“Viewers are, now, connecting the most with creators and artists who produce content across multiple formats. The interplay between video on demand, short form content and live stream is evident on YouTube – and reflected in the annual lists. Viewers shared a laugh over a dystopian short-film, while following the short-takes of a lovable housekeeper. They passionately pursued hobbies and interests, from watching a 4-hour long e-sports live stream to 60-seconds strokes of immersive art. Millions vibed to the peppy viral hit that transformed a local peanut-vendor into a national wonder! And many others dived deep into an ocean of entrepreneurial opportunity, seeking inspiration with a dash of humor,” said the company in a statement.
Here’s three trends that YouTube’s 2022 lists tell us about pop culture in India:
Multi-format creation is driving momentum for pop culture
Mainstream content gained new levels of relevance because creators reinterpreted them for their communities through different formats and styles. For instance: From official episode highlights to chart-topping spoofs and reaction videos, reviews, memes and interviews, Shark Tank left an indelible imprint on popular culture, mirroring the rise in interest for motivational and inspirational content on YouTube. Similarly, innovation in video formats and styles – lyric videos, releases in different languages, remixes, behind the scenes or even, sketches – is helping reshape the way fans discover and engage with music.
For Gen-Z, YouTube is a microcosm of the world they inhabit
Digital culture is now all about personal and socially relevant messages, particularly for Gen-Z, who are not only seeking out but also creating quick doses of feel-good, familiar content. Young creators, from small towns and even India’s hinterlands, have turned to Shorts to share snippets of their daily life in their own language and inimitable style. For Gen-Z, YouTube is not only a platform to share their unique worldview, but also a window to a world without borders. Here, they can cultivate interests, go deep into topics they love, whet their curiosity or even discover niche skills.
A new generation of filmmakers emerge
With high-production values, engaging scripts and all-round entertainment, YouTube creators are delivering blockbusters, and even “shortbusters”. Even as a full length feature and a dramedy short-film made it to the top trending videos, scripted content is also taking off in short-form across languages, with snappy, fast paced, quick witted episodes.
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