Virtual treat for food enthusiasts

CREATING WAVES

Believe it or not but cooking videos are very popular on the internet especially on YouTube.

 In India, it’s amongst the top five most watched categories. While Indian food lovers are increasingly turning to the video channels for ideas, local professional chefs and amateur cooks are also embracing YouTube as content creators.

Homemakers are now able to earn through the power of the internet – celebrity chefs are connecting with their target audience through video channels. 

Gautam Anand, director of content and operations, YouTube Asia-Pacific says, “Food and cooking videos are thriving on YouTube, with cooking content being amongst the top 10 most watched categories on YouTube globally. In India, it’s amongst the top five most watched categories, and we’ve observed a 40 per cent year-over-year growth in viewership for food and cooking videos on YouTube.”

While Indian food lovers are increasingly tuning in to the platform for ideas, local professional chefs and amateur cooks are also embracing it as content creators. “We are excited that Indian cooks across the board are building global viewership on our platform and we hope that the success of these creators will inspire many more Indians to use YouTube as their stage for sharing Indian food globally,” says Anand. 

Videos related to food are attracting global audience. Interestingly, language is no barrier for viewers as there has been a fast growth of regional Indian language content too. Users are increasingly turning to the internet for ideas, inspiration and tips on cooking techniques. 

Sharing her experience Nisha Madhulika, one of the YouTube Top Chefs, says, “My passion for cooking led me to start my food and cooking website in 2007, and with the help of my son and husband I started my YouTube channel in 2011. By doing what I love, I have now created an identity for myself, and my viewers tell me that I am an inspiration for many homemakers in India. I feel so fortunate that I am able to live my passion and contribute to the community.”

Cooking is amongst the top five content categories in India. Amongst the top food cuisines searched, North Indian dishes rank at the top followed by South Indian dishes, Chinese and Italian. Amongst the top five recipes most searched are-- chicken curries, Biryani, paneer curries, cakes and pizza recipes. More so, the top searched dessert recipes are – cakes, halwa, rasgulla, gulab jamun and ice cream. Likewise in snacks dhokla, samosa, poha, cutlets and pakoras top the list of searches.