77% Gen Z watched dubbed content this year: YouTube report

From MrBeast speaking fluent Telugu to Raj Shamani introducing global business voices to Indian audiences, from KL Bro Biju Rithvik telling stories without words to Sanju Rathod’s hit tracks becoming cross-border sensations, the platform is shaping a shared cultural vocabulary. Even absurdist memes, such as the Italian “brainrot” trend, have entered everyday conversation.

According to YouTube insights, 68 percent of Gen Z in India now use expressions learned from digital videos. Seventy-seven percent watch content dubbed from other languages, and 76 percent turn to YouTube to understand what is trending or happening culturally.

For example, MrBeast’s aggressive localisation strategy proved transformative. His channel added over 47 million Indian subscribers, aided by seven multi-language audio tracks. The trend is mirrored across Indian content: trailers like “Coolie” are released simultaneously in Hindi, Tamil, Kannada, and Telugu, while Ashish Chanchlani’s horror series debuted in five dubbed versions.

According to the report, the creators who rely on visuals rather than dialogue are thriving. KL Bro Biju Rithvik from Kerala amassed more than 79 million subscribers with family-focused visual stories. International creators like the Korean collective Kimpro gained traction in India through sound-based challenges. When content is visually compelling, it becomes instantly global.

76% of Gen Z viewers in India use the platform to follow events and trends. From the renewed buzz around Sanam Teri Kasam and IPL 2025 to the global phenomenon of KPop Demon Hunters, creators translated these moments into horror satires, gaming recreations, commentary, and memes. The living room has become the main stage, and creators are the first responders to every trend.

The most significant shift is structural: creators are now entrepreneurs. Raj Shamani is scaling his Figuring Out podcast into a digital IP property, while Sejal Gaba is monetising audience trust through brand deals and retail integrations. AI tools such as Auto Dubbing, Edit with AI, and the Inspiration Tab are lowering production barriers and enabling multilingual reach. The formula is clear: Digital IP plus audience trust equals sustainable content entrepreneurship.

Global Trends Mirror India

YouTube’s influence is evident worldwide. In the U.S., MrBeast retained his top creator spot, joined by IShowSpeed, CoryxKenshin, and CaylusBlox. Viral phenomena such as Squid Game and KPop Demon Hunters expanded online through fan content and creator adaptations. The platform also shaped music trends, with tracks like ROSÉ and Bruno Mars’ APT. becoming the fastest KPop music video to reach one billion views. Podcasts like The Joe Rogan Experience and 48 Hours rounded out the top audio content.