YouTube brings Pop-Up Space to Chennai for the very first time

• Pop-Up Space hosts 400 creators across Tamil Nadu

Chennai, November 21, 2019: Continuing to invest and support the growing regional language creator community in India, YouTube opened doors to its first ever YouTube Pop-Up Space in Chennai. The three-day Pop-Up Space from 19th November - 21st November, provided an opportunity to over 400 budding YouTube creators across Tamil Nadu to get free access to state-of-the-art production equipment and themed production sets, to produce original and innovative high production quality content for their YouTube channels.

Satya Raghavan, Director, Content Partnerships, YouTube in India with Top YouTube Creators

YouTube’s Pop-up Space in Chennai comprised of three sets-- a Music setup, Food studio and a Lifestyle set,which saw creators come together to educate, collaborate and create with top creators. Over the course of three days, many of the emerging creators got a chance to attend workshops on storytelling, content strategy, production, and branding. They even got mentored by some of the leading creators like ErumaSaani, Let’s Make Engineering Simple , HomeCooking Tamil, Nakkalites and Kabita’s Kitchen

Satya Raghavan, Director, Content Partnerships, YouTube in India said, “We are bowled over by the depth and diversity of content we are seeing from Tamil Nadu. In 2018, we had only 30 Tamil creators who had crossed 1 million subscriber mark but in less than a year, we have over 94 Tamil creators crossing this milestone. Vijay Television has become 1st Tamil channel to hit 10M subscribers. Moreover, adding to this number, over 1344 Tamil channels have now crossed 100K subscribers. Through initiatives like Pop-Up and Next-Up, we want to continue to invest in the growth of creators and handhold more aspiring ones to learn from the creator community and get access to all the professional equipment, sets and help them to learn all there is to move to the next level.”

Satya Raghavan, Director, Content Partnerships, YouTube in India with Nexup 2019 Top YouTube Creators

2019  witnessed several record breaking events for Tamil content on YouTube - from Dhanush’s Rowdy Baby music video going viral across the globe with over 680M views so far (and still going strong), to Vijay starrer Bigil’strailer with over 2.3M likes and 45M views and #1 Tamil soap Naayagi on VikatanTV clocking avg. 1.5M views per episode. Also, the year was witness to many new trends - from emergence of Gaming such as YouTECH Tamil and Tamil Gaming, to miniature village cooking on Mini Foodkey and the Tiny Foods,  to farmers turned chefs from Village Cooking Channel with over 325M views this year, to Carnatic music maestros from TM Krishna to SikkilGurucharan starting out on YouTube, to creators going mainstream such as Daddy Arumugam from Village Food Factory with his own show on Sun Life called ‘Daddy Arumugam SamayalMattrum Home Cooking’ and collaborations between creators such as NYK-Micsetcollabvideo, Amma Samayal-Home Cooking Tamil collabvideo.

Satya Raghavan, Director, Content Partnerships, YouTube in India with Nexup 2019 Comedy YouTube Creators

Top Tamil Creators by subscribers:

Rank	Creator	Subscribers	Genre
1	Infobells - Tamil	8.7 Million	Kids
2	Mic Set	3.8 Million	Comedy
3	Village Food Factory	3.3 Million	Food
4	Madan Gowri	2.7 Million	Infotainment
5	Black Sheep	2.6 Million	Comedy
6	Nakkalites	2.2 Million	Comedy
7	ErumaSaani	2.2 Million	Comedy
8	Madras Samayal	2.2 Million	Food
9	Tamil Health and Beauty	2.0 Million	Health
10	Village Cooking Channel	1.9 Million	Food

YouTube Pop-up in India:

In 2019 alone over 1400 creators and industry professionals like Believe Digital, Times Music, Saregama, Sony Music, Garden Up (Gardening, 300k subs), Goodness in You (Art and Painting, 430k subs) Snakecharmer (Bagpipe Music, 435k subs), Madrassana (15.3K Subs) Giri Bhakti (61.2K Subs)Black Sheep (2.61M Subs) have attended the YouTube Pop-Up Space and over 75 videos have been shot. The Space also gives the budding creators a chance to collaborate with popular YouTube stars that further boosts their channel’s reach. Examples of some of the notable collaborations are:

• Mr. Magician (collaborated with AkshBaghla) - Music Meets Magic
• HimeeshMadaan - family collaborated with TS Madaan
• Mahesh Raghavan (291K Subs) and Nandini Shankar (4.94K Subs)
• Chennai Memes (536K Subs) and Putchutney (1.15M Subs)
• Malyali creator [Salu’s Kitchen - 780K Subs] collaborated with a Top Food Creator based in Pune [Kabita’s Kitchen - 5.8M Subs] and a creator from Delhi, Bharat Wadhwa [Bharatz kitchen HINDI - 5M subscribers] collaborated with Amma Samayal [Amma Samayal - 580K subs] a creator from Tamil Nadu in the first ever Pop-Up Food Pilot

About YouTube:

Launched in May 2005, YouTube’s mission is to give everyone a voice and show them the world. We believe that everyone deserves to have a voice, and that the world is a better place when we listen, share and build community through our stories. YouTube is a Google company.

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