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The year 2018 was when India danced their hearts out to Drake, fell in love with Grandpa Kitchen’s Chicken Biryani Recipe, laughed at the raw humour of Indian comics, and as usual, enjoyed Bollywood music, according to YouTube's annual trends report.
While music, comedy, food/recipes, continue to grow, learning and education, beauty, DIY [Do-It-Yourself] and dance emerged as the fastest growing verticals with many new subcategories.
Emerging and well-known YouTube stars made it big in the year's Top Trending Videos list, including India’s Amit Bhadana who got as many as 11 million subscribers in just one year.
According to YouTube, Indians use the platform to learn how to do something- from day to day questions like “how to tie a tie,” to more existential ones like "how to be an Indian fashion designer".
As many as 71 percent of online video viewers go first to YouTube to watch videos to learn something.
"This year we saw India learn a great deal -- from new dance moves on the year’s biggest haryanvi super-hit song Teri Aakhya Ka Yo Kajal and punjabi hit Daru Badnaam to Zumba on Bom Diggy Diggy Bum; to many unique things like Dairy Farming, Magic and Painting; and much more," YouTube said in a statement.
Following Bhadana was another homegrown comedy superstar BB Ki Vines, with over 11.2 million subscribers, and gadget expert Technical Guruji with almost 10.4 million subscribers.
"This robust growth reflects the dynamic nature of the Indian creator community, with incredible talent surfacing from across India and especially amongst the regional language creators. These include non-hindi channels such as Infobells (Telugu), Village Food factory (Tamil) and Madhurasrecipe (Marathi)," YouTube said.
The year also saw new records being set and old records being broken in overall views for Indian movie trailers.
The Ranbir Kapoor-starrer Sanju was the most trending movie trailer of the year with over 60 million views. This was followed by Rajnikanth and Akshay Kumar starrer 2.0.
Music remained a favourite, with the year’s biggest super-hit song Bom Diggy Diggy Bum at the number one position, followed by punjabi track Laung Laachi by Mannat Noor and Guru Randhawa’s Made in India.
The top two ads this year were based on bonds between family and friends.
Topping the charts this year is Hyundai’s 20 years of Brilliant Moments ad, focusing on moments treasured for a lifetime, followed by Samsung’s #voiceforever campaign , which showed their first personalized artificial intelligence voice assistant providing help to motor neuron disease patients.
Cumulatively, the top ten ads in this year clocked 18 million hours of watch time, 88 per cent of which came from mobile devices.
Globally, this year was marked by surprising celebrity moments. In February, Kylie Jenner's film “To Our Daughter,” detailing her pregnancy and the birth of baby Stormi, was watched over 53 million times, making it YouTube's global number 1 top trending video of 2018.
Established celebrities such also created ripples, such as Will Smith, Rihanna's “Tutorial Tuesdays” makeup series, and Beyoncé's livestream from Coachella took #Beychella worldwide.
YouTube had over 245 million monthly active users as per ComScore.
Interesting and important milestones such as 300 channels crossing 1 million subscribers this year, three creators crossing the 10 million subscriber mark and T-Series surpassing the 50 million subscribers, were also reached this year.
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