YouTube expands ‘Hype’ feature to 39 countries, including India, to boost smaller creators

New Delhi: YouTube has officially rolled out its innovative “Hype” feature to 39 countries, including India.

The feature helps smaller content creators with between 500 and 500,000 subscribers gain visibility on the platform. It allows viewers to actively promote their favourite videos, giving emerging creators a chance to break through the platform’s algorithm and reach new audiences.

First introduced in beta last year in Brazil, Taiwan, and Turkey, the feature has already shown success, with over 5 million hypes cast across more than 50,000 channels in just four weeks. 

Now, creators and fans in major markets like the US, UK, Japan, Korea, Indonesia, and India can leverage this tool to boost visibility for up-and-coming channels.

The Hype feature targets creators with 500 to 500,000 subscribers, offering a new way for fans to support their favourite smaller channels beyond the traditional like, share, and subscribe options. 

Viewers can “hype” a long-form video within its first seven days of release, with each user allocated three free hypes per week. Each hype awards points to the video, propelling it up a country-specific Top 100 leaderboard accessible via the Explore tab. 

To level the playing field, YouTube’s algorithm grants bonus points to creators with fewer subscribers, ensuring smaller channels have a fair shot at gaining traction.

In India, one of YouTube’s most vibrant creator ecosystems, the Hype feature is poised to be a game-changer. With a diverse community spanning languages, genres, and regions, Indian creators often face challenges breaking through the platform’s competitive algorithm. “Smaller creators, even those with loyal fanbases, often struggle to reach new viewers,” YouTube noted in its announcement. “Hype is designed to help bridge that gap.” The feature’s introduction in India, announced on July 15, 2025, has already sparked excitement, with local creators across niches like cooking, gaming, music, and makeup expected to benefit from increased visibility.

The Hype button, integrated directly below eligible videos, makes it easy for viewers to show support with a single tap. Hyped videos may also earn “fan-favorite” badges, adding credibility and encouraging further engagement. 

For creators, YouTube Studio now includes detailed analytics, displaying hype points and weekly performance to help track audience resonance. Fans who consistently hype their favourite creators can earn a monthly “Hype Star” badge, fostering a sense of community and rewarding active supporters.

YouTube’s global expansion of Hype comes with plans for future enhancements. The platform is developing category-specific leaderboards for niches like gaming and style, allowing creators to compete within their genres. Additionally, YouTube is exploring options for fans to share hyped videos directly, amplifying exposure, and testing paid hype models in Brazil and Turkey as a potential revenue stream for creators.

The feature aligns with YouTube’s broader strategy to support creators, alongside recent updates like AI-powered automatic dubbing, digital gifting in live streams, and an Inspiration Tab for content ideas.