Bollywood music channel T-Series has long been one of the most popular channels on YouTube, but in October it was the most popular of all – at least by individual video views.
Tubefilter’s latest chart, based on data from analytics firm OpenSlate, claims that T-Series generated 712.7m views in October, topping the chart for a second month in a row.
T-Series ended that month with just under 13 million YouTube subscribers and 11.7bn lifetime views. Impressively, according to Music Ally’s analysis of Tubefilter’s charts over the course of this year, T-Series has generated more than 5.5bn of those views in 2016 alone, growing from 454.6m monthly views in January to 712.7m now.
This is all useful data not just on the popularity of Bollywood music – which, of course, extends well beyond India – but also on the likely growth of YouTube within India itself.
The country is a strategic priority for Google’s video service, as shown by its launch in September of an app called YouTube Go there, with an emphasis on reducing data usage and working offline.
YouTube Go may well be a factor in T-Series’ growth from now on – starting with its 11% growth in views between September and October. In fact, there were eight Indian channels in Tubefilter’s top 100 chart for the latter month, second behind only the US (which had 45).
With western music-streaming services all mulling their strategies for India, which already has Saavn, Gaana and other local players, YouTube’s popularity there will also be a huge factor in India’s digital music prospects.