[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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For the fourth week in a row, we have a new leader in the Global Sub Top 50 chart. MrBeast (the current #3) gave way to Alejo Igoa (#2), who passed the torch to Nick DiGiovanni (#5). Now all of those North and South American creators are ceding the top spot to an Asian channel. Hello again, KIMPRO.
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Thats the name of the Korean short-form hub that was one of the first channels to ever get one billion YouTube views in a single week. Now it’s on top of our subscriber chart as well thanks to the one million new subs it picked up during the final week of February. I guess that’s just how a (Kim) pro channel operates.
Want to be the next Jet2holidays? It’s all in the family.
Last summer, the British travel agency Jet2holidays experienced a very interesting cultural moment. A soundbite from one of its commercials spawned the biggest meme of the season, and as you might expect, that viral surge was “hugely beneficial” for the brand it riffed on.
Obviously, there are any number of travel brands that would love to be the next recipient of a Jet2holidays-style bump. IndiGo may be the company that actually pulls off that bit of marketing wizardry.
Through its IndiGo 6E YouTube channel, India’s largest airline (in terms of passenger volume) has found viral success. During the week ending on March 1, the hub in question added 650,000 new subscribers, bringing its total up to 5.5 million. Only three channels — KIMPRO, Alejo Igoa, and MrBeast — added more subs during the week that was.
If Jet2holidays’ short-form success was driven by the sort of dry humor the British love, then it should come as no surprise that IndiGo’s short-form tactics are more, well, Indian. The biggest YouTube channels from the world’s most populous nation are family hubs from creators like Anaya Kandhal, who sometimes get billions of weekly views with nothing more than simplistic depictions of their nuclear units.
IndiGo 6E has found several ways to apply that theme to the subject of travel. A mother-son pilot duo, for example, is one of the channel’s most popular clips. At the top of that ranking, we find this video of a pilot father leading his adorable daughter through an airport.
Any brand can apply popular YouTube Shorts concepts to in-house channels. You don’t need to be Indian, but it does help to present videos in a manner that appeals to young viewers. As an example, just look at ryogakucho. That’s the name of a YouTube channel affiliated with Liberal Arts University, a financial literacy service based in Japan.
The subject matter of ryogakucho videos isn’t the type of stuff you’d expect kids to care about, unless you have a little one who runs around your house talking about annuities and interest rates. When you’re talking about finances on YouTube Shorts, however, a kid-friendly approach is always warranted, and that’s exactly the path ryogakucho takes. With its cute lion mascot and its brightly-colored clips, the multilingual channel makes money matters as kawaii as can be.
The results have been massive. In our latest Global Sub Top 50 chart, ryogakucho ranked 35th with 240,000 new subscribers. It also pushed its lifetime YouTube viewership above one billion during the same period.
Data via Gospel Stats
Children are rarely going to be booking their own flights or planning for their own financial futures, but on Shorts, it doesn’t matter. If your video is cute and chipper enough to match the content coming out of top family hubs, then reach will follow, even if the alignment between topics and audiences is questionable.
Though it may be true that nothing compares to a Jet2holiday, on YouTube Shorts, it’s a bit different. I’ll put it like this: Nothing compares to Anaya Kandhal.
Channel Distribution
Here’s a breakdown of the Top 50 Most Viewed channels this week in terms of their countries of origin:
- India: 11
- United States: 7
- Brazil: 4
- Argentina, Indonesia, and Mexico: 3
- South Korea: 2
- Australia, Bangladesh, Colombia, Egypt, Germany, Japan, Kazakhstan, Pakistan, Spain, Taiwan, United Arab Emirates, and Vietnam: 1
This week, 41 channels in the Top 50 are primarily active on YouTube Shorts.
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