The phenomenon that is reaction videos on YouTube, and in India

Last year was a breakthrough moment for one content genre — reaction videos.

The Covid-19 pandemic lured several users — with the time and inclination to enter the creator economy — into its no-script format and minimal production requirements. And India emerged as the hub of this content explosion.

Reason — the sheer number of creators it added to the content universe, and for making several international creators — from Chile to Nigeria and Australia to Pakistan — veer towards Indian content for their reaction videos.