ISLAMABAD – Pakistan’s YouTube industry is growing rapidly, now attracting more than 50 million users. The platform is reshaping how people in a country of nearly 250 million consume news, entertainment, religion, and politics. Many viewers are moving from cable television to online streaming, making YouTube a dominant media force.
Once considered a fringe platform, YouTube now rivals, and in some cases surpasses, traditional television in reach and revenue. Its influence was highlighted by the case of Ducky Bhai, a popular independent creator. Detained over alleged promotion of betting apps, he later posted a video accusing officials of abuse, which gained over 15 million views and triggered widespread public discussion. This demonstrates YouTube’s unmatched ability to reach audiences quickly.
Google data shows that Pakistan has more than 95,000 YouTube channels with over 10,000 subscribers. About 13,000 channels exceed 100,000 subscribers, while over 1,000 have crossed one million. Many major TV broadcasters now earn up to a quarter of their revenue from YouTube, while independent creators dominate audience attention.
Popular content spans comedy, cricket, podcasts, religion, food, fashion, and wildlife. Channels that focus on consistent, emotionally engaging content perform better than those relying solely on viral hits. The rise of smart TVs has also strengthened YouTube’s position, turning it into a cable alternative in many homes. Long-form videos, including high-budget challenge content inspired by creators like MrBeast, are increasingly popular among local YouTubers.
Despite the growth, YouTube in Pakistan faces challenges. The platform was blocked multiple times between 2008 and 2016, and censorship still targets political and critical content. Periodic bans and arrests show how fragile digital media freedom can be.
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The rise of YouTube has democratized media, created new careers, and expanded entertainment options for Pakistanis. Its continued growth, however, will depend on the space authorities allow for digital freedom and creative expression.
