YouTube reports that 77% of Gen Z in India watched creators in translated formats

New Delhi: YouTube has identified a set of cultural and behavioural shifts that shaped how Indians engaged with digital content in 2025, outlining trends that contributed to what the platform describes as a newly shared online “vernacular”. The observations were released as part of YouTube’s annual review of the year’s cultural and viewing patterns in India.

According to YouTube’s 2025 Trends Report, the platform is increasingly functioning as a space where global and local content interact, creating references that move across languages, genres and formats. The rise of multilingual dubbing, visual storytelling and recurring meme formats played a significant role in shaping this year’s trends.

One of the most visible developments, YouTube reported, was the acceleration of cross-language consumption. The platform highlighted the example of creator MrBeast, who saw substantial growth in India, supported by multi-track audio releases in seven languages. 

YouTube said that “77% of Gen Z in India watched content or creators that have been translated from another language.” This shift reflects wider industry practices, with film trailers and creator content frequently debuting in multiple dubbed versions.

The platform also noted the growth of non-verbal content. Creators such as Kerala-based KL BRO Biju Rithvik attracted large audiences through visual, dialogue-free storytelling, described as resonating across linguistic boundaries. Similar formats from international creators, including Korean collective KIMPRO, saw strong traction in India.

YouTube stated that “76% of Gen Z in India turn to YouTube to find out more when something is happening in the world,” highlighting the role of the platform during events such as the IPL, the Asia Cup, film re-releases and global pop culture moments. These references regularly found their way into creator-driven sketches, commentary, short-form videos and gaming content.

Another notable pattern was the expansion of creator-driven businesses. YouTube pointed to examples such as Raj Shamani, who is building on his podcast Figuring Out as a form of digital intellectual property, and Sejal Gaba, who has used her digital presence to support commercial partnerships and shopping integrations. 

The platform also referenced the increasing use of AI tools such as the Inspiration Tab, Edit with AI and Auto Dubbing, which it said had simplified production workflows for creators.

Overall, YouTube’s 2025 review suggests that India’s creator landscape is becoming more multilingual, more visually driven, and increasingly connected to global cultural exchanges, while also strengthening its own creator-led digital economy.