[Editor’s Note: Tubefilter Charts is a weekly rankings column from Tubefilter with data provided by GospelStats. It’s exactly what it sounds like; a top number ranking of YouTube channels based on statistics collected within a given time frame. Check out all of our Tubefilter Charts with new installments every week right here.]
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Double Date is in fourth place in the Global Top 50, but the Australian couple channel continues to define the top of the leaderboard.
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Seven days ago, one of the couples that participates in Double Date videos, Cadel and Mia, finished first in our ranking of the most-watched YouTube channels of the week. In the latest update, Cadel and Mia have dropped back to third place, making space at the top of the ranking for their paired partners: Jasmin and James. With videos that are as cute as they are addictive, the alliterative channel collected 2.43 billion weekly YouTube views.
Want to find the most successful YouTube Shorts advertisers? Go to India.
YouTube Shorts ads are about to celebrate their third birthday, making them a relatively new format in the ever-changing world of digital advertising. YouTube has claimed that it now makes more money off its Shorts library than its collection of long-form videos, but that raises an important question: Which buyers are driving that trend?
The latest Global Top 50 chart shows up that many of the brands that are making the best use of YouTube Shorts are based in India. The world’s most populous nation typically contributes the highest number of chart entrants each week, and the companies that are getting the most YouTube Shorts traffic operate in the categories that Indian consumers most frequently enjoy.
Case in point: Last week, we talked about how food videos are making deep inroads into Indian YouTube communities. Now, seven days later, we have a multinational food brand in the Global Top 50. Maggi is a famous name in cultures that use the purveyor’s bullion cubes, ramen packages, and other forms of umami intensity. The brand’s India-based channel goes by the name Meri Maggi, which translates to “my Maggi.”
That title references the strong nostalgia Maggi evokes in Indian communities. The brand’s vertically-oriented commercials strike similar chords and have reached millions of viewers to date.
Maggi may be hitting the Shorts feed with one sodium bomb after another, but you don’t have to be a food-focused corporation to connect with the hundreds of millions of Indians who watch Shorts videos each day. The online retailer Myntra has made inroads of its own by appealing to YouTube’s fashion niche and the creators therein.
Myntra’s most-watched YouTube Shorts ads tend to call out company products that cater to fashion-forward consumers. Over the past month, that strategy has worked out quite well. Myntra made its first appearance in the Global Top 50 after collecting 361.2 million weekly views during the third week of January. That was more than double its previous seven-day total.
Data via Gospel Stats
To be clear, these aren’t the first advertisers that have made it into the Global Top 50. Slovakia-based ElaFrame, for example, has made multiple appearances in the chart thanks to its unique form of packaging.
In these cases, however, Maggi and Myntra are putting out ads that are only tangentially aligned with hot short-form categories. Advertisers should see the generalized nature of these spots as a sign of a format that’s maturing — at least in India.
Channel Distribution
Here’s a breakdown of the Top 50 Most Viewed channels this week in terms of their countries of origin:
- India: 20
- United States: 6
- Indonesia: 5
- Australia, Canada, Egypt, South Korea, and Taiwan: 2
- Bangladesh, Brazil, China, Germany, Hong Kong, Russia, Spain, and Vietnam: 1
This week, 40 channels in the Top 50 are primarily active on YouTube Shorts.
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