The fandom effect: how Indian YouTube creators and fans took over 2024

Indian creators and fans, on YouTube, didn't just break the internet, they rebuilt it with their own unique voice and brand of creativity. From sporting arenas to wedding mandaps, India's unique trends unfolded, remixed, and amplified by fan-made magic.

Now, YouTube is cementing its place as the heart of pop culture, a global stage where fans actively create and shape trends, driving success like never before. Take comedian Samay Raina: there have been over 1.5 billion views of videos related to Samay Raina in 2024.¹ Or, consider Hanumankind’s Big Dawgs that became the go-to soundtrack for millions of creators.

The digital franchises that shape pop culture today are increasingly ones that are born online or become accessible in digital spaces through creator activity.

As 2024 draws to a close, we’re releasing our end-of-year lists that cover Trending Topics, Top Creators and Top Songs of the year. Scroll through to take a look at all the lists.

From stadiums to screens: when fandom took over

Sporting events like the ICC Men's T20 World Cup and 2024 Indian Premier League were bowled over by a wave of fan-generated frenzy! Videos related to the ICC T20 World Cup racked up a staggering 7 billion views in India alone,² proving that cricket fever is truly contagious on YouTube.

Creators stepped up to the crease, delivering expert analysis, hilarious commentary, and mind-blowing recreations. Fans, on the other hand, didn’t just jump into the conversation - they dissected every play, celebrated every victory, and turned those nail-biting javelin throws into YouTube gold.

And, forget the nosebleed seats! Connected TVs gave viewers front-row access to the action, turning living rooms into fan-access zones.

YouTube: where moments are super-sized

YouTube helps amplify moments, transforming fleeting instances into lasting cultural touchstones. This year, events that captured India's imagination became larger-than-life on YouTube, sparking conversations and fueling creativity.

Take the Ambani wedding, which enamored the nation and captured the imagination of fans and creators alike. Videos with "Ambani" and "Wedding" in the title received over 6.5 billion views in India,³ as fans dissected every detail, international artist acts, the dazzling outfits and the star-studded guest list. From armchair fashion critics to wedding planners offering their hot takes, this year, the after-party was online, and everyone had a VIP pass.

Multi-format creation & diverse communities drive mega trends

Diljit Dosanjh, the multi-format maestro, mastered the art of fan engagement: from electrifying live concerts that sparked a wave of fan-created content to music releases, from podcasts to epic collaborations. With over 3.9 billion views on Diljit-related content,⁴ it's clear that his presence on YouTube is a masterclass in connecting with fans.

YouTube's impact on culture goes beyond glitz and glamour; it's about shaping how we communicate. Remember those "Moye Moye" memes? With over 4.5 billion views on videos featuring "Moye Moye,"⁵ the meme became a whole new vocabulary, proving that on YouTube trends get remixed, reimagined, woven into the fabric of everyday conversation.

The global playground where boundaries blur

Global giants like MrBeast showed their love for India, creating Hindi dubs and joining forces with local creators for epic collaborations, showing that they're not just visiting, they're here to stay.

YouTube Shorts is a passport to the world, creators and fans from all walks of life can connect and create. Music subcultures broke geographic barriers with Marathi and Garhwali hits traveling across India and beyond. The ease of creating and discovering content on YouTube Shorts continues to empower women creators like Priyal Kukreja and countless others to find their voices, share their stories, and grow their communities.

Even hyperlocal heroes and niche topics are becoming mainstream. Malayalam creator, KL Bro Biju, found audiences across the world, exemplifying the power of relatable stories to connect people across cultures. Box of Vengeance, a quirky sports ball reviewer, became a fan favorite, a testament that even the most unexpected content can become a viral sensation.

Fandoms level up: creators and fans become besties

This year, creators and fans came closer than ever! Gaming legend Total Gaming aka Ajjubhai finally revealed his face to his 37 million strong "Ajjubhai Army," proving that sometimes, all it takes is a little fan love to break out of your shell (and into vlogging stardom!). Consider this: this boosted his fan base with on-camera vlogs and watchalong gameplays that have collected over 900M views in 2024.

And, who can forget Cristiano Ronaldo, whose YouTube debut drew over 19 million ‘siuuubscribers’ in the first 24 hours, attracting Indian fans in droves.

In 2024, creators became the new A-listers, leading the charge and setting the trends. Fans weren't just viewers; they were co-creators, shaping the narratives and driving the conversation.

As pop culture continues to become more personalized, fan-driven, and participatory, YouTube serves as a launchpad for new kinds of breakthrough entertainment and a place where viewers are coming to take part in larger cultural moments in new ways.

With 2025 just around the corner, we can't wait to see what new adventures await us on YouTube!