YouTube presented some of the country’s most popular and creative cooking talent as YouTube Top Chefs in India. Their videos are repeatedly being viewed, and they have been garnering large subscriber bases globally by dishing out recipes and uploading cooking tutorial videos online.
Based on the number of views and watch-time for their channels in 2013 and 2014, two of the world’s top ten YouTube food channels were from India, and four of the ten most-watched food channels in Asia were also Indian. This means Indian creators were among the top contributors of Indian cookery content in the world.
Speaking about the growth of Indian content creators, Gautam Anand, director, content and operations, YouTube Asia Pacific, said, “Food and cooking videos are thriving on YouTube, with cooking content being amongst the top ten most watched categories on YouTube globally.”
“In India, it is among the top five most watched categories, and we have observed a 40% year-on-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,” he added.
“We are excited that Indian cooks across the board are building global viewership on our platform, and we hope that the success of these creators would inspire many more Indians to use YouTube as their stage to share Indian food globally,” Anand stated.
The event recognised celebrity chefs such as Sanjeev Kapoor (who is also an author and restaurateur) and Harpal Singh Sokhi. The former highlighted the need to make cookery as celebrated as any other profession and urged people to enjoy cooking as much as they did other work.
Homemakers, such as 54-year-old Nisha Madhulika from Noida and forty-year-old Gayatri Sharma from Mumbai, were also recgonised. Other Top Chefs included Sanjay Thumma, whose YouTube recipe channel, VahChef, garnered over 185 million views.
Sharing her experience as a YouTube creator, Madhulika 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,” she added.
Thumma said, “I was running four restaurants in the United States, but I wanted to do something that would inspire people to enjoy fresh home-cooked food. YouTube helped me to live my dream.”
In the last year alone, India topped the list of countries searching for recipes on YouTube, followed by the United Arab Emirates, Qatar, Singapore, New Zealand, Australia, Canada, the United States and the United Kingdom.
North Indian dishes topped the list of cuisines searched in India on the platform, followed by South Indian, Chinese and Italian fare.
The top five recipes searched in India on YouTube were chicken curry, biryani, paneer curry, cake and pizza.
The five most-searched dessert recipes in India on YouTube were cake, halwa, rasgulla, gulab jamun and ice cream.
The five most-searched snack recipes in India on YouTube were dhokla, samosa, poha, cutlets and pakoras.
The top five cooking videos watched in India in 2013-2014 were chicken biryani, restaurant style by VahChef; French fries (restaurant recipe) by Kapoor; Hyderabadi chicken biryani by Sokhi; How to make pizza on tawa by Madhulika, and Copycat KFC fried chicken - homemade by robjnixon.
The top five cooking videos watched globally in 2013-2014 were How to make a frozen princess cake by nerdy nummies; How to make a rainbow cake by cookies cupcakes and cardio; Summer treats (healthy homemade popsicles); Birthday cake ideas (how to make a princess doll birthday cake), and Frozen cake pops! (All the disney frozen characters as cake - a cupcake addiction how-to tutorial).