[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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Lucan Pevidor has completed a perfect September in the Global Sub Top 50. We published four editions of our subscriber chart during the ninth month of the year, and Pevidor finished in first place in all four.
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Pevidor, however, is far from a one-month wonder. The Brazilian creator slowly worked his way up the rankings and now reaches 41 million subscribers in all. (He added 2.4 million of them within the past week.) Further down the ranking, we can see some channels that are poised to make Lucan-sized leaps in the near future.
YouTube Shorts might make panipuri the next big food trend
Recently, I had panipuri for the first time. I had to be taught the proper way to eat the popular Indian foodstuff, which is meant to be downed in a single bite before the filling has a chance to drip everywhere.
I’m not the only American who has limited knowledge when it comes to panipuri (and Indian street food in general). But if the current status of the Global Sub Top 50 is any indicator, small, deep-fried spheres of goodness are ready for a glow-up.
To explain what I mean, allow me to zoom out. The amount of family content in the Global Sub Top 50 suggests that a lot of young kids across the world are watching Shorts. That means some categories (toys, games, family comedy) are well-represented in the ranking while more adult subjects (finance, law, business) only crack the chart on rare occasions.
Food content is a reliable subject for many Top 50 creators, but most of them stick to dishes that resonate with kids. That means a lot of bright colors, sugary treats, and bite-sized snacks. Kelly Ferreira, for example, is a Brazilian creator who recently made it into the Global Sub Top 50 for the first time. When you peruse her most-watched Shorts, you’ll find blue watermelon, baby-shaped chips, and other eats that appeal to YouTube’s youngest viewers.
Data via Gospel Stats
Ferreira proves that creators can make the viewership line go up when they focus on foodstuffs that you would be likely to see during a kindergarten class’ snack time. But what does that mean for Indian creators?
The Indian channels in our rankings have found several ways to incorporate food into their videos. There are local supermarket brands that find new real estate for their ads and individual creators who share homemade recipes with millions of subscribers.
And then there’s Revolution Umesh. In his YouTube channel description, Umesh makes his focus clear: He’s the panipuri guy. He has uploaded countless videos devoted to the round street eat, and many of those clips work in tropes that are common among Indian creators, including family comedy.
As it turns out, panipuri is the right food item for the YouTube Shorts algorithm. It comes in a fun shape, it’s colorful, and it’s the perfect tasty snack for a hungry kid. No wonder Revolution Umesh added 280,000 new subs during the final week of September.
Panipuri is common throughout India, so it makes sense that Umesh’s videos draw in millions of viewers in his homeland. I think, however, that the panipuri has untapped potential outside of South Asia. If Indian kids flock to it on YouTube, why not youngsters from the rest of the world?
So you heard it here first: If you own a fast-casual restaurant, time to put panipuri on the menu. If you’re a food creator, time to learn how to make them. The delectable spiced balls are a snacktime classic, but in the hands of an artisan like Umesh, they can be so much more.
Channel Distribution
Here’s a breakdown of the Top 50 Most Viewed channels this week in terms of their countries of origin:
- Mexico: 12
- India: 11
- United States: 10
- Brazil: 5
- Indonesia: 2
- Argentina, Canada, Israel, Kazakhstan, Panama, Russia, Spain, Taiwan, and Vietnam: 1
This week, 41 channels in the Top 50 are primarily active on YouTube Shorts.
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