Autumn is officially over, and now November’s YouTube leaderboard is here to round out the season’s final insights into the video strategies of some of the world’s top creators. In November, the top YouTube channels pulled in roughly 11.2 billion views across the ten leading positions. Four of these channels also maintained their same positions from October, and three of them had those exact same spots back in September, too! These are just a few more of the accomplishments we saw on November’s YouTube leaderboard across the 100 most-viewed channels and creators:
- The top three channels saw at least 1 billion views each, with the top performer garnering over 2.4 billion views alone.
- The top four channels all maintained their same ranks from October.
- The highest average 30-day engagement rate (ER30) of the top ten channels hit 3.1x, while the highest ER30 of the top 100 publishers hitting an impressive 6.8x!
- The best 30-day average (V30) from the top ten channels was a whopping 48.8 million, which also happened to be the best overall V30 across the top 100 channels.
- Out of all 100 creators, three of them increased rankings by at least 100 positions, with +340 being the highest jump in ranking across these creators.
Top YouTube Channels November 2018
For those who follow these leaderboards religiously, a lot of familiar names tend to appear in the top ten. Just like in October, for example, we saw the children’s programming channel Cocomelon sticking around its #2 spot with almost 2 billion views and the highest V30 of November’s top 100 creators at 48.8 million (this shouldn’t be a surprise, considering children tend to watch lots of YouTube videos, and many times repeatedly). We also saw in this month’s top ten the WWE, whose wrestling-based videos engage people around the world to the point where the channel earned a 1.5x ER30. But the most interesting thing to happen last month on the YouTube chart was the increasing presence of Indian-based channels and creators across not just the top ten, but also the top 100!
YouTube Is India’s Favorite Digital Video Stomping Ground
Online video industry veterans know how popular YouTube has been in India for few years now. At Google’s March 2018 Brandcast event, YouTube revealed it had 225 million active monthly users in India, which accounted for 80% of the country’s internet users. Additionally, YouTube said its viewership in India grew 1.8x over the last two years, and noted that the country’s users are more engaged than other parts of the world (65% subscribe to channels, and 7 out of 10 watch ads with sound on, for example).
It’s little surprise then, that we consistently see Indian-based channels and creators take center stage on our monthly YouTube leaderboards. November was no different, and in fact, at least 16 different creators across the top 100 not only hailed from India, but also maintained or improved their rankings over October. This doesn’t even count the multiple other channels present on the leaderboard based in this country. At the very top of the board, we of course have T-Series with more than 2.4 billion total views and the long-time claim to the title of most-watched YouTube channel in the world. It’s still working to catch up to PewDiePie as the most-subscribed channel of all time, but clearly having fewer subscribers than the Swedish gamer isn’t hurting T-Series’ viewership!
Along with T-Series, we saw three other India-based channels claim envied positions in the top ten in November. SET India, the Sony Entertainment Television branch in that country, is a familiar face to our monthly YouTube leaderboard and landed at #3 in November thanks to nearly 1.4 billion views. Hindi entertainment brand Zee TV was close behind at #4 with 931 million total views, and SAB TV (a Sony Pictures Entertainment property) jumped six positions to place seventh in November thanks to more than 759 million total views. As for the India-based channel with the biggest rank change in November, that honor goes to Goldmines, a Hindi movies channel with a +31 position increase to land for the first time in the top 100 at #92!
Top YouTube Channels Boast International Appeal
A quick glance across the top YouTube channels of November reveals another interesting trend: the large — and growing — presence of international brands. Beyond those channels based in India, we saw many hailing from Spanish-speaking countries, as well as Thailand, Brazil, and South Korea. Additionally, a few channels based in the United States (which predominantly seem to distribute children’s entertainment) use languages other than English as their primary form of verbal communication. Family GamesTV, for example, is based in the U.S. but creates its videos in Turkish.
International channels also claimed some of the most impressive stats from November’s YouTube leaderboard. Take Mexico’s digital-first Badabun entertainment network as an example; it landed at #9 after jumping 12 whole spots and boasted this month’s highest ER30 at 3.1x, three times the regular baseline engagement rate! UK-based channel Queen saw the biggest position change last month at +340, likely due to the release of the Freddie Mercury/Queen-based film Bohemian Rhapsody on November 2. Australia’s SR Toys Collection also saw a large increase in viewership and therefore ranking, jumping 164 spots to land at #62.
We could go on, but you get the picture by now. The international presence on November’s YouTube chart is huge, and we only expect it to get bigger in 2019. The more brands around the world begin to discover their respective audiences on YouTube, the platform’s top creators and channels could very well populate the monthly leaderboards with an exciting international flair.
Tubular Video Ratings
You’ll notice some exclusive data in this month’s chart as we include Tubular Video Ratings, a unique group of online video metrics that set the standard for measurement of views and engagements across videos and publishers. They include a simplified first 30-day engagement rating (ER30) and first 30-day views (V30), and more information can be found here.
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