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Cooking videos among top five most watched categories on YouTube in India

MUMBAI: Food and cooking videos are among the top five most watched categories on YouTube in India with a 40 per cent year-over-year growth in viewership, revealed YouTube Asia-Pacific Director of Content and Operations Gautam Anand.

“Food and cooking videos are thriving on YouTube, with cooking content being among the top 10 most watched categories on YouTube globally,” stated Anand.

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,” added Anand.

According to a YouTube report on India’s most popular and creative cooking talent, local content creators of food and cooking videos have been rising in views and building out large subscriber bases globally by dishing out cooking tutorial videos online.

Based on the number of views and watch time for their channels in 2013 and 2014, India’s YouTube Top Chefs consisted of local homemakers and celebrity chefs.

Sanjeev Kapoor, the most celebrated face of the Indian food industry, was recognised 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.

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.