A village near Chhattisgarh’s Raipur, home to 4,000 people, where thousands of residents are YouTubers, has earned the epithet “YouTube capital of the country".
Residents in this village are actively involved in creating and uploading content on YouTube or are engaged in work related to the platform. Their earnings have significantly impacted the local economy, transforming the village’s financial landscape.
Tulsi village in Chhattisgarh was recently featured in a BBC World report, which emphasised the transformative influence of YouTube on its residents. The report showcased how men and women, irrespective of age, engage with the platform throughout the day, illustrating how deeply ingrained YouTube has become in their daily lives.
Some residents have established their own production sets, while others rely solely on mobile phones and tripods. Every location within this village serves as a potential backdrop for various YouTube programmes. This phenomenon has led to the village gaining recognition as India’s “YouTube village".
The BBC report highlights the transformative impact of YouTube revenue on the local economy. Beyond financial gains, the platform has emerged as a catalyst for social equality and change. Numerous residents have cultivated successful YouTube channels with substantial subscriber bases, providing them with an alternative income stream.
According to estimates, about 250 million people use the YouTube platform every month in India, and it has become a significant opportunity in the country. In Tulsi, the lives of some residents now revolve around online videos.
“It is keeping children away from bad habits and crime," Netram Yadav, 49, a farmer from Tulsi village, told the BBC. “These content creators have made everyone in the village proud of their achievements and work," he added.
The YouTube revolution in Tulsi village began in 2018 when Jai Verma and his friend Gyanendra Shukla launched a YouTube channel called Being Chhattisgarhia. “We were not satisfied with our routine lives and wanted to do something that would bring out our creativity," Verma told BBC.
Their third video, which focused on a young couple being harassed by Bajrang Dal members on Valentine’s Day, went viral. The mix of comedy and social commentary was loved by people.
The duo rapidly gained thousands of followers in just a few months. This figure has since grown to over 125,000 subscribers, amassing a combined total of over 260 million views. As their earnings increased, their families’ initial concerns about their dedication to social media were alleviated. At that time, they were earning over Rs 30,000 per month. Subsequently, both decided to quit their jobs to focus solely on their YouTube careers.
The success of Verma and Shukla soon inspired other Tulsi village residents. Their team expanded to include trained actors, video editors, and scriptwriters, with everyone receiving payment for their contributions. Some villagers started their own channels, while others joined existing YouTube channel teams.
In 2023, the state government established a state-of-the-art studio in the village. YouTube emerged as a viable livelihood for hundreds of young people in Tulsi. Of all the social media stars who rose to prominence during the YouTube craze in Tulsi village, none have surpassed the success of 27-year-old Pinky Sahu.
Undeterred by criticism, Sahu began posting dance videos on Instagram Reels and YouTube Shorts. Her content quickly gained popularity, propelling her to success. Her newfound fame led to opportunities in the Chhattisgarh regional film industry, and she has since appeared in seven films. Similarly, many other villagers also secured acting roles in regional cinema.
ouTube has significantly impacted the perception and treatment of women in the village. The report states that by providing a platform for diverse voices, it has elevated their status and fostered a greater understanding of the importance of respect and equality for women, both within households and society at large.
Many women in the village are now running their own YouTube channels. The COVID-19 pandemic saw a surge in content creators. This growth has enabled some individuals to establish businesses, leveraging their YouTube subscribers and audience as their initial customer base.
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