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There’s a new leader at the top of the Global Top 50. Anaya Kandhal is back in the driver’s seat after picking up 968.5 million weekly views.
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Indian children’s creators like Kandhal have become heroes in their home country by appealing to the non-English-speaking masses who turn to YouTube in search of family-friendly content. We’ve already discussed that phenomenon at length, but this week, some more official sources of Indian content moved into the Top 50 as well.
A rupee saved is a rupee earned
From crypto pump-and-dumps to AI-powered phishing tactics, there are numerous financial scams that regular internet users should be aware. The Indian government wants its citizens to up their awareness when it comes to those schemes, and it is using YouTube as one of the main vectors it uses to spread that information.
As a side effect of the fight against financial misinformation, the Reserve Bank of India‘s YouTube channel has grown considerably. During the happening known as Financial Literacy Week (or just FL Week for short), the RBI YouTube channel has housed 30-second spots that have scored millions of views each. The total sum of those ads and other RBI videos adds up to 233.3 million weekly views, which was enough to reach 44th place in the Global Top 50.
The national treasury isn’t the only official Indian entity benefitting from the financial content uptick caused by FL Week. A channel called UPI Chalega, which represents a titular system called the Universal Payments Interface, has also seen rapid growth this week.
With videos classified under the tag #MainMoorkhNahiHoon — which translates to “I am not stupid” — UPI has advised Indians about the steps they can take to protect themselves from scams. The campaign powered the official UPI channel as it reached 267.6 million weekly views, securing a 32nd-place finish in the Global Top 50.
Data via Gospel Stats
We already have plenty of Anaya Kandhals in America, but broad promotion of financial literacy is an Indian trend that would be a worthwhile addition to our American discourse. There are definitely some creators out there who could use an additional line of defense against scams.
Channel Distribution
Here’s a breakdown of the Top 50 Most Viewed channels this week in terms of their countries of origin:
- India: 23
- United States: 8
- Japan and Pakistan: 3
- Canada and Indonesia: 2
- Argentina, Bangladesh, Belgium, China, El Salvador, Peru, South Korea, Spain, and Vietnam: 1
This week, 29 channels in the Top 50 are primarily active on YouTube Shorts.
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