According to YouTube’s 2024 end-of-year report, the ICC Men’s T20 World Cup was the most popular subject, receiving over 7 billion views in India alone. Significant attention was also paid to other important events, such as the Lok Sabha elections and the 2024 Indian Premier League. Videos featuring well-known people like Anant Ambani and Ratan Tata, as well as the movie Kalki 2898 AD, received a lot of interaction. According to the research, the phrase “moye moye” gained widespread popularity and received over 4.5 billion views in 2024, demonstrating the increasing impact of regional and cultural trends.
The study shows that YouTube India witnessed a wide variety of well-known personalities, both local and foreign, in the field of video makers. With 332 million members, MrBeast continued to dominate the worldwide market, while Indian creators Sujal Thakral (33.5 million subscribers) and Filmy Suraj (32.5 million subscribers) saw notable growth. Other well-known creators were Priyal Kukreja, who had 40 million followers, and KL Bro Biju Rithvik, who had 61.6 million. YouTube’s worldwide reach was further cemented when international stars like UR Cristiano (69.8 million subscribers) and the Stokes Twins (99.5 million subscribers) began to connect with Indian viewers.
In terms of music, a few songs were the most viewed tracks of the year. Sahithi Chaganti and Sri Krishna’s Kurchi Madathapetti, Shiva Chaudhary’s Jale 2, and Madhubanti Bagchi, Divya Kumar, and Sachin Jigar’s Aaj Ki Raat were some of the most popular songs. With songs like Matak Chalungi by Manisha Sharma, Raj Mawar, and Aman Jaji and Bukhoorabujha Bhail 2 by Khesari Lal Yadav garnering millions of views, regional and folk music has had a big impact on the music scene.
With shorter video material playing a significant role in the music trend, YouTube Shorts also experienced an increase in popularity. On the platform, songs like ALXIKE’s Funk Estranho (Super Slowed) and Priyanka Meher and Rongpaz’s Dhana were very well-liked. Additionally, there was a lot of interest in songs like Gulabi Sadi by Sanju Rathod and G-SPXRK and Teri Baaton Mein Aisa Uljha Jiya by Raghav, Tanishk Bagchi, and Asees Kaur. It is discovered that the majority of YouTube viewing has migrated to shorts, indicating a shift in audience tastes toward faster, easier-to-access forms while still appreciating a wide range of genres.
