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YouTube Shorts has changed the look of our global top 50 in 2021, but a few channels are constants in this chart no matter the YouTube landscape that exists around them.
These days, one channel with a consistent presence at the top of this ranking is an Indian entertainment hub that routinely finds itself in this chart’s #1 position. Read on to learn the latest status of the TV network that seems ubiquitous on YouTube — at least among the site’s South Asian audience.
For the third week running, SET India ended up in the #1 spot in our global top 50. The Indian channel, one of 14 hubs from its country to crack this week’s worldwide chart, is atop YouTube at the start of September thanks to its 695.3 million weekly views. That viewership made the digital TV destination one of only two channels to finish with more than a half-million hits in our latest count.
The other member of that exclusive group, Sony SAB, is also an Indian channel owned and operated by Sony. It used its arsenal of clips — many of which come from comedy shows — to accrue 542.3 million weekly views during our most recent seven-day measurement period.
Indian channels may claim the top spots in this week’s global top 50, but the most represented nation in the chart is the U.S. Among this week’s 50 YouTube standouts, 34% fly the American flag, including LankyBox, which finished third in the world after picking up 489.6 million weekly views. Justin and Adam’s combination of gaming clips, short-form videos, and lifestyle vlogs grows more popular every day, and their latest chart performance represents a 76% week-over-week traffic increase.
That bump was strong enough to push LankyBox past several other channels, including Colors TV, which wound up in fourth place in our worldwide ranking after snagging 389.4 million weekly views. Compared to its previous chart position, the Indian entertainment destination moved up two spots as well, though its growth was not enough to stay ahead of LankyBox.
Cocomelon – Nursery Rhymes rounds out this week’s global top five. The American channel, which offers videos from its titular genre to an audience of young viewers, added 375.5 million weekly views during the first week of September.
The majority of the channels in this week’s global top five reached those heights without making use of the YouTube Shorts platform, but it’s becoming harder for creators to crack this ranking without incorporating YouTube’s TikTok competitor into their content diets. For that reason, many channels that first succeeded with longer formats are now offering those videos alongside shorter clips. With that diversified approach, creators can maintain long-running series while also reeling in tons of new viewers.
The Mikael Family was one of two Indonesian families to reach this week’s global top 50 and was the highest-ranking hub to hail from the Southeast Asian archipelago.
Though the unit has more than two million subscribers, its ascent to its current chart position was propelled by its presence on YouTube Shorts, where some of its videos have received more than 15 million total videos. Those bite-sized offerings are hard for my non-Indonesian-speaking brain to comprehend, but the Mikael Family’s recurring long-form segments, such as a multi-part game of “The Floor Is Lava,” are much easier to comprehend — in part because they use a lot of the same sound effects and royalty-free audio as English-language videos.
With its potent combo of short-form and long-form content, the Mikael Family reached 21st place in our global top 50, one week after it finished 45th. The channel’s seven-day viewership topped out at 204.9 million weekly views, which was 46% more traffic than what the Indonesian hub pulled in during the final week of August. You can expect these creators to continue reaching for the sky. After all, they’re not allowed to touch the ground, since the floor is lava, so they might as well keep soaring.
Here’s a breakdown of the Top 50 Most Viewed channels this week in terms of their countries of origin:
- United States: 17 channels in the Top 50.
- India: 14 channels in the Top 50.
- Canada, Indonesia, Pakistan, Russia, South Korea, and United Kingdom: 2 channels in the Top 50.
- Belarus, Italy, Moldova, Thailand, Turkey, and United Arab Emirates: 1 channel each in the Top 50.
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