YouTube, jumping onto the bandwagon of Google and Spotify’s yearly round-up, too, released its wrap-up for 2025. YouTube noted that local, native language content has now been taken over by global crossovers and viral trends.

MrBeast speaking fluent Telugu, Raj Shamani bringing the world's biggest business minds into India’s conversational mainstream, global fans humming Sanju Rathod’s hit, KL BRO Biju Rithvik telling a whole story without a single word, while a surreal meme trend, Italian brainrot, is becoming a shared cultural shorthand across the globe. 

According to a SmithGeiger study conducted in India, 68% of surveyed Gen Z (online 14-24-year-olds) agree that they use language or slang they’ve picked up from videos or memes on the internet. The best example is the absurdist AI-generated character, Tung Tung Tung Sahur, which was a global meme, made local by creators. 

MrBeast, a well-known YouTuber, amassed more than 47 million subscribers from India as he used seven different audio tracks that were local. This showcased that 77% of Gen Z in India watched content or creators that have been translated from another language. 

Not just global content creators, even Indian creators like Ashish Chanchlani, who launched a new horror series, saw the potential of providing content in different languages; it was dubbed in five languages. Even Coolie’s trailer came in Tamil, Kannada, Hindi, and Telugu. 

YouTube also pointed out that when content is masterfully visual, it captures better attention.  KL BRO Biju Rithvik from Kerala built a staggering 79 Million+ subscriber community by sharing simple, visual, family adventures. The Korean collective 김프로KIMPRO found fame in India by using visual challenges set to sound effects.

76% of Gen Z in India turn to YouTube to find out more when something is happening in the world. 

From the re-release of Sanam Teri Kasam, the fervour of IPL 2025 and Asia Cup, and the global success of K-pop Demon Hunters, viewers logged on to YouTube. “From movie trailers to match analysis, gaming and music, the living room screen is the new main stage for culture. For these digital alchemists, no moment is too small,” YouTube said. 

YouTube stated that India's most successful creators are now entrepreneurs, following a new blueprint: Digital IP + Audience Trust = Contentpreneurship. Raj Shamani is building on his podcast, Figuring Out, as valuable digital IP, while Sejal Gaba converts her deep audience connection into real-world business wins via brand partnerships and shopping.

Here are the top topics, creators and songs that India searched 

TRENDING TOPICS (not ranked)

Squid Game

Saiyaara

Coolie

Kumbh Mela

Ipl2025

Sanam Teri Kasam

Tungtungtungsahur

Labubu

Asia Cup

Kpopdemonhunters

TOP CREATORS

MrBeast

Sejal Gaba

김프로KIMPRO 

Keshav Shashi Vlogs

Tera Trigun

Sirf Shreyansh

Zidaan Shahid Aly

KL BRO Biju Rithvik

Tech Master Shorts

Raj Shamani

TOP SONGS ON SHORTS

ATLXS - PASSO BEM SOLTO (Slowed)

Sanju Rathod, G-Spark - Shaky

Tanishk Bagchi, Faheem Abdullah, Arslan Nizami, Irshad Kamil - Saiyaara

Year Down, YUNG DSA - YEDA YUNG

D Hell - Mafia

TOP SONGS

Irshad Kamil, Arslan Nizami, Tanishk Bagchi, Faheem Abdullah - Saiyaara

Kalyan Keys, Singer Prabha, Ramu Rathod - RANU BOMBAI KI RANU

G-Spark, Sanju Rathod - Shaky

Parampara Thakur - Raanjhan

Sheenam Katholic, Mr Boota, Masoom Sharma, Aarohi Raghav, Kay D - Teri Ramjhol Bole Gi