[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 is rolling into October on a hot streak. After leading every Global Sub Top 50 chart we published during September, Pevidor added 2.1 million subscribers during the week that wrapped around the end of the month. No other channel could even get halfway to that tally.
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All of the entrants in this week’s Global Sub Top 50, however, added at least 225,000 new subscribers during the week that was. That’s a lot of new fans — and many of them could use a bite to eat.
Worried about the decline of the mukbang? Let Grandma Dong fix you something.
In recent weeks, mukbang creators have found themselves fighting against YouTube itself. For years, the mukbang (which translates to “social eating”) was a dependable format for foodies in South Korea and beyond. But as YouTube looks to crack down on disordered eating, it is taking aim at the diet videos that often follow binge-eating sessions.
So what’s next for YouTube’s food category? In a post-mukbang world, viral foodstuffs will have an important place. We saw that last week when we discussed Revolution Umesh, the panipuri king of India.
But there’s another type of food video that has started showing up in the Global Sub Top 50. Excessive plates of food characterized the “social eating” of mukbang videos, but what if “social eating” just referred to the communal spirit that comes with a shared meal?
That’s the idea behind Grandma Dong‘s channel. The #20 channel in this week’s Global Sub Top 50 is like a warm hug. Grandma Dong’s videos often feature food, but she doesn’t necessarily cook it herself. She may not be a panipuri master (or anything like it), but she can use her snacks to tell short stories that reach millions of adoring fans. 340,000 new subscribers joined Grandma Dong’s family during our most recent seven-day measurement period.
You don’t have to be someone’s grandma to be able to engage in this form of storytelling. In fact, creators of all ages are turning their favorite dishes into narrative devices. Massive mukbang meals can tell a compelling story, but so can Lyndice‘s preferred snack (Indomie instant noodles).
Lyndice, who hails from Indonesia, takes advantage of the universal nature of food content. A good bowl of springy noodles can be cultural glue. Like familiar family tropes or oddly satisfying machines, an optical illusion involving food requires no translation. Maybe that’s how Lyndice was able to add 430,000 weekly subscribers and reach tenth place in the Global Sub Top 50.
Data via Gospel Stats
Mukbang creators have to consume titanic portions to author their culinary stories. Lyndice, meanwhile, can entertain millions without taking a single bite. Her take on food content isn’t just universal; it’s efficient.
So while YouTube concerns itself with the extreme diets featured on some mukbang channels, food creators on Shorts will continue to thrive. If you can cook a viral favorite or turn your lunch into a punchline, you can reach the Global Sub Top 50 in the time it takes to prepare a package of Indomie.
Channel Distribution
Here’s a breakdown of the Top 50 Most Viewed channels this week in terms of their countries of origin:
- United States: 14
- India: 11
- Mexico: 8
- Brazil: 3
- Argentina, Indonesia, and United Kingdom: 2
- Colombia, Kazakhstan, Panama, Russia, Singapore, and Vietnam: 1
This week, 38 channels in the Top 50 are primarily active on YouTube Shorts.
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