Indian homemakers and celebrity chefs thrive on YouTube

India ranks1 globally on top countries searching for online cooking videos recipes on YouTube.

August 07, 2014 1:18 IST | India Infoline News Service
 YouTube unveiled some of India’s most popular and creative YouTube cooking talent. These creators, presented as YouTube Top Chefs in India, have been rising in views and building out large subscriber bases globally by dishing out “How to” recipes and cooking tutorial videos online.

Based on the number of views and watchtime for their channels in 2013 and 2014, India’s YouTube Top Chefs comprised of local homemakers and celebrity chefs. Sanjeev Kapoor, the most celebrated face of the Indian food industry, was recognized along with a 54-year-old homemaker Nisha Madhulika from Noida — a suburb of Delhi — and Gayatri Sharma, a 40-year-old homemaker from Mumbai. Other Top Chefs included Sanjay Thumma, best known as ‘VahChef’ for his YouTube recipes channel with over 185 million views, as well as Chef Harpal Singh Sokhi, a professional Chef with more than 25 years of experience.

Indian homemakers, amateur cooks and professional Indian chefs have also blazed ahead as some of the top global contributors of cooking content on YouTube. Their popularity and audience is spread across the globe with: Based on watchtime, two of the global top ten YouTube food channels come from India. Similarly, four of the top ten most watched YouTube food channels in Asia are also from India, making Indian creators some of the top cooking content contributors on YouTube in Asia and around the world.

Speaking about the growth of Indian content creators, Gautam Anand, Director of Content and Operations, YouTube Asia-Pacific said, “Food and cooking videos are thriving on YouTube, with cooking content being amongst the top 10 most watched categories on YouTube globally. In India, it’s amongst the top five most watched categories, and we’ve observed a 40% year-over-year growth in viewership for food and cooking videos on YouTube. While Indian food lovers are increasingly tuning in to the platform for ideas, local professional chefs and amateur cooks are also embracing YouTube as content creators. We’re excited that Indian cooks across the board are building global viewership on our platform and we hope that the success of these creators will inspire many more Indians to use YouTube as their stage for sharing Indian food globally.”

Sharing her experience as a YouTube creator, Nisha Madhulika, one of the YouTube Top Chefs, said, “My passion for cooking led me to start my food and cooking website in 2007, and with the help of my son and husband I started my YouTube channel in 2011.  By doing what I love I have now created an identity for myself on YouTube, and my viewers tell me that I am an inspiration for many homemakers in India. I feel so fortunate that I am able to live my passion and contribute to the community.”

Sanjay Thumma of VahChef, another YouTube Top Chef, also said, “I was in US, running four restaurants, but I wanted to do something that would inspire people to enjoy fresh home-cooked food. YouTube helped me to live the dream of inspiring people all over the world to enjoy homemade food.”

The growing popularity and successes of these top chefs goes to show that Indians are flocking to YouTube as a source of cooking information and entertainment. In the last year alone, India was the top country in the world searching for “Recipes” on YouTube, followed by UAE, Qatar, Singapore, New Zealand, Australia, Canada, United States and United Kingdom.

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