Top 10 YouTube creators in Singapore that audiences love

YouTube has released its Top Creators list to highlight emerging creators who have seen exceptional growth in their number of subscribers based in Singapore. The list sees a mix of local and international creators. According to YouTube, over 450 channels in Singapore have over 100,000 subscribers, an increase of over 35% year-on-year. While international creators continue to dominate as the top three creators in Singapore, local creators did not fall far behind either.

Topping the list once again this year is American YouTuber Mr Beast, who helped viewers live vicariously through his expensive and astounding stunts and challenges, followed by fitness enthusiast Kim Jong Kook and Dhar Mann, who puts people's characters to the test. Following closely behind are local creators Sneaky Sushii, a channel which holds conversation on various social issues, and Stacked Homes, which features different types of flats and architecture in various estates. Local creator Kelvin Learns Investing, who breaks down money-related topics like investing, credit cards, and saving plans, also made it to the list at seventh place.

Here are the top 10 creators in Singapore:

1. Mr Beast
2. 김종국 GYM JONG KOOK
3. Dhar Mann
4. Sneaky Sushii
5. Stacked Homes
6. Dream
7. Kelvin Learns Investing
8. mrnigelng
9. Spice N' Pans
10. TommyInnit

In addition, four creators from the top 10 creator list also made it onto the top 10 breakout creators list, which celebrates creators whose subscriber count increased more than three times within the last year. Among them, Stacked Homes and Kelvin Learns Investing came in second and third place respectively, while Kim Jong Kook clinched first place.

Here are the top 10 breakout creators in Singapore:

1. 김종국 GYM JONG KOOK
2. Stacked Homes
3. Kelvin Learns Investing
4. Beluga
5. Made With Lau
6. 美食彩味 VS 明玥美食 Magic Food
7. Mr. Hong Kitchen阿鸿厨 房
8. About To Eat
9. 小Lin说
10. The Daily Ketchup Podcast

With the launch of YouTube Shorts in Singapore earlier this year, the top shorts creators list also unveiled, with content centred on impersonations and perspectives, food and oral hygiene making the list. American YouTuber Nick DiGiovanni came in first with his his recipes, followed by Zhong with his series of short sitcoms. Meanwhile, Jeenie.Weenie and Ian Boggs came in third and fourth respectively with their hilarious impressions.

Here are the top 10 shorts creators in Singapore:

1. Nick DiGiovanni
2. Zhong
3. Kelvin Learns Investing
4. Jeenie.Weenie
5. Daniel LaBelle
6. Made With Lau
7. Lisa Nguyen
8. SeanDoesMagic
9. Milad Mirg
10. Dental Digest

What Singaporeans are watching

According to YouTube, educational and feel-good content came out on top in Singapore. Additionally, six out of ten of this year’s top trending videos are locally-created content, which signals a strong preference by local audiences for videos on topics that are closer to home.

The most-viewed video on the platform comes as no surprise - Xiaxue's exclusive interview with Night Owl Cinematics (NOC) co-founder and CEO Sylvia Chan. The interview, which was almost two hours long, was the first time Chan broke her silence, since several allegations and supposed eveidence against her were released online by Instagram account sgcickenrice.

In second place is Prime Minister Lee Hsien Loong's full speech from May this year, which was when PM Lee and the COVID-19 taskforce first announced that the country had to scale back on its reopening plans and imposed stricter regulations under Phase 2 (Heightened Alert).

Before the entire NOC debacle began, viewers were intrigued to view Chan's home, a Peranakan shophouse with a hint of modern. Sheng Siong's CEO and director Lim Hock Leng also joined the spotlight as viewers were curious to know just how the Singapore-based billionaire lives.

Netflix's South Korean show Squid Game was one of the highly raved about titles this year. As fans could not get enough of the show, user-created content of the show rose in popularity as well.

Stories that tugged on emotional heartstrings also rose in popularity in Singapore, with a burn victim's retelling of her story and America's Got Talent contestant heartfelt performance made it to the top 10.

Malaysia YouTuber mrnigelng also retains his popularity in Singapore; this time as he steps away from his post behind the screen to cook egg fried rice for a Michelin star chef.

In September this year, YouTube CEO Susan Wojcicki said that its platform is beneficial to adolescent mental health in an interview with Bloomberg. Wojcicki said the platform sees a lot of creators actually talk about mental health and as such, "destigmatises" the topic for younger individuals and spurs people to talk about what is happening with them. She added that YouTube works with a panel of experts to understand the various ways that its product could be used and how it can become a valuable resource for challenging issues such as body positivity and mental health. When asked about the potential long-term impact of YouTube on teens and children, Wojcicki explained that the company is doing what it can to be responsible with kids in "every way possible", including providing parents with the flexibility to limit screen time and what content their children have access to. She also emphasised on the importance for the platform to "give the tools back to parents for them to decide what is best for them and their family".

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