Which Country Watches the Most YouTube? [Updated Jan 2024] (2024)

Ranking among the most popular social media platforms worldwide, with nearly 1 billion users in 2024, YouTube’s effectiveness as a marketing platform is not to be questioned.

However, how much you should prioritize YouTube for your business depends on various factors, including the number of YouTube users in your target market.

Here’s a look at which country watches the most YouTube in terms of user count.

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YouTube users by country: 2024 ranking

According to the latest data ranking YouTube users by country, India has the largest YouTube audience. 462 million people there are active users of the video-sharing platform, and popular genres include comedy, music, vlogs, gaming, and cooking. It’s also noteworthy to mention that the most subscribed to YouTube channel is T-Series, an Indian music record label and film production company.

Despite the high number of YouTube users in India, the platform’s penetration remains relatively low. Statistics show that the 462 million YouTube users there represent just 32.8% of the total population.

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Second on the list ranking YouTube users by country is the United States, where there are 239 million active YouTube users. This makes up approximately 72.5% of the population. In other words, nearly three out of every four people in the US use YouTube.

This is followed by Brazil, with 144 million YouTube users. Fourth on the list ranking YouTube users by country is Indonesia. There are 139 million YouTube users there. Incidentally, Indonesia is also the country with one of the highest usages of social media. Consumers there spend an average of three hours and 11 minutes a day on social media.

Rounding out the top is Mexico, home to 83.1 million active YouTube users. The five countries with the most YouTube users have a combined total of nearly 1.1 billion YouTube users.

Here are numbers six to 10 on the list ranking YouTube users by country:

6. Japan: 78.6 million
7. Pakistan: 71.7 million
8. Germany: 67.8 million
9. Vietnam: 63 million
10. Turkey: 58.1 million

Of these 10 nations on the list ranking YouTube users by country, more than half are located in Asia. The remaining are spread across North America, South America, and Europe.

While knowing which country watches the most YouTube allows you to better understand how much you should be investing on the platform, this is just the first step. If you really want to succeed at YouTube marketing, you’ll need to take a closer look at your YouTube analytics.

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Want to learn more?

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