipment and themed sets, facilitating the creation of original content.
The Influencers
Influencers create relatable content in Hindi to appeal to a mostly millennial demographic and post an average of 12-15 videos per month. They have a significant following across genders and regions and often work with brands to promote their products or services, resulting in substantial earnings.
The Breakout Entertainers
Individual performers in stand-up comedy, dance, and other entertainment forms have experienced explosive growth in subscribers and viewership on YouTube. Notable Indian breakout entertainers include Bhuvan Bam of BB ki Vines and Prajakta Koli, known as ‘MostlySane.’
The Creative Entrepreneurs
YouTube creators with at least 10,000 subscribers and niche creators with smaller followings generate revenue through various channels on YouTube. Many of them employ staff to support their YouTube activities.
The Utility YouTubers
YouTube has witnessed a significant surge in utility and DIY videos, with 71% of Indian viewers turning to the platform to learn new skills. YouTube is increasingly becoming India’s preferred destination for skill acquisition.
According to Ajay Vidyasagar, Regional Director of YouTube Partnerships for APAC, the creator economy has the potential to become a driving force for economic growth, job creation, and cultural influence in India. As creators and artists continue to build media companies that connect with global audiences, their impact on the economy is expected to grow exponentially.
Source: Startup Talky
Analyzing YouTube’s Economic Influence in India
Utilizing survey data and official statistics, Oxford Economics conducted a comprehensive analysis in 2021 to gauge the economic impact of the YouTube creative ecosystem on India. Through three anonymized surveys involving 4,032 Indian users, 1,203 creators, and 1,020 businesses, insights were gathered. The user survey, conducted in seven languages and spanning socio-economic categories A to E in the New Consumer Classification System (NCCS), provided valuable perspectives.
Insights Into YouTube’s Impact in India
- In 2020, India’s YouTube creator ecosystem contributed INR 6,800 Crores to the economy.
- YouTube creators generated nearly 683,900 full-time equivalent jobs in India.
- Over 80% of creative entrepreneurs reported a positive impact on their professional goals from YouTube.
- 92% of SMBs with a YouTube presence find it helpful for reaching new global audiences.
- Indian creators displayed resilience and adaptability during economic disruptions, ensuring consistent content delivery.
- YouTube catalyzes India’s creator economy, empowering creators like Khwaja Moinuddin to make positive community contributions.
- The creative ecosystem of YouTube has contributed more than INR 16,000 Crores to the Indian economy.
This infographic presents the findings of Oxford Economics’ economic modeling and research:
Source: Oxford Economics
YouTube India Consumers and Creators Statistics
Top YouTube Searches in India:
From Bollywood blockbusters to tech tutorials, this section unveils fascinating insights into what drives YouTube’s popularity in the subcontinent.
| YouTube Searches | Search Volume |
| WWE | 7,64,000 |
| Ashish Chanchlani | 6,82,000 |
| Punjabi Songs | 6,69,000 |
| Dynamo Gaming | 6,32,000 |
| CarryMinati | 6,26,000 |
| PewDiePie | 6,18,000 |
| BB Ki Vines | 6,16,000 |
| T-Series | 5,44,000 |
| PubG | 5,12,000 |
| Tom and Jerry | 4,85,000 |
Source: Page Traffic
Most Subscribed YouTube Channels in India:
We celebrate and highlight the content creators who have won over the hearts of Indian audiences and earned massive subscriber counts through their engaging and culturally relevant videos.
| YouTube Channels | Subscribers (in millions) |
| T-series | 262 |
| Sony Entertainment Television India | 171 |
| Zee Music Company | 106 |
| Goldmines | 95.7 |
| Sony SAB | 90.7 |
| ChuChu TV Nursery Rhymes & Kids Songs | 90.7 |
| Zee TV | 79 |
| Colors TV | 71.5 |
| Shemaroo Filmi Gaane | 68 |
| T-Series Bhakti Sagar | 66.8 |
Source: Social Blade
Most Popular YouTube Videos Based on Views in India:
| Most Popular Videos | Views (in billions) |
| Phonics Song with Two Words | 5.73 |
| Lakdi ki Kathi | 3.94 |
| Humpty the train on a fruit ride | 3.77 |
| Shree Hanuman Chalisa | 3.78 |
| Chal Chal Gurram | 2.61 |
Source: Wikipedia
Global YouTube Trends & Statistics
YouTube is a platform that is both made, supported, and sustained by its user population. Let’s delve into a comprehensive analysis of the latest data and insights, offering a profound understanding of the diverse and dynamic landscape of YouTube users worldwide.
Global Demographics:
The table below provides a quick overview of the diverse audience profiles that shape YouTube’s worldwide reach and influence.
| Age Range | Percentage (of the total audience) |
| 18 to 24 | 15.50 |
| 25 to 34 | 21.30 |
| 35 to 44 | 17.50 |
| 45 to 54 | 12.50 |
| 55 to 64 | 9.20 |
| 65 and above | 9.20 |
*YouTube is primarily concerned with its audience over the age of 18, and all the data provided is based on viewership within this age bracket alone.
Top YouTube Searches Worldwide:
YouTube processes over 3 billion searches in a month, and here is a quick look at some of the most popular ones in 2024.
| Top Searches | No. Of Searches (in millions) |
| BTS | 16.72 |
| PewDiePie | 16.49 |
| ASMR | 14.65 |
| Billie Eilish | 13.80 |
| Baby Shark | 12.11 |
| Old Town Road | 10.45 |
| Music | 10.23 |
| Badabun | 10.18 |
| BlackPink | 9.58 |
| Fortnite | 9.11 |
Source: Ahrefs
Most Subscribed YouTube Channels Globally:
Here, we attempt to showcase the digital powerhouses that have captivated audiences worldwide, amassing colossal subscriber bases and leaving an indelible mark on the platform’s cultural landscape.
| Channels | Subscribers (in millions) |
| T-Series | 262 |
| MrBeast | 248 |
| Cocomelon | 173 |
| Set India | 170 |
| Kids Diana Show | 120 |
| Vlad and Niki | 115 |
| Like Nastya | 114 |
| PewDiePie | 111 |
| Zee Music Company | 106 |
| WWE | 100 |
Source: Forbes
Most Popular YouTube Videos Based on Views Worldwide:
| Most Viewed Videos | Views (in billions) |
| Baby Shark Dance – Pinkfong Kids’ Songs and Stories | 13.93 |
| Despacito – Luis Fonsi ft. Daddy Yankee | 8.54 |
| Johny Johny Yes Papa – LooLoo Kids | 6.86 |
| Bath Song – Cocomelon Nursery Rhymes | 6.58 |
| Shape of You – Ed Sheeran | 6.18 |
Source: Statista
The Evolution Of YouTube in India
What started as a humble video-sharing website in 2005 has transformed into a cultural phenomenon, reshaping the way Indians consume and create content. YouTube’s evolution in India has been nothing short of extraordinary. YouTube India debuted in 2008 and expanded its offerings with YouTube Music in 2019, followed by YouTube Shorts in 2020. From humble beginnings to a cultural powerhouse, YouTube has transformed the Indian digital landscape, enabling ordinary individuals to become digital stars and sparking conversations on a global scale.
Here’s a table depicting the evolution of YouTube in India over the years:
YouTube Advertising Statistics and Trend Analysis
- YouTube’s user engagement has surged, with the average daily time spent on the platform reaching 48.7 minutes, indicating increased frequency and longer content consumption.
- Revenue from advertisements on YouTube has experienced significant growth, with the platform generating $9.20 billion in ad revenue for Q4 2023, highlighting its attractiveness to advertisers.
- YouTube’s paid subscription services, such as YouTube Music and YouTube Premium, have achieved a milestone of 100 million paying subscribers, showcasing a growing demand for ad-free content and exclusive features.
- While YouTube maintains a predominantly male user base (60%), it remains popular across all age groups, especially among Millennials and Gen Z, who constitute over 80% of the audience, making them highly desirable for advertisers.
- Future projections suggest YouTube will continue growing, aiming for gender parity in its user base and maintaining its core viewership under 45, potentially offering increased advertising opportunities to reach a diverse and affluent audience.
Sources: SproutSocial, Statista, YouTube Blog, Statista
YouTube’s Vision for 2024
As we get to know YouTube’s trajectory and its pivotal role in shaping the digital landscape, it’s crucial to reflect on CEO Neal Mohan’s vision for the platform. In his letter, Mohan outlines four significant strategic bets for YouTube in 2024, aiming to redefine creativity, community, and connection in the dynamic world of online video:
- AI Empowering Human Creativity: YouTube is leveraging AI to scale creativity and democratize content creation. Tools like Dream Screen and the Music AI Incubator are leveling the playing field, enabling individuals to push the boundaries of creative expression.
- Creators as Next-Generation Studios: Recognizing creators as pivotal to the platform’s momentum, YouTube is investing in features like channel memberships to help creators diversify their income and solidify their status as the entertainment powerhouses of the future.
- YouTube’s Next Frontier – The Living Room: With a rise in viewership on large screens, YouTube is enhancing the living room experience by focusing on premium content and seamless integration with home entertainment systems.
- Protecting the Creator Economy: The commitment to safeguarding the creator economy is at the core of YouTube’s mission. This strategic bet ensures the platform remains a space where creativity is rewarded, and rights are effectively managed.
These strategic bets underscore YouTube’s dedication to innovation and unwavering support for the creator community. As we look to the future, we anticipate a YouTube that entertains, informs, inspires, and empowers. The journey ahead is filled with possibilities, and YouTube, with its bold vision for 2024, is poised to lead the charge in the digital renaissance of content creation.
