As 2022 draws to a close, YouTube has unveiled its list of Top 10 Creators in Singapore that have shaped the year. This list spotlights and recognises creators whose local fan base has grown considerably in the past year. In Singapore, over 60 channels have over one million subscribers, an increase of more than 20% year-on-year.
Local channel, Overkill Singapore, helmed by Ryan Tan, claimed the second spot with a myriad of lifestyle content varying from local food reviews, interior design, vlogs and animated Shorts. Food-lovers also tuned in to Singapore’s well-loved foodie, Aiken Chia while Outcasts Singapore rose to secure a spot as appreciation for vernacular variety show-like content grows.
Ben King, managing director, Google Singapore said, “YouTube’s annual top lists shines a light on the powerful connection and impact that videos have in our lives. In Singapore, more than four million people turn to YouTube to stay entertained and informed, chalking up an average of 75 minutes of daily watch time across their favourite content. This has motivated our homegrown creators to connect with audiences through different topics and multi formats including short-form content, bringing Singaporeans together to share their love for heartfelt stories, music, food and gaming, among others.”
YouTube’s trending list bring together music, trends, memes and characters from the past twelve months featuring YouTube stars and mainstream personalities in Singapore.
Top 10 Creators in Singapore
The leading creator in this list is @MrBeast. He currently has 114 million subscribers and 19 billion views, seen by MARKETING-INTERACTIVE. He also has four other channels: Beast Philanthropy (10.7 million subscribers), MrBeast Gaming (29.7 million subscribers), Beast Reacts (20.4 million subscribers) and MrBeast 2 (17 million subscribers). His main YouTube channel started in February 2012.
The runner-up is OverKill Singapore (@overkillsingapore) with 51,900 subscribers. It currently has over three million views on its channel. It started its channel in November 2021. In the channel’s description, it says “Join the team’s shenanigans with our boss, Ryan Tan, as we go around filming anything and everything with overpriced equipment.”
Ranking third in the list is Steven He, also known as @StevenHe. He is a Chinese-Irish actor and comedy sketch creator who currently has 6.33 million subscribers and has 671 million views on his channel. He joined YouTube in March 2019. He also has two other accounts: Steven He Live (389,000 subscribers) and Steven He Shorts (1.63 million subscribers).
Zhong (@zhong) is also one of the YouTubers in the list who currently has 20.6 million subscribers and over 12 billion views on his channel. He started his channel in January 2015.
Aiken Chia who was once part of Night Owl Cinematic and Food King now has his own channel on YouTube. His YouTube handle is @AikenChiaMing. He currently has 47,100 subscribers and over one million views on his channel. His account dates back to September 2006. He started his channel to show fans more of the real him beyond what fans have seen.
Airrack (@airrack), another creator on the list, currently has 10.7 million subscribers and over one billion views on his channel. The account dates back to January 2015. He also has another account named Also Airrack which has 126,000 subscribers.
NichLmao (@NichLmao123) has 18.8 million subscribers on YouTube and currently has over 10 billion views on his channel. His channel started in September 2018. He also has three other channels: NichLmao Gaming (124,000 subscribers), Nich Reacts (2.09 million subscribers) and Nich (379,000 subscribers).
Ryan Trahan (@ryan) makes the list with 11.1 million subscribers and has over one billion views. He joined YouTube in October 2013. He also has two other channels: ryan trahan (876,000 subscribers) and ryan lol (36,300 subscribers).
YouTube channel 怪咖 Outcasts (@outcastssg) has over 40,000 subscribers and over three million views. The channel was created January 2022.
The last one that makes the list is tzuyang (@tzuyang6145). The channel has 7.41 million subscribers and over one billion views. The channel was created in November 2018.
Singaporeans are also on the lookout for more local perspectives
Hyperlocal perspectives, as well as authentic and heartfelt accounts by homegrown creators dominated half of the Top Trending YouTube Videos this year – demonstrating the continued love and taste for Singaporean-made content.
Taking the top spot is a first-of-its-kind documentary about prison life in Singapore by CNA as Singaporeans got an exclusive glimpse into life behind bars in Changi Prison and closely followed the gripping accounts of six inmates.
Strong support for local content also extended to this year’s list of Top Music Videos. The National Day Parade (NDP) theme song for 2022, Stronger Together, surpassed songs by international artists such as Charlie Puth, Jay Chou and BIGBANGto claim the third spot on this year’s list of music videos. Composed by local singer-songwriter Don Richmond and performed by singer-songwriter Taufik Batisah, the song is a rallying call for Singaporeans to come together, emerging from trials and tribulations especially post-pandemic challenges, to become #StrongerTogether.
The Hallyu Wave proves that it is riding stronger than ever in Singapore with K-pop dominating almost half of Top Music Videos by the likes of BLACKPINK, PSY and BIGBANG.
On an advertising front, YouTube's ad revenue underperformed, sliding 2% to US$7.0 billion for the third quarter of 2022 ended 30 September compared to US$7.2 billion the previous year. Google Network revenue also dipped 2% to US$7.87 billion from US$7.99 billion a year earlier.
YouTube ad revenue falls short as Alphabet battles ad spend pullback
Nielsen incorporates YouTube measurement for 3 markets in SEA
YouTube to share 45% of Shorts revenue with creators
Summit Media expands YouTube advertising solutions through partnership with Bent Pixels Asia
Start PR and YouTubers join hands to launch marketing agency and channel