Thread by @anupampom

A thread about how internet revolution(3G/4G/Jio) have brought a significant cultural/regional shift in India. We will assess the cultural shift by you tube views (consumption) of Hindi and regional language songs and how they have changed over time.

In a recent visit to my hometown in bihar i found that Jio had changed the entire media consumption pattern.. Most of the youngsters were hooked on dubbed Telugu/Tamil movies and were avidly watching Bhojpuri songs. None of this was case when i visited my village 10 years back.

Even if you visit Delhi metro, you see dubbed movies playing all over the smartphones. To study this pattern i extracted top 50 viewed hindi and regional songs by every year from 2008-18 from youtube API. (55o songs/language)
Dataset is here..
drive.google.com/file/d/1onKCnf…

Few Insights- Many nursery /kids rhymes came up in top song list and had to be removed eg. Machli jal ki rani hai has 400 million views . Larger that top hindi songs. So if you want to be immortal , take a shortcut and compose a nursery rhyme/song.

Lets come to cumulative Views in million over 10 years we see.
1. Hindi songs have highest cumulative views (expected). Punjabi a close second.
2. Did you expect Bhojpuri songs to score higher than Telugu/Bengali/Marathi?

But cumulative views dont give an idea of trend. Here is a moving average. See
a) Howt op Punjabi songs are routinely beating hindi songs with 125 million+ views.
b) Look at surge of Bhojpuri songs post 4G revolution. (Demographic advantage+ new found prosperity)

c) Look at how Haryanvi songs suddenly jumped post 2014 with new stars like sapna chaudhary on the block.
d) Telugu songs have caught up. Tamil songs follow while Bengali/Marathi lag

3 clear factors -
A. Rise of cheap phablets around 2013,
B. 4G revolution(2012-14)+
C.JIo revolution
Jio in particular aided the momentum .

Haryanvi songs have fallen off the cliff (lack of movie ecosystem ) etc.
Lets see rise of movie views of films dubbed in hindi. Most of them are Telugu-Tamil movies with 50-75 M . views.
While people might baulk at migration from hindi heartland they are helping in integration

A thread on rise and rise of neo-bhojpuri songs here..

https://twitter.com/bhojpuriyaFC/status/1063058129112444928

Even google trend data concurs. We see a fall in web search of Songs when Jio free plan wa sgone, but people got addicted and it picted up

Cumulative views image here- Overall of past ten years

Since this thread is getting some love - Here is a link to a previous thread by me showing how Hindi song duration increased with time from 4 minutes to 5.5 minutes,Duets overtook solos.
All consequences of technology.

https://twitter.com/anupampom/status/1004934822421135360?s=20

"Jio" phenomenon has impacted the reach of bhojpuri music songs so much that they have a number of superhit songs on catchy "Jio SIM" phrase- cc @reliancejio .
Innuendo alert!...😀

https://twitter.com/bhojpuriyaFC/status/1063118544475484160?s=20

@reliancejio Let's see the Like/Dislike ratio - let's see the cumulative ratio first.
We see if we average all years out.Punjabi has the highest ratio,south Indian states(with superstar culture) follow..bhojpuri songs though popular have innuendos and have low Like Dislike ratio.

@reliancejio Let's see the moving trend..Hindi and Malayalam songs (low base rate helps )have a high ratio,bhojpuri songs had a late bump. But remain at bottom of curve.

@reliancejio The dichotomy in Bhojpuri songs being popular yet full off innuendo as seen in like dislike ratio where Harbhajan Singh tells us that Dhoni loves bhojpuri songs n dances to them but they are double meaning(Bollywood in mid 90s)

@reliancejio Let's look at median comments-
We see that they are in proportion to their views.

However on controlling for views in a linear model, difference is clearer.
Log(comments) ~median views and language in model.
Punjabis,Hindi song tend to comment higher but engagement lesser for bhojpuri,haryanvi n malyalam