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In India, popular culture is gradually expanding beyond the three religions of Bollywood, Cricket, and Politics. Social networking, affordable data, and industrialization all contributed to India's pop culture frenzy. Everyone has embraced the massive tsunami that is western popular culture, including young people, adolescents, adults, and even the elderly. However, this frequently overshadows Indian popular culture. India's pop culture is evolving into one that is more interesting, avant-garde, and unconventional. Indians are now served a plethora of content spread across several media outlets such as streaming web series, films, stand-up comedy, vlogs, and many more, as opposed to Ekta Kapoor TV series being one of the few media content you could consume few years back. Numerous people now have access to a platform where they can share their talents and make a living by pursuing their passions, thanks to YouTube. As far as content creators in India or of Indian descent are concerned, I observe the emergence of two types: those who stick to a tried-and-true formula and use the Indian context to appeal to the country's general populace, and those who develop themes and skits by utilising Indian culture and its nuances. Viewers turned to YouTube to learn new skills, hone new passions, find content to share with friends and family, and foster a sense of community. The creators, on the contrary, are committed to Create with Care and have continued to impress and inspire us all with their artistry. In this research study, I want to analyse how YouTube is a constant travel companion for millions of people who are navigating the transforming landscape of the present, as even more Indians are discovering the significance of video as a gateway to the world. This study is crucial because it must look at how the imagination and creativity of our ecosystem may improve the lives of millions of Indians even in trying circumstances. Some of the most well-known creators in recent years have developed new and inventive formats of storytelling that cover topics like family and friendships, language proficiency, motivation as well as grooming content and social messages. They have done this by going beyond the conventional methods of editing videos to music and transitions. It's time to investigate the content and creators that helped YouTube become embedded in India's popular culture with millions of subscribers and viewers.

YouTube, Popular Culture, Content Creation, India, YouTuber, Sociocultural, Vlogger