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Even as the YouTube landscape shifts from long-form videos to Shorts, two countries continue to dominate our ranking of the most-watched channels. More than half of the 100 channels with the most views in August hail from either India or the United States.
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The former of those two countries provided the #1 finisher in this month’s global chart.
Chart Toppers
If TikTok had never been banned in India, KL BRO Biju Rithvik may have never taken off on YouTube Shorts. Instead, one country’s decision has had a huge impact on regional family channels. KL BRO is barely known outside of its home country, but it still topped our global ranking with 2.22 billion views during the previous month. The channel owes its success to its family-friendly approach and its use of the Malayalam language, which has helped it make inroads in the non-English-speaking Bharat communities of rural India.
Another Indian channel is right behind KL BRO in the Global Top 100. T-Series got the second-most YouTube traffic in August, when it collected 2.2 billion monthly views. The South Asian record label has used its vast library of local entertainment to become the most-watched channel in YouTube history. It has more than 231 billion lifetime views in all and also leads YouTube in terms of subscribers — though MrBeast is attempting to catch the Indian channel in that particular category.
Speaking of Indian channels, StarPlus created an all-Indian trifecta at the front of this month’s Global Top 100. Like T-Series, StarPlus specializes in local content. It broadcasts shows and films across its distribution network, which includes more than 33 million subscribers on its primary YouTube channel. That audience led StarPlus to a big month in which it picked up 2.09 billion monthly views. With nearly 30 billion lifetime views in all, this star channel is clearly ready for its close-up.
The first non-Indian channel in this month’s Global Top 100 is also the only Belgian channel to crack the chart. In fitting Low Country fashion, the channel in question concerns football (or soccer, as we know it). Celine Dept, an athlete who creates Shorts alongside partner Michiel, reached #4 in the world after scoring 2.07 billion monthly views during August. Dept’s channel was clearly boosted by the Women’s World Cup, but with domestic leagues starting across Europe, don’t expect YouTube’s soccer mania to dissipate anytime soon.
MrBeast rounds out this month’s global top five. The U.S.-based creator, who has wowed viewers with his high-value productions, picked up 1.91 billion monthly views.
Top Gainers
Something funny happened during the month of August. YouTube Shorts viewers collectively decided that they are really curious about the inner workings of industrial machines.
This year, the breakout machine channel on YouTube Shorts has been MaviGadget, which earned multiple #1 finishes in our weekly charts over the summer. But recently, a similar channel is giving MaviGadget a run for its money. Smart Gadget Werehouse cracked the monthly Top 100 for the first time thanks to its growing subscriber base on YouTube Shorts.
Some Smart Gadget Werehouse videos feature tried-and-true short-form strategies, such as fashion advice and seductive thumbnail design. As far as I can tell, none of the channel’s videos feature lycanthropes, so I’ll assume the “Werehouse” thing is just a misspelling for the India-based hub.
The Werehouse’s most-watched clip helps us explain the YouTube Shorts obsession with gadgets. A machine players only a secondary role in the video, but gravity is the star. That, it would seem, is the appeal of these clips. They show the odd ways in which manmade objects can interact with natural forces.
https://www.youtube.com/watch?v=RbA2G_YrKxQ
Bolstered by its top-performing videos, Smart Gadget Werehouse picked up 799.7 million monthly views over our most-recent 30-day measurement period. That was good for a 67% month-over-month increase that pushed the Werehouse up to 72nd place in the Global Top 100. A month ago, it ranked 103rd.
There may be no secret sauce that makes videos like these popular. But even if the forces driving YouTube viewership are mysterious, there are still some manmade creations that can make sense of it. Congrats to the Werehouse team on their big month, and good luck to all the YouTube Shorts contenders in the final third of the year.
Channel Distribution
Here’s a breakdown of the Top 100 Most Viewed channels this month in terms of their countries of origin:
- United States: 30 channels in the Top 100.
- India: 24 channels in the Top 100.
- Japan and Russia: 6 channels in the Top 100.
- Pakistan and South Korea: 4 channels in the Top 100.
- Italy, Turkey, and Vietnam: 3 channels in the Top 100.
- Belgium, Belize, Brazil, China, El Salvador, Germany, Indonesia, Kyrgyzstan, Latvia, Mexico, Nepal, Netherlands, Singapore, South Africa, Taiwan, United Arab Emirates, and United Kingdom: 1 channel each in the Top 50.
This month, 72 channels in the Top 100 are primarily active on YouTube Shorts.
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