Want global YouTube growth? The biggest markets don’t always deliver the biggest results. And in the age of algorithmic localization, AI dubbing, and global monetization, the winners aren’t the ones chasing the most users; they’re the ones picking the right ones.
Let’s unpack some YouTube market insights to see what that really means.
Top Countries by User Base
Here’s a snapshot from DataGlobeHub of leading nations by YouTube user count:
- India: ~ 476 million users
- United States: ~ 238 million users
- Brazil: ~ 147 million users
- Indonesia: ~ 139 million users
- Mexico: ~ 84.2 million users
- Japan: ~ 79.4 million users
- Pakistan: ~ 66.1 million users
- Germany: ~ 65.7 million users
- Vietnam: ~ 63.0 million users
- Philippines: ~ 58.1 million users
As we can see, India tops the charts with an estimated 476 million YouTube users in 2025.
That’s more than the population of the United States. Speaking of which, the U.S. still holds second place with 238 million.
Brazil sits close behind with 147 million. Indonesia isn’t far off with 139 million. And the rest of the top 10? Mexico, Japan, Germany, Vietnam, the Philippines, and Turkey all have over 50 million users each.
And all these markets behave differently. In the Philippines and Brazil, every view feels louder: more likes, more comments, more energy in the thread. In Japan and South Korea, fast internet means people stick around for longer videos.
So yes, India is huge. Yes, Brazil is booming. But the twist is… those aren’t always the smartest markets to bet on. The biggest markets are saturated, and competing there is costlier. That makes underserved regions fertile ground.
What About YouTube Audience Demographics?
YouTube’s core audience is young, but not just Gen Z. The largest slice is adults aged 25–34, followed by 18–24, together making up more than a third of all users.
Here is how it looks in the comparison:
→ Age groups:
- 18–24: 15.8 %
- 25–34: 21.7 % (largest group)
- 35–44: 18.5 %
- 45–54: 14.0 %
- 55–64: 9.9 %
- 65+: 9.5 %
→ Gender:
- Male: ~54.4 %
- Female: ~45.6 %
→ Device Use: Mobile still dominates, roughly 63 % of views come from mobile devices (remainder split among TV, desktop, tablet).
→ Localization footprint: YouTube’s interface is available in 109 countries/localizations.
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Beyond Views: Who Actually Engages
So, now we know the biggest numbers. But who comments, shows up live, and keeps coming back the most?
In Southeast Asia, especially Indonesia and the Philippines, comment threads explode (often double the global average). Latin America is the same story. Brazil and Mexico don’t just watch; they talk, and that feedback fuels the algorithm. Those are definitely the most active YouTube users by country.
Live streaming tells another story. In Japan and South Korea, gaming streams pack in crowds twice the size of U.S. averages. Across Asia, people spend nearly double the time on live content, and they’re leading the charge in live shopping.
North America is huge but slow, with 160 million live viewers growing at just two percent a year. And even smaller regions look promising: Africa’s live viewing time is up 22%, Oceania up 26% in a single year.
Then there’s stickiness. Germany and Poland may not comment like Brazil, but they watch longer and come back more often. For ad revenue and sponsorships, that loyalty is precious.
The bottom line: ten million active viewers in the right market beat twenty million passive ones somewhere else. Engagement is what keeps the algorithm (and your income) alive.
What the Surface Stats Don’t Show
Still, a lot of creators look at these numbers and think, “Let’s go where the crowd is.” But chasing sheer size is like fishing in an ocean where 100 million others are also casting lines. You might land something, but it’s going to take time, luck, and a serious bait budget.
Here’s the reality check:
→ #1. Competition in top markets is brutal. Creators with massive production teams, six-figure ad spends, and early algorithmic dominance are clogging up feeds.
→ #2. CPMs don’t correlate with size. India’s CPM is about $0.74, which means you’ll need a lot of views to earn modest revenue. Germany, on the other hand, sits closer to $9.79, with a fraction of the noise.
→ #3. Viewer habits matter more than headcounts. If your audience in Brazil watches 40% longer per session than in the U.S., that changes everything.
→ #4. And then there’s culture. A format that explodes in Mexico might fall flat in Japan simply because the visual pacing, humor, or storytelling cadence doesn’t translate.
So instead of asking, “Where are the most users?” the better question is:
Where is your content likely to win?
What Happens When You Choose Right
Let’s talk about AIR’s partner, Brave Wilderness. This channel had already conquered the English-speaking internet with over 21 million subs. When they partnered with us to expand globally, we developed a comprehensive localization strategy that included diverse-value markets.
In just 6 months, we built 9 fully localized channels:
- Spanish
- German
- French
- Polish
- Hungarian
- Italian
- Bulgarian
- Portuguese
- Romanian
And they were not just dubbed. Not just translated. But revoiced by actors who captured the exact charisma of Coyote Peterson. Localized thumbnails. Custom metadata. The whole thing tuned for each regional algorithm.
→ The result? 27.2 million new views. Over 130,000 new subscribers. In six months. That’s not a side hustle. That’s market domination by design.
And they weren’t alone.
One of our partners, a kids’ channel, dubbed into Indonesian. Today, they’ve racked up over 6.8 billion views in that one market.
Another, Vania Mania, became a top YouTube Kids channel in Germany.
In Bulgaria, Amelka Karamelka BG cracked 168 million views in a language most creators would overlook.
→ The lesson? You don’t need to speak to everyone. You just need to speak to the right someone (in their language, in their rhythm, and on their terms).
Testing the Waters Before You Dive
Not every market is an obvious fit. And going full pro with human dubbing, promo packages, and localization strategy isn’t cheap. But you don’t have to guess.
There’s a smarter way.
Start with YouTube’s own tools. Flip on auto-dubbing. Yes, we’ve all heard the complaints… robotic voices, awkward translations. But that’s not the point. You’re not using it to impress. You’re using it to measure. Let it run for a few weeks. Check the analytics. Where are people watching longer? Which regions are actually showing up in your top geographies?
Then, combine that with translated metadata and subtitles. You’d be shocked at how far localized titles and descriptions go in triggering recommendations in new markets. Once you see traction, then you go all in.
This is exactly how channels are landing multi-million-view wins in markets like Serbia, Hungary, and Ukraine, all of which have CPMs between $1.50 and $5.00. Not the highest. But when competition is low and loyalty is high, the margin more than makes up for the volume.
Need help in choosing the right market from experts who manage 3,000+ channels? Contact us at AIR Media-Tech. We will help you target international viewers in the most promising markets in your niche based on our extensive data and experience.
Why It All Matters (Especially in 2025)
Because YouTube wants you to go global.
They’re not shy about it. In 2025 alone, we’ve seen more support for translations than ever before: native dubbing tools, auto-generated captions, AI-powered idea suggestions based on regional engagement, and premium incentives for multilingual content. Creators using YouTube’s AI tools (from dubbing and Dream Screen to auto-metadata) are scaling faster than their peers.
But! YouTube’s cracking down on lazy, mass-produced AI spam. If you're churning out machine-generated content with no voice, no creativity, and no connection, you’re not just getting ignored. You’re getting demonetized.
Which brings us full circle.
Growth today is more about going deep. Into the right markets, with the right tone, and the right plan. Blend tech with taste, automation with authenticity. Test smart. Localize well.
You’ve already made content worth watching. Now it’s time to make it worth translating.
Ready to Find Your Global Audience?
We help creators test, localize, and expand. From auto-dub experiments to movie-level dubs and full channel rollout, we handle it all.
At AIR, our model is 80 % human + 20 % AI, combining scale with emotional resonance.
What we provide:
- Market testing with auto-dubbing and subtitles
- Professional voiceovers matched to your niche
- Metadata and thumbnail localization for SEO
- Full multi-language channel management
Let’s talk about where your content should go next.
