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Rise Of The Planet Of Youtubers: Youtube Culture And The Lack Of It In India

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By Riya Rana: 

YouTube, a well known name worldwide, is notably the best video sharing site ever. Any video imaginable is on this site, from a range of ‘how to’(s) to live sports matches. It was started back in 2005, by a bunch of former PayPal employees and since then it has grown to become huge —gargantuan to be exact. Over 4 billion videos are viewed a day and the number of unique visitors on YouTube each month is around 800 million. It is also the third most watched site after Facebook and Google. YouTube has helped bridge the gap between providing quality entertainment and education to its users so conveniently at no cost. It hosts music videos, full length movies, college lectures, political rants, comic videos, TV shows, video blogs, beauty and fashion, news, animation, pets and animals videos and so on.


Directly or indirectly, YouTube has helped in creating careers for many. A little boy uploads videos of him singing and playing the guitar, which soon get well-known. Luckily he is discovered by a talent scout. And in a year he has released his first album, and gained millions of ‘Beliebers’. Yes, this is the story of Justin Beiber. In another incident, a homeless man is filmed speaking by a driver passing by, who noticed him carrying a board proclaiming to have a ‘golden voice’. The video soon becomes viral and he receives many job offers and eventually authors a novel. This man is Ted Williams. He even has a Wikipedia page dedicated to him.

Since most of the videos are user generated, there are a plethora of channels, whose owners have created a loyal fan base. These are many who make money off YouTube by regularly uploading home-made videos, intensely popular among the youth. Majority of these video bloggers (informally called YouTubers) didn’t start with the aim of monetary benefit; it was a side effect. YouTube became a platform for them to interact with their audience. Many of them post comedy videos, rants, parodies, vlogs about their lives, gaming videos- It’s like a video ecosystem. Names such as Smosh, Nigahiga, and JennaMarbles would strike a chord with many; each of them has over 7 million subscribers and a billion views. A lot of YouTubers feature in each other’s videos and maintain healthy relationships. There is also an annual conference dedicated to celebrating online video culture, called VidCon- “the world’s premier gathering of people who make online video”.

In India, this culture is highly non-existent, even though YouTube is extremely popular. In an online research conducted by Google, it was found that 72% users were below 35. Last year, Google added more than 19,000 full episodes of almost 300 programmes in six different languages, including Gujarati, Hindi, Tamil, Punjabi, Telugu, and Bengali. A search for YouTube stars form India revealed hardly 2 names- Wilbur Sarganaraj and Shradhha Sharma. TheViralFeverVideos is slowly gaining recognition, for posting funny satirical videos. But other than that the scene is pretty bare. Top YouTube channels in India are simply those of media corporations like T-Series, SET India, YRF (Yash Raj Films) having over a million subscribers. Video blogging doesn’t seem to be a trend here. One wonders why we haven’t been able to tap the potential.

Is it because of a reluctance to share their lives/opinions online at the risk of losing anonymity? A country where freedom of expression is nearly zero- 2 girls land up in jail, one for updating a Facebook status and the other for liking it, a comic artist gets arrested for showing the parliament in a bad light, websites were blocked by DoT cause they had articles defaming a certain celebrity (which were true by the way) – it is hard to stand up to such intolerance and narrow-mindedness shown by people.

Or is it because of the bad internet speed? India’s average speed is a low 0.9 mbps, putting India in the 114th position on the basis of average internet speeds. Shockingly over 27% internet users have speed less than 256 kbps.

Also, are we still stuck in the era of watching saans bahu dramas and mindless Bollywood movies? Is any novice type of entertainment simply not our cup of tea?

Whatever might be the reason, it would have been enlightening to watch the creative talent of our nation show on YouTube; fulfilling to the curiosity of observing the lives (and stories) of a rich variety of Indians, through their own eyes. I hope we catch up soon.

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An ambassador and trained facilitator under Eco Femme (a social enterprise working towards menstrual health in south India), Sanjina is also an active member of the MHM Collective- India and Menstrual Health Alliance- India. She has conducted Menstrual Health sessions in multiple government schools adopted by Rotary District 3240 as part of their WinS project in rural Bengal. She has also delivered training of trainers on SRHR, gender, sexuality and Menstruation for Tomorrow’s Foundation, Vikramshila Education Resource Society, Nirdhan trust and Micro Finance, Tollygunj Women In Need, Paint It Red in Kolkata.

Now as an MH Fellow with YKA, she’s expanding her impressive scope of work further by launching a campaign to facilitate the process of ensuring better menstrual health and SRH services for women residing in correctional homes in West Bengal. The campaign will entail an independent study to take stalk of the present conditions of MHM in correctional homes across the state and use its findings to build public support and political will to take the necessary action.

Saurabh has been associated with YKA as a user and has consistently been writing on the issue MHM and its intersectionality with other issues in the society. Now as an MHM Fellow with YKA, he’s launched the Right to Period campaign, which aims to ensure proper execution of MHM guidelines in Delhi’s schools.

The long-term aim of the campaign is to develop an open culture where menstruation is not treated as a taboo. The campaign also seeks to hold the schools accountable for their responsibilities as an important component in the implementation of MHM policies by making adequate sanitation infrastructure and knowledge of MHM available in school premises.

Read more about his campaign.

Harshita is a psychologist and works to support people with mental health issues, particularly adolescents who are survivors of violence. Associated with the Azadi Foundation in UP, Harshita became an MHM Fellow with YKA, with the aim of promoting better menstrual health.

Her campaign #MeriMarzi aims to promote menstrual health and wellness, hygiene and facilities for female sex workers in UP. She says, “Knowledge about natural body processes is a very basic human right. And for individuals whose occupation is providing sexual services, it becomes even more important.”

Meri Marzi aims to ensure sensitised, non-discriminatory health workers for the needs of female sex workers in the Suraksha Clinics under the UPSACS (Uttar Pradesh State AIDS Control Society) program by creating more dialogues and garnering public support for the cause of sex workers’ menstrual rights. The campaign will also ensure interventions with sex workers to clear misconceptions around overall hygiene management to ensure that results flow both ways.

Read more about her campaign.

MH Fellow Sabna comes with significant experience working with a range of development issues. A co-founder of Project Sakhi Saheli, which aims to combat period poverty and break menstrual taboos, Sabna has, in the past, worked on the issue of menstruation in urban slums of Delhi with women and adolescent girls. She and her team also released MenstraBook, with menstrastories and organised Menstra Tlk in the Delhi School of Social Work to create more conversations on menstruation.

With YKA MHM Fellow Vineet, Sabna launched Menstratalk, a campaign that aims to put an end to period poverty and smash menstrual taboos in society. As a start, the campaign aims to begin conversations on menstrual health with five hundred adolescents and youth in Delhi through offline platforms, and through this community mobilise support to create Period Friendly Institutions out of educational institutes in the city.

Read more about her campaign. 

A student from Delhi School of Social work, Vineet is a part of Project Sakhi Saheli, an initiative by the students of Delhi school of Social Work to create awareness on Menstrual Health and combat Period Poverty. Along with MHM Action Fellow Sabna, Vineet launched Menstratalk, a campaign that aims to put an end to period poverty and smash menstrual taboos in society.

As a start, the campaign aims to begin conversations on menstrual health with five hundred adolescents and youth in Delhi through offline platforms, and through this community mobilise support to create Period Friendly Institutions out of educational institutes in the city.

Find out more about the campaign here.

A native of Bhagalpur district – Bihar, Shalini Jha believes in equal rights for all genders and wants to work for a gender-equal and just society. In the past she’s had a year-long association as a community leader with Haiyya: Organise for Action’s Health Over Stigma campaign. She’s pursuing a Master’s in Literature with Ambedkar University, Delhi and as an MHM Fellow with YKA, recently launched ‘Project अल्हड़ (Alharh)’.

She says, “Bihar is ranked the lowest in India’s SDG Index 2019 for India. Hygienic and comfortable menstruation is a basic human right and sustainable development cannot be ensured if menstruators are deprived of their basic rights.” Project अल्हड़ (Alharh) aims to create a robust sensitised community in Bhagalpur to collectively spread awareness, break the taboo, debunk myths and initiate fearless conversations around menstruation. The campaign aims to reach at least 6000 adolescent girls from government and private schools in Baghalpur district in 2020.

Read more about the campaign here.

A psychologist and co-founder of a mental health NGO called Customize Cognition, Ritika forayed into the space of menstrual health and hygiene, sexual and reproductive healthcare and rights and gender equality as an MHM Fellow with YKA. She says, “The experience of working on MHM/SRHR and gender equality has been an enriching and eye-opening experience. I have learned what’s beneath the surface of the issue, be it awareness, lack of resources or disregard for trans men, who also menstruate.”

The Transmen-ses campaign aims to tackle the issue of silence and disregard for trans men’s menstruation needs, by mobilising gender sensitive health professionals and gender neutral restrooms in Lucknow.

Read more about the campaign here.

A Computer Science engineer by education, Nitisha started her career in the corporate sector, before realising she wanted to work in the development and social justice space. Since then, she has worked with Teach For India and Care India and is from the founding batch of Indian School of Development Management (ISDM), a one of its kind organisation creating leaders for the development sector through its experiential learning post graduate program.

As a Youth Ki Awaaz Menstrual Health Fellow, Nitisha has started Let’s Talk Period, a campaign to mobilise young people to switch to sustainable period products. She says, “80 lakh women in Delhi use non-biodegradable sanitary products, generate 3000 tonnes of menstrual waste, that takes 500-800 years to decompose; which in turn contributes to the health issues of all menstruators, increased burden of waste management on the city and harmful living environment for all citizens.

Let’s Talk Period aims to change this by

Find out more about her campaign here.

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A former Assistant Secretary with the Ministry of Women and Child Development in West Bengal for three months, Lakshmi Bhavya has been championing the cause of menstrual hygiene in her district. By associating herself with the Lalana Campaign, a holistic menstrual hygiene awareness campaign which is conducted by the Anahat NGO, Lakshmi has been slowly breaking taboos when it comes to periods and menstrual hygiene.

A Gender Rights Activist working with the tribal and marginalized communities in india, Srilekha is a PhD scholar working on understanding body and sexuality among tribal girls, to fill the gaps in research around indigenous women and their stories. Srilekha has worked extensively at the grassroots level with community based organisations, through several advocacy initiatives around Gender, Mental Health, Menstrual Hygiene and Sexual and Reproductive Health Rights (SRHR) for the indigenous in Jharkhand, over the last 6 years.

Srilekha has also contributed to sustainable livelihood projects and legal aid programs for survivors of sex trafficking. She has been conducting research based programs on maternal health, mental health, gender based violence, sex and sexuality. Her interest lies in conducting workshops for young people on life skills, feminism, gender and sexuality, trauma, resilience and interpersonal relationships.

A Guwahati-based college student pursuing her Masters in Tata Institute of Social Sciences, Bidisha started the #BleedwithDignity campaign on the technology platform, demanding that the Government of Assam install
biodegradable sanitary pad vending machines in all government schools across the state. Her petition on has already gathered support from over 90000 people and continues to grow.

Bidisha was selected in’s flagship program ‘She Creates Change’ having run successful online advocacy
campaigns, which were widely recognised. Through the #BleedwithDignity campaign; she organised and celebrated World Menstrual Hygiene Day, 2019 in Guwahati, Assam by hosting a wall mural by collaborating with local organisations. The initiative was widely covered by national and local media, and the mural was later inaugurated by the event’s chief guest Commissioner of Guwahati Municipal Corporation (GMC) Debeswar Malakar, IAS.

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