YouTube Rolls Out 'Hype' Feature in India for Emerging Creators
- YouTube rolls out 'Hype' in India and 38 other countries to help smaller creators (500–500,000 subscribers) gain visibility.
- Viewers can 'hype' videos within 7 days of release; points boost videos on a country-specific Top 100 leaderboard, with bonus points for smaller channels.
- Creators get analytics and fan engagement insights; fans earn 'Hype Star' badges, promoting active community support.
YouTube has officially launched its innovative 'Hype' feature in 39 countries, including India, offering a new way for smaller creators to gain visibility on the platform. Targeting channels with 500 to 500,000 subscribers, the feature allows viewers to actively promote their favourite videos, helping emerging creators break through the platform’s algorithm and reach wider audiences.
First introduced in beta last year in Brazil, Taiwan, and Turkey, Hype has already seen notable success. Over 5 million hypes were cast across more than 50,000 channels within just four weeks, demonstrating the feature’s potential to amplify smaller channels. With the global rollout, creators and fans in major markets such as the US, UK, Japan, Korea, Indonesia, and India can now leverage this tool.
The Hype feature gives fans the ability to 'hype' long-form videos within the first seven days of release. Each user receives three free hypes per week, and each hype awards points to the video, pushing it up a country-specific Top 100 leaderboard accessible via the Explore tab. YouTube’s algorithm also provides bonus points to creators with fewer subscribers, ensuring smaller channels have a fair chance to gain traction.
In India, one of YouTube’s most vibrant creator ecosystems, the feature is expected to be a game-changer. The country’s creators span diverse languages, genres, and regions, yet often struggle to reach new viewers due to a highly competitive algorithm. “Smaller creators, even those with loyal fanbases, often struggle to reach new audiences”, YouTube stated. “Hype is designed to help bridge that gap”. The announcement, made on July 15, 2025, has already generated excitement among creators in niches such as cooking, gaming, music, and beauty.
The Hype button is placed directly below eligible videos, allowing viewers to show support with a single tap. Hyped videos may also earn 'fan-favorite' badges, boosting credibility and engagement. YouTube Studio now includes detailed analytics for creators, showing hype points and weekly performance to help track audience response. Fans who consistently hype videos can earn a monthly 'Hype Star' badge, encouraging active participation.
YouTube plans to expand Hype further with category-specific leaderboards for niches like gaming and style, and options for fans to share hyped videos directly. Paid hype models are also being tested in Brazil and Turkey as a potential revenue source for creators. This move aligns with YouTube’s broader strategy to support creators alongside other updates like AI-powered dubbing, digital gifting in live streams, and the Inspiration Tab for content ideas.
Hype is poised to give smaller Indian creators a meaningful boost, helping them gain recognition and grow their audiences in a competitive digital landscape.
