We’ve reported regularly on the growth of Indian music behemoth T-Series’ main YouTube channel: most recently in June when it reached the milestone of 50 million subscribers.

It’s not the only YouTube music channel operated by the company however. Its Bhakti Sagar channel focuses on ‘devotional’ music – Hindi religious hymns, or ‘bhajans’. It has just passed the 10 million subscribers milestone on YouTube.

“T-Series started its journey with Bhajans and it has always been my endeavour to reach the audience, globally, through various digital platforms,” said T-Series chairman and MD Bhushan Kumar.

News site RadioAndMusic notes that the Bhakti Sagar channel gets around 150 new uploads a month, and reaches an audience well beyond India: the US, Canada, UK, Unites Arab Emirates and Australia are among its key markets overseas.

The channel is about to cross another milestone too: 4bn views of its videos. Meanwhile, T-Series’ main YouTube channel also continues to grow apace: it’s now up to 58.2 million subscribers, and 45.6bn lifetime views of its videos.

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