“Why the lyric video for “Arabic Kuthu” hasn’t charted remains a mystery. In fact, a video is five times more likely to be removed from the India chart than the Global chart. But it seems to be happening more in India than anywhere else in the world. This, of course, happens for a number of reasons, the most common being videos being taken down for copyright violations. The other particularity is videos randomly disappearing from the chart the following week. That wasn’t the only thing I asked Google about. Like, for instance, the Telugu version of “Mehabooba” from the movie KGF2 whose streams on both regional-language label Lahari Music’s channel and T-Series’ Telugu sub-channel are counted separately and charted at different positions for a few weeks. In fact, it’s okay with the exact same video being published on two different channels appearing twice on the Top Music Videos chart. Especially because YouTube allows multiple video versions of the same song to chart separately on its Top Music Videos rankings. Why the lyric video for “Arabic Kuthu” hasn’t charted remains a mystery. Only the Hindi version of “Srivalli”, another hit from Pushpa, beats it at almost half a billion. It has been watched more than the Hindi version of “Saami Saami” from the Telugu blockbuster Pushpa: The Rise (420+ million) and the Bhojpuri Indian regional-language hit “Le Le Aayi Coca Cola” (260+ million). The lyric video, in fact, has almost as many views as the other clips to have topped the Music Videos survey in India this year. The track that debuted was its official music video, currently on 240+ million plays, as opposed to its more popular lyric video, which has been streamed over 465+ million times, and has yet to dent the survey. Representatives of the company did not reply to multiple emails I sent.īut even when “Arabic Kuthu” eventually made it to the Top Music Videos chart, the problem wasn’t entirely fixed. The alert seemed to have come from my email, rather than Sun TV, who does not appear to be bothered by the non-recognition of its soundtrack’s achievements on YouTube’s charts. “When this does occur in any part of the world, we quickly address it and will include the video in the review for applicable charts of the following week.” miss content that should be included or content mistakenly included). With more than 500 hours of content uploaded to YouTube every minute across the world, there may be rare instances where a video for a song may be classified incorrectly (i.e. “Our charts are built on both algorithm-driven classification engines and human reviewers. “YouTube hosts a lot of non-music content and needs ways to filter that content off the music chart if said content is non-music,” said a Google spokesperson in response to the questionnaire sent by Music Business Worldwide. I subsequently emailed Google’s press team in India in early June, and while I received a fairly generic response, later that week “Arabic Kuthu” – nearly four months after its release – finally entered the YouTube India Top Music Videos. When I noticed this in February, I asked around, and was told by some industry experts that the likeliest explanation was that because the video is published on the channel of a film production company, Sun TV (the makers of Beast) YouTube’s chart tracking system did not pick it up. But despite racking up more than 400 million views on YouTube since hitting the service in Q1, it was conspicuous by its absence on their Top Music Videos chart for India. The tune went viral and reached the top five of most audio-streaming services’ all-genre charts, including the Spotify India Top 200, Apple Music India Daily Top 100, and local DSP Wynk Music’s Top 100. Their biggest miss so far seems to be the lyric video “ Arabic Kuthu” from the Tamil-language movie Beast. “We do our best to corral quite literally all music content, even if it’s from a small label.” “We rely on music labels and artists to claim things and help us with sound recordings,” Clark said at the time. But there are other challenges that have proved harder to surmount – such as making sure all music videos are accounted for while tallying up the charts, and, somewhat unusually, that they aren’t subsequently removed from the platform. So far, YouTube has been relatively successful in covering India’s varied consumer base.
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