The top YouTube channels for February are showing some interesting trends that video marketers will want to take note of. The strategies used by these top channels can help inform your own strategies so that you’re prepared to do what works now, not what used to work!
India on the rise
According to the data provided by video analytics firm Tubular Insights, the top ten channels attracted a total of 13 billion views. Those in the top four spots got at least a billion views each. These channels are:
- T-Series: 2.8 billion views
- Cocomelon-Nursery Rhymes: 2.6 billion views
- SET India: 1.4 billion views
- Vlad and Nikita: 1.2 billion views
- Like Nastya Vlog: 973 million views
- Kids Diana Show: 953 million views
- Badabun: 863 million views
- ZEE TV: 846 million views
- SAB TV: 796 million views
- ABS CBN: 775 million views
Tubular Insights’ data covered only those channels that primarily produce original content. The company noted that the top ten list didn’t change much from its January rankings, with only a few movements.
One of the interesting insights seen from the top ten channels is the rise of India-based video creators. The most viewed channel, T-Series, is run by the country’s largest music label. In fact, it is the most watched channel since 2018, attracting two billion views every month. The channel’s most popular video is this fun music video, which has gained 706 million views.
The three other Indian channels included in the top ten are SET India, Zee TV, and SAB TV. Like T-Series, these three channels are owned by major media outfits.
Tubular Insights said that the trend continued as you looked further down the top 100 rankings. Some of the most prominent inclusions were:
- Goldmine Telefilms: #46
- IndiaTV: #57
- Aaj Tak: #69
- Khandeshi Movies: #71
The analytics firm noted that many of these channels experienced a major increase in their rankings, moving up at least a hundred places. It explained that the boom could be attributed to the fact that India has the second largest number of Internet users, behind China, and they’re finally getting decent enough connections to watch YouTube videos.
Music engages viewers the most
Another trend Tubular Insights observed in its February data is the large amount of engagement that musical acts are getting. This might not come as a surprise, considering that the T-Series channel itself is tied to a record label while many of the other channels in the top ten produce their own music-related videos.
The trend is more prominent with individual artist channels. Some of the acts that experienced an increase in engagement rates during the study’s 30-day period are:
- Ariana Grande: 2.9x increase over the average YouTube engagement rate
- Marshmello: 3.2x the average rate
- 1theK: 3.2x the average rate
- BLACKPINK: 3.4x the average rate
The company added that K-pop is one of the regional genres that experienced significant growth in 2018. During this period, Korean acts like BTS and BLACKPINK have steadily penetrated the global scene, attracting audiences from different countries.
Taking advantage of these trends
Of the two trends Tubular Insights highlighted, the first one is more region-centric. This means that India-based video creators, or those that already have global reach, are in the best position to take advantage of it. That shouldn’t stop you from creating content that might be to the liking of Indian viewers. Study their preferences, and see how you can apply them to your videos. This will give you the opportunity to capture your first overseas audience.
Meanwhile, the increased engagement that musical content and artists are getting opens plenty of opportunities for marketers from different industries. Explore how you can include more music-related elements into your YouTube content. Collaborating with popular acts will also help increase your brand visibility, like this one that e-commerce site Shopee did with BLACKPINK.
The two trends highlighted by Tubular Insights’ February data illustrates the continuously changing preferences of YouTube’s global audience. Get this full report, and study it to know how you can ride the trends and get more viewer engagement on your videos.