In case you haven’t figured it out by now, the channel described in the preceding lines is T-Series. The most-watched and most-subscribed YouTube channel in the world held onto the #1 spot in the Global Top 50 during a week when it accrued 747.4 million weekly views. T-Series surpassed 240 billion lifetime views earlier in December, and it could pass the 250 billion mark as soon as February 2024. That makes it the top record label on YouTube — not just in its home country of India, but across the entire globe.

Another Indian channel captured the #2 spot in the Global Top 50. Anaya Kandhal is a child creator who has captured the hearts of viewers across South Asia. The family-friendly videos on Anaya’s channel cater to the large community of non-English-speaking Indians who find entertainment via platforms like YouTube Shorts. That audience led Anaya Kandhal to 464.6 million weekly views during the third full week of December. Though that was a slight downturn week-over-week, Kandhal held onto the runner-up status she earned a week ago.

The highest-ranking U.S.-based channel in the Global Top 50 is Toys and Colors. During the second half of 2023, the educational hub has become a breakout hit among YouTube’s youngest audience. Its success, aided by its partnership with the media company pocket.watch, has made it a regular entrant in our charts. One week before Christmas, Toys and Colors kept its hot streak alive with a third-place finish in our worldwide chart. It approached 50 million subscribers while picking up 405 million weekly views.

The fourth-place channel in the Global Top 50 also held onto the same chart position it reached last week. ZAMZAM ELECTRONICS TRADING has become the most-watched channel in the Middle East by sharing the daily happenings that occur in and around the titular technology store. The Dubai-based duo in charge of ZAMZAM pushed their YouTube subscriber count above 40 million during a week when they reeled in 393.5 million weekly views.

The fourth country represented in this week’s global top five is Russia. That’s the home of Filaretiki, a family-oriented channel that just achieved its highest chart position of 2023. Filaretiki claimed the #5 spot in the Global Top 50 thanks to the 351.1 million views it picked up during the week that was.

Brothers Vlog now has more than seven billion lifetime YouTube views thanks to the 204.1 million weekly views the channel picked up during the third week of September. That sum, which was 38% higher than Brothers Vlog’s previous seven-day total, pushed the Pakistani channel up to 37th place in the Global Top 50.

By commenting on culture from across South Asia, Brothers Vlog has become a hot commodity on YouTube Shorts. The titular sibs may not have come from much, but at this rate, they’ll be the rich parents before long.

 Channel Distribution

Here’s a breakdown of the Top 50 Most Viewed channels this week in terms of their countries of origin:

• India: 17 channels in the Top 50.
• United States: 9 channels in the Top 50.
• Pakistan: 5 channels in the Top 50.
• Japan: 4 channels in the Top 50.
• Vietnam: 3 channels in the Top 50.
• Canada, Russia, and South Korea: 2 channels in the Top 50.
• Belgium, El Salvador, France, Hong Kong, Spain, and United Arab Emirates: 1 channel each in the Top 50.

This week, 33 channels in the Top 50 are primarily active on YouTube Shorts.

Top 50

50 Most Viewed YouTube Channels This Week • Worldwide

December 11, 2023 – December 17, 2023

1

T-Series

Views this week: 747,417,372

0%

LW

1

All-Time Views: 241,039,637,420

All-Time Subs: 255,000,000

2

Anaya Kandhal

Views this week: 464,636,403

-1%

LW

2

All-Time Views: 12,929,736,281

All-Time Subs: 18,300,000

3

Toys and Colors

Views this week: 405,085,518

-9%

LW

3

All-Time Views: 55,854,822,422

All-Time Subs: 49,100,000

4

ZAMZAM ELECTRONICS TRADING

Views this week: 393,581,903

-4%

LW

4

All-Time Views: 17,562,788,568

All-Time Subs: 40,100,000

5

Filaretiki

Views this week: 351,195,723

1%

LW

7

All-Time Views: 20,105,169,157

All-Time Subs: 19,900,000

6

KL BRO Biju Rithvik

Views this week: 349,485,968

-12%

LW

6

All-Time Views: 28,439,454,491

All-Time Subs: 36,700,000

7

MrBeast

Views this week: 331,972,360

-18%

LW

5

All-Time Views: 38,771,331,971

All-Time Subs: 219,000,000

8

MaviGadget

Views this week: 307,666,601

20%

LW

32

All-Time Views: 15,074,816,212

All-Time Subs: 18,200,000

9

Neetu Bisht

Views this week: 307,052,987

14%

LW

26

All-Time Views: 13,755,181,321

All-Time Subs: 20,400,000

10

SET India

Views this week: 305,034,985

-5%

LW

10

All-Time Views: 155,252,827,631

All-Time Subs: 166,000,000

11

Sierra & Rhia FAM

Views this week: 300,841,067

23%

LW

37

All-Time Views: 7,744,515,049

All-Time Subs: 7,190,000

12

김프로KIMPRO

Views this week: 291,901,541

-15%

LW

9

All-Time Views: 29,996,720,997

All-Time Subs: 29,300,000

13

Diary of 4

Views this week: 284,520,161

-1%

LW

17

All-Time Views: 6,095,650,945

All-Time Subs: 3,540,000

14

Zee TV

Views this week: 280,471,722

10%

LW

N/A

All-Time Views: 84,073,518,618

All-Time Subs: 75,300,000

15

Sony SAB

Views this week: 276,114,051

-8%

LW

15

All-Time Views: 108,000,808,690

All-Time Subs: 87,800,000

16

Real fools shorts official

Views this week: 268,856,089

-9%

LW

13

All-Time Views: 10,802,555,886

All-Time Subs: 26,600,000

17

ViralHog

Views this week: 268,316,316

-4%

LW

20

All-Time Views: 25,306,497,406

All-Time Subs: 19,900,000

18

Alfredo Larin

Views this week: 265,994,797

-2%

LW

23

All-Time Views: 22,161,317,175

All-Time Subs: 26,800,000

19

Celine Dept

Views this week: 264,063,919

-18%

LW

12

All-Time Views: 10,730,491,690

All-Time Subs: 18,600,000

20

Vlad and Niki

Views this week: 253,711,597

-1%

LW

33

All-Time Views: 82,663,902,486

All-Time Subs: 106,000,000

21

Filmy Suraj Actor

Views this week: 251,023,900

-8%

LW

16

All-Time Views: 5,365,688,961

All-Time Subs: 14,400,000

22

Moosa Tv Info

Views this week: 245,686,829

-27%

LW

11

All-Time Views: 9,709,192,220

All-Time Subs: 11,300,000

23

HAYATAKU はやたく

Views this week: 241,037,559

-12%

LW

22

All-Time Views: 7,120,055,227

All-Time Subs: 7,380,000

24

✿ Kids Diana Show

Views this week: 239,700,270

-7%

LW

31

All-Time Views: 98,178,533,543

All-Time Subs: 117,000,000

25

ISSEI / いっせい

Views this week: 235,057,919

-16%

LW

18

All-Time Views: 19,780,420,493

All-Time Subs: 20,600,000

26

HAR PAL GEO

Views this week: 233,686,459

-8%

LW

34

All-Time Views: 46,499,269,551

All-Time Subs: 48,600,000

27

Dangal TV Channel

Views this week: 232,683,000

-3%

LW

39

All-Time Views: 17,404,516,434

All-Time Subs: 26,400,000

28

ARY Digital HD

Views this week: 223,329,599

-15%

LW

29

All-Time Views: 45,522,260,047

All-Time Subs: 49,400,000

29

Spider VAMBI

Views this week: 223,094,704

-19%

LW

25

All-Time Views: 11,475,466,178

All-Time Subs: 15,800,000

30

HiFunnie

Views this week: 221,296,011

-21%

LW

21

All-Time Views: 8,820,724,821

All-Time Subs: 6,970,000

31

StarPlus

Views this week: 219,364,602

-10%

LW

38

All-Time Views: 34,448,095,174

All-Time Subs: 36,800,000

32

ToRung

Views this week: 215,455,860

-35%

LW

8

All-Time Views: 3,339,818,272

All-Time Subs: 6,790,000

33

Vijay Television

Views this week: 213,654,021

7%

LW

53

All-Time Views: 34,554,882,041

All-Time Subs: 22,300,000

34

Tibo InShape

Views this week: 212,424,563

-20%

LW

27

All-Time Views: 7,566,619,288

All-Time Subs: 13,300,000

35

Vivaan and Tanya

Views this week: 211,639,913

68%

LW

140

All-Time Views: 1,768,553,217

All-Time Subs: 2,360,000

36

The Mannii Show

Views this week: 204,631,845

14%

LW

66

All-Time Views: 7,536,682,051

All-Time Subs: 8,320,000

37

BROTHERS VLOG

Views this week: 204,137,962

38%

LW

95

All-Time Views: 7,176,683,810

All-Time Subs: 14,500,000

38

Mr DegrEE

Views this week: 202,831,732

-28%

LW

19

All-Time Views: 19,203,332,922

All-Time Subs: 22,600,000

39

Linh Nhi Shorts

Views this week: 202,620,043

-10%

LW

42

All-Time Views: 13,498,377,798

All-Time Subs: 14,800,000

40

Cute Krashiv

Views this week: 200,279,322

70%

LW

164

All-Time Views: 3,578,386,986

All-Time Subs: 2,880,000

41

One More Spanish

Views this week: 199,730,900

62%

LW

174

All-Time Views: 2,037,168,878

All-Time Subs: 2,270,000

42

BEN EAGLE

Views this week: 198,595,626

-10%

LW

44

All-Time Views: 5,465,793,839

All-Time Subs: 11,600,000

43

Marta and Rustam

Views this week: 198,016,378

-11%

LW

43

All-Time Views: 23,488,740,232

All-Time Subs: 26,500,000

44

萌萌与舞桐

Views this week: 197,518,059

20%

LW

86

All-Time Views: 1,073,140,750

All-Time Subs: 1,970,000

44

HAR PAL GEO

Views this week: 236,946,166

-1%

LW

31

All-Time Views: 45,751,270,895

All-Time Subs: 48,000,000

46

Dangal TV Channel

Views this week: 234,863,958

6%

LW

39

All-Time Views: 16,680,179,262

All-Time Subs: 25,600,000

47

ISSEI / いっせい

Views this week: 233,193,538

-1%

LW

33

All-Time Views: 19,052,816,164

All-Time Subs: 19,700,000

48

The geeta gurjar

Views this week: 230,688,881

6%

LW

43

All-Time Views: 10,053,803,015

All-Time Subs: 16,300,000

49

Priyal Kukreja

Views this week: 225,065,873

7%

LW

46

All-Time Views: 14,605,770,118

All-Time Subs: 25,500,000

50

CuRe 구래

Views this week: 221,739,705

17%

LW

62

All-Time Views: 12,021,981,931

All-Time Subs: 17,700,000

Social media is abuzz with photos and videos of people confining themselves in their residences.

But a heart warming  video of two children from Nalbari district of lower Assam performing on a popular Assamese love song ‘Ei Hahi Bhaal Laage‘ is being widely shared on social media and is winning hearts.

But the wow-factor in it is the fact that the duo performed the song using a makeshift drum kit.

While the girl sings the song, the boy performs on a makeshift drum kit made up of cardboard boxes, packaging material, banana tree trunks, bamboo and a metal tray.

The broadcast starts with the girl saying, “Namaskar, we are going to do ‘timepass’ by singing”.

She then begins to sing the popular song by singer and former All India Radio artiste Nasreen Halim from Dibrugarh whose lyrics were written by Hemanta Dutta.

The performance by the children broadcast from a Facebook account Rupali Pranamita have  received a positive response of netizens and has been shared by 13,000 plus users and liked by 14,000 users in Facebook  and a lot of people praised them for their creativity and inquisitive mindset.

Another  performance on immortal Assamese numbers ‘Phul Phulise Boxontat‘ and ‘Moina Kun Bidhataai Hajile‘  that has been doing rounds in the social media are by Nandy sisters – Antara and Akita Nandy performing on the occasion of Rongali Bihu in Youtube which has crossed 34,000 views in three days.

The duo presented a ‘Balcony Bihu Concert’ on the first day of Assamese New Year in the YouTube channel ‘ANTARA NANDY’

Playing Ukuleles and drapped in blue and black coloured traditional mekhala-chadors, Antara and Akita Nandy performed on the balcony of a home.

Antara Nandy in her twitter handle @AntaraNandy tweeted, “Bihu is a spirit – We can stay home and yet enjoy Bihu by spreading positivity in our own way – here’s ours! Sending loads of love from Pune to all our Assamese Listeners!”

Complementing for their performance Assam health and finance Minister, Himanta Biswa Sarma on his Twitter handle @himantabiswa tweeted,

“After a hectic day, it is refreshing to hear this Soulful Bihu from Antara and Ankita Nandi -Phul Phulise Boxontot | Moina Kun Bidhataai | Nandy Sisters | Bihu Balco…” (sic) while sharing the link of their performance in YouTube.

Numbers are all the rage these days. From Rs100 crore films to Rs500 crore collections at the box office, the world of cinema has become obsessed with records.

With social media quickly taking over the entertainment space, the parameters might have changed but the competition remains. YouTube has now become one of the fastest growing content spaces for Indian media.

In March 2018, Satya Raghavan, then entertainment head at YouTube India, told The Hindu BusinessLine newspaper, “When we started Youtube Fanfest in India in 2014, there were barely any subscribers who had notched a million viewer mark. However, it has grown tremendously in the last few years.”

With a user base of 4.4 billion in 2019, there is no question why content creators, producers and filmmakers were flocking to the platform. In 2019, Indian entertainment giant T-Series took over as the most-subscribed YouTube channel in the world. The company threw its full might behind a campaign that took it past Swedish content creator PewDiePie for the pole position. The battle was quite significant, as the back-and-forth trolling between the two would suggest.

These developments have also shown consistent growth in Indian audiences on the platform. The latest example is the Punjabi music video, ‘Laung Laachi’, crossing the one-billion-views mark on the platform, becoming the first Indian song video to achieve the distinction.

The title song from the film of the same name was composed by Gurmeet Singh and features Ammy Virrk and Neeru Bajwa. The video has cross 1.14 billion views now, with 3.2 million likes and 513 dislikes.

The numbers matter to the extent that it becomes a prestigious moment for the production house to showcase. On ‘Laung Laachi’ hitting the 1 billion number, Bhushan Kumar, head of T-Series, said, “It’s quite surreal! The song has been hugely appreciated and over one billion views is certainly a huge validation from music buffs. It has struck an emotional chord with viewers across the globe and we are extremely happy with the humongous success.”

Music director Gurmeet Singh said, “It’s a huge achievement and I’m feeling very proud to have composed the song. Hearty congratulations to everyone associated with the song, especially T-Series, which has been an instrumental force in taking the song to this level, and the viewers for making it a huge success.”

The Significance of a Billion

‘Laung Laachi’ became the first Indian song video to hit the one-billion mark. In a random search, the most viewed Indian videos after ‘Laung Laachi’ are:

1. ‘Mile Ho Tum’ by Neha Kakkar (868 mn)

2. ‘High Rated Gabru’ by Guru Randhawa (865 mn)

3. ‘Zaroori Tha’ by Rahat Fateh Ali Khan (822 mn)

All three songs date back to 2017 or earlier. Even ‘Laung Laachi’ was released on the YouTube channel of T-Series Punjabi on 21 February 2018.

An interesting and, perhaps, funny aside is that the most viewed Indian videos (apart from ‘Laung Laachi’, that is) are Phonics Song with Two Words (over 2 billion views), Johnny Johnny Yes Papa (over 1.7 billion) and Old Macdonald Had a Farm (almost 1.1 billion), a reminder that one billion views is not to be scoffed at, and takes time and consistency to be achieved.

Hence, globally, it is music videos that reach the number regularly owing to their relatability and shelf life. The music video ‘Despacito’ recently crossed the 6 billion views mark. Meanwhile, Guns n Roses 1980s hallmark ‘Sweet Child o’ Mine’ became the first video from the 1980s to reach 1 billion views in October 2019. While ‘Despacito’ grew owing to its immensely popular music, the latter number has lasted longer for its relatability and shelf life. (Of course, it didn’t help Guns n Roses — and other even older greats of pop, rock and classical music — that YouTube only began in 2005 and there was no YouTube back in the day.)

A media professional in the digital world says, “It [1,000,000,000 views] is a rare thing and doesn’t really happen unless a lot of people are engaged with the content. It is a great number to have.”

She added, “It [the song ‘Laung Laachi’] also caters to a large audience. The Punjabi music scene is really large. But first, it is the fact that they [users] have engaged with the content. There was also ‘Lamberghini’ which went viral. There is no specific reason, sometimes it just goes viral.”

How Things Go Viral

The term viral remains as much a mystery to boomers as it does to social media professionals. But there is a method to the madness.

Sagar Madhani, founder, Cyringe Media, told us, “Marketing is never a guaranteed result, but it is an assumption. This assumption is based on the input you are giving.”

Madhani added that most production houses choose to create videos that tap into large influence bases that go beyond music. “If I pick up Varun Dhawan, Alia Bhatt and Suniel Shetty, for instance, I know I am getting 10 million, five million and three million, this is just their Instagram followers, as potential viewers,” he explained. “How I reach out to them is also important. Do I do a poster release? Do I do a TikTok dance challenge? There are lots of parameters that go into it.”

A good example would be the recent music single ‘Filhall’ featuring Akshay Kumar and Nupur Sanon. The song has 523 million views, but it was released only in November 2019.

Similarly, Nora Fatehi and Vicky Kaushal, two of the more saleable artistes in the film industry today, featured in the single ‘Pachtaoge’ which has caught the attention of 325 million users since August 2019.

‘Laung Laachi’ features Ammy Virrk and Neeru Bajwa, two of Punjab’s most popular artistes. Bajwa has a following of over 442,000 on Twitter and 3.2 million on Instagram, with Virrk bringing in 3.5 million followers from Instagram. Add their fan clubs and you have an influencer range that easily crosses the 10 million mark.

Organic or Inorganic?

While viewership numbers always attract eyeballs, the question remains: how many of those are truly viewers and not part of the marketing gimmicks. This is differentiated by techies by the terms ‘organic’ and ‘inorganic’.

Organic traffic refers to viewers who naturally arrive on the video or content through searches, links and references, and react to the content in place. Inorganic traffic refers to forcibly generated views that are created by surge viewing, sponsored boosts of links, and smart marketing.

Every content creator, depending on the resources available to him or her, opts for techniques to boost their viewership. This is understandable. But not all of them work.

Another media professional in the digital medium said, “It is T-Series. They have promoted it and fuelled it in the right manner.” She added that there is an element of luck involved as well. “For instance, ‘Kolaveri’ and ‘Lamberghini’ are names that are not always planned. Sometimes, it just happens, and you can capitalize on that.”

A 2019 BBC report stated that ‘20% of T-Series’ total revenue comes from YouTube’. With more than 65% of the music and entertainment company’s fanbase coming from India, it certainly has a lot of potential to tap into.

However, Sagar Madhani reminds us: “We are a country of more than one billion people. It is not hard to get one billion views if there is a channelled effort. Also, it is not necessary that one billion views come from India alone.”

Since the spat with PewDiePie, T-Series has acquired an international presence. The channel even started a #BharatWinsYouTube campaign on social media, with the support of several prominent Indian artistes like Sonakshi Sinha, Akshay Kumar, Varun Dhawan and Salman Khan to tap into nationalism as well as an international fanbase.

The record shows that T-Series has increasingly established a method to the madness of YouTube algorithms. No wonder the company is now targeting a huge and growing youth base on the platform through its music videos and singles. The old music cassette days are gone, but the target remains the same.

This article was originally published in Cinestaan