YouTube launches ‘Hype’ in India to boost emerging creators

YouTube rolled out its new feature, Hype, in India as part of a broader rollout across 20 global markets, including Indonesia, Mexico, and several EU countries. Initially piloted in late 2024 in Brazil, Taiwan, and Turkey, Hype is aimed at helping emerging creators gain visibility through a community-driven approach to content discovery.

Designed for creators with fewer than 500,000 subscribers, the feature allows viewers to “hype” newly uploaded long-form videos within seven days of their release. Each user is given three free hypes per week to endorse content they find engaging. These hype points contribute to a weekly leaderboard that highlights the top 100 hyped videos in each country, and may also result in special badges or increased visibility within the platform.

To further support smaller channels, creators with lower subscriber counts receive bonus hype points, helping them compete more effectively with more established content creators. While hype points do not affect YouTube’s search rankings or recommendation algorithms, they offer a new way for viewers to influence discovery based on direct feedback and engagement.

The feature also includes a monetary incentive for creators whose videos gain momentum via Hype, offering an additional reward for content that resonates with audiences. YouTube has signaled plans to evolve the feature over time, with potential additions such as paid hype options and enhanced tools for mobile creator management.