David beats Goliath: Independent content creators way ahead of broadcast networks on YouTube

Among the lists of YouTube Rewind 2017, the only video from the television broadcast networks that has made into the top 10 videos of 2017 on YouTube is the Aap Ki Adaalat interview of Kangana Ranaut

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David beats Goliath: Independent content creators way ahead of broadcast networks on YouTube

Gone are the times when lavish production and bigger distribution push were the only ways to get your content visible. Independent content creators – housewives, college passouts, a group of friends or a corporate executive who just loves to crack jokes – have beaten the broadcast networks on digital medium, shows YouTube Rewind 2017.

Among the lists of YouTube Rewind 2017 – Top 10 Rising Creators of 2017, Top 10 Creators of 2017, Top Trending Videos of 2017, Biggest Personalities of 2017 – there’s only one listing from the whole plethora of television broadcast networks. The one video that has made into the top 10 videos of 2017 on YouTube is the Aap Ki Adaalat episode hosting Bollywood star Kangana Ranaut.

A look at these lists tells us a lot about the way people consuming digital content. Simple yet informative and entertaining content is what is loved the most on YouTube. Consider Gharelu Nuskhe, the content creator that grew by over 280 times in this year to become the biggest gainer in 2017; or PrettyPriyaTV, which stood third in the top 10 risers in 2017. PrettyPriyaTV is a YouTube channel that has videos giving easy home remedies for routine beauty issues.

Independent content creators are posing a big threat to the big broadcasters as far as the digital medium is concerned. For obvious reasons, almost all these content creators run considerable amount of advertising on their YouTube content. Gaining traction on digital is about gathering a passionate community for your content and once that is done, providing relevant and focussed content serves the purpose for the content providers.

Interestingly, if the YouTube Rewind lists of 2015 and 2016 are analysed, there still were a few videos from broadcasters that listed in the top 10. Several Crime Patrol episodes and Kapil Sharma videos were listed in both the previous years among the most watched. However, in 2017, only the Kangana Ranaut interview is on the list.

In addition to this, another trend peculiarly visible from the recently released YouTube Rewind is that the attention span of the audience is quite narrow and none of the videos or content creators are being listed in consecutive years – except for AIB which has been on the list for one or the other video.

Highlights from YouTube Rewind

*80 independent creators crossed the one million subscriber mark

*145 of 200 channels received the Gold Play Button (one million subscribers) this year

*Beauty and health represented by six out of the top 10 rising creators, emerged as the fastest growing vertical

*Regional content grew exponentially, with Jimikki Kammal and Zinggat becoming national hits

More from YouTube Rewind

The big gainers on YouTube included Despacito becoming a global phenomenon, seeing the other side of Irrfan Khan through memes by AIB, Shape of You, which emerged as the most choreographed song in 2017 and getting the funny bone tickled by Angry Baba’s Chacha Ke Patake. Jimikki Kammal and Zinggat, the regional content bits, became a national sensation.

While music, comedy, food/recipes, education and learning continue to grow, health and beauty emerged as the fastest growth vertical of 2017 with many new subcategories growing, including dance, women lifestyle, village-food, web-series, among others.



% Subscribers growth y-o-y

Gharelu Nushke









Harsh Beniwal



Ashish Chanchalni Vines



Madras Central

Web Series


Health Tips for You



Ayurved Samadhan



Priya Malik



Indian Health



Top 10 Creators of 2017



Subscribers Gained in 2017

BB Ki Vines



Technical Guruji



Vidya Vox






Sandeep Maheshwari



Ashish Chanchalni Vines



Amit Bhadana






Nisha Madhulika



TS Madaan



Topping the list of creators in 2017 is comedy superstar BB Ki Vines, with over five million subscribers, followed by Technical Guruji with almost 3.9 million subscribers, and Vidya Vox with 3.7 million subscribers. Gaining over 2.5 million subscribers each in 2017 alone, the channels have registered a remarkable growth. Support for local creators continued, with three of this year’s top 10 trending videos (non-music) going to BB Ki Vines for Group Study, Amit Bhadana for That Dumb Friend in Every Group and Zakir Khan for Life Main Chahiye Izzat!

Top trending videos of 2017 (non-music)

1. BB Ki Vines - Group Study

2.       Jimikki Kammal - Dance Perfomance by Indian School of Commerce

3.       Ed Sheeran - Shape Of You | Kyle Hanagami Choreography

4.       Make Joke Of - Chacha Ke Patake

5.       That Dumb Friend In Every Group - Amit Bhadana

6.       Unique Rangoli Design using Chalni

7.       Kangana Ranaut in Aap Ki Adalat (Full Interview)

8.       Cheez Badi DANCE COVER | Machine | Mustafa & Kiara Advani | @JeyaRaveendran Choreography

9.       Step by Step Latest Mehndi Design For Hand 2017 # 1000+

10.    Zakir Khan - Life Mein Chahiye Izzat!

This robust growth reflects the dynamic nature of the Indian creator community, with incredible talent surfacing from across India and especially among the regional language creators.

Biggest personalities of 2017

BB Ki Vines

Technical Guruji

Ashish Chanchlani

106-year-old YouTube sensation - Mastanamma

Dhinchak Pooja

Kabita’s Kitchen

Harsh Beniwal

Sejal Kumar


Tanmay Bhat

Among the top 10 personalities in 2017, BB Ki Vines was again listed on top, while those who followed included Technical Guruji, stand-up comedian Ashish Chanchlani, the 106-year-old woman who loves to cook Mastanamma, singer and composer Dhinchak Pooja and a new cookery channel Kabita’s Kitchen. Nisha Madhulika has been known for her cookery videos and lists at No. 9 in top creators.

Top trending movie trailers

Baahubali 2 - The Conclusion | Official Trailer (Hindi)

Padmavati | Official Trailer

Judwaa 2 Official Trailer

Toilet Ek Prem Katha Official Trailer

Half Girlfriend Official Trailer

Begum Jaan | Official Trailer

Golmaal Again

Badrinath Ki Dulhania - Official Trailer

Sachin A Billion Dreams | Official Trailer

Tubelight | Official Trailer

2017 also saw some major new records being broken in overall views for movie trailers in India, with Bahubali 2 - The Conclusion, getting over 58 million views, followed by Padmavati with 27 million and Judwa 2 with 23 million.

Top trending music videos - India

Badri Ki Dulhania (Title Track)

Tamma Tamma Again

Guru Randhawa: High Rated Gabru Official Song

Ding Dang - Munna Michael

Mere Rashke Qamar - Baadshaho

Ed Sheeran - Shape of You

Luis Fonsi - Despacito ft. Daddy Yankee

Jagga Jasoos: Galti Se Mistake

Cheez Badi Full Video | Machine

Baarish | Half Girlfriend

Bollywood music remains the king of the hill with Badrinath Ki Dulhania bagging the top two spots for its title track with 132 million views and remix of the popular Tamma Tamma Again with 78 million views. Guru Randhawa’s High Rated Gabru is a close third on the Most trending music list, with 75 million.

YouTube remains the top video entertainment hub, with over 225 million Indian smartphone users using YouTube every month. India also reached not one but two major YouTube milestone this year, with 200 channels now crossing the one-million subscriber mark and three channels achieving 10 million (Zee, TSeries and ChuChu TV) subscribers, earning themselves the coveted Diamond Button this year. This year, the content on YouTube is more diverse than ever before.

Top trending music videos - Global

Luis Fonsi - Despacito ft. Daddy Yankee

Ed Sheeran - Shape of You

J Balvin, Willy William - Mi Gente (Official Video)

Maluma - Felices los 4 (Official Video)

Bruno Mars - That’s What I Like

Chris Jeday - Ahora Dice (Official Video) ft. J. Balvin, Ozuna, Arcángel

05. El Amante - Nicky Jam (Video Oficial) (Álbum Fénix)

Jason Derulo - Swalla (feat. Nicki Minaj & Ty Dolla $ign) (Official Music Video)

DJ Khaled - I'm the One ft. Justin Bieber, Quavo, Chance the Rapper, Lil Wayne

Enrique Iglesias - SUBEME LA RADIO (Official Video) ft. Descemer Bueno, Zion & Lennox

Top “How To” videos

How to Make Amazing F1 Racing Car from Matches Without Glue

How to Grow Long Thicken Hair with Onion

How to start your motorcycle or scooter without keys in 2 minutes

How to make Electric helicopter motor

How To Wear Indian Designer Saree Blouse

How to Make a Floor Cleaning Machine - Remote Controlled

How to make mobile cover at home

How to apply mehndi with the help of cello tape

David beats Goliath YouTube Rewind 2017 YouTube