Ranking among the most popular social media platforms worldwide, with nearly one 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


Number of YouTube users

1. India

476 million

2. United States

238 million

3. Brazil

147 million

4. Indonesia

139 million

5. Mexico

84.2 million

6. Japan

79.4 million

7. Pakistan

66.1 million

8. Germany

65.7 million

9. Vietnam

63 million

10. Philippines

58.1 million

Which of the following countries has the most YouTube users?

According to the latest data ranking YouTube users by country, India has the largest YouTube audience. 476 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 YouTube channel with the most subscribers 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 476 million YouTube users there represent just 32.2% of the total population

Second on the list ranking YouTube users by country is the United States, where there are 238 million active YouTube users. This makes up approximately 70.1% of the population. In other words, nearly three out of every four people in the US use YouTube. 

This is followed by Brazil, with 147 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 five is Mexico, home to 84.2 million active YouTube users. The five countries with the most YouTube users have a combined total of nearly 1.1 billion YouTube users.

Mexico is followed by two Asian countries, Japan and Pakistan, which have 79.4 million and 66.1 million YouTube users, respectively. Germany ranks seventh on the list sorting YouTube users by country. There are 65.7 million of them there. Vietnam and the Philippines complete the list, with 63 million and 58.1 million, respectively.

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 time and energy you should be investing in 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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