“We saw Bhojpuri and Punjabi feature on our Hits of 2021 playlist in a significant way, along with Haryanvi, Telugu, Tamil and Kannada. Growing consumer preference for local language content has led to big breakout successes for regional and non-Hindi artists on YouTube. “To better connect with viewers, many of the non-film songs released last year were also accompanied by music videos with distinct storylines featuring popular movie actors," he said. In 2021, top music videos largely comprised non-movie hits by music labels such as Zee Music, Aditya Music and Saregama Music, followed by VYRL Originals and DM - Desi Melodies, said Pawan Agarwal, director of music partnerships at YouTube.
The company has proactively amplified music in Punjabi, Bhojpuri, Gujarati, Haryanvi, Telugu, Tamil, Bengali, and other languages, with the regional subset ensuring more than 50% of all the content within the category, Mehra said. It also launched The-Live In with Javed Akhtar and Mohit Chauhan, a rock song about live-in relationships.
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