Dhruv Rathee factor? How YouTubers ruined Modi-led BJP’s game in Lok Sabha elections 2024

Dhruv Rathee factor: In past elections, the BJP dominated social media, but in Lok Sabha elections 2024, YouTubers flipped the script, stealing the limelight from the saffron party and boosting the Congress-led INDIA’s influence.

These independent voices grabbed attention and even made headlines in global publications like The Economist.

With a whopping 476 million YouTube viewers in India, the impact was undeniable.


One standout YouTuber in this election was Dhruv Rathee, whose video "Modi: The Real Story" racked up an impressive 27 million views. Described as a "big new phenomenon" by media commentator Sevanti Ninan, YouTubers like Rathee have become the voice of reason, fact-checking, questioning, and providing crucial context in their informative and engaging storytelling style.

According to media commentator Madhavan Narayanan, these YouTubers have filled a void left by mainstream media, resonating with educated youths and the middle class. Their passion, informality, and knowledge-driven content have reshaped opinions and media consumption habits.

While national TV caters to a specific audience, there's an information gap that platforms like YouTube readily fill. With the rise of WhatsApp, Facebook, and various short video apps, individuals are finding their voices and garnering significant attention, says media commentator Vanita Kohli-Khandekar.

Politicians, too, have recognised the influence of YouTube channels in reaching voters directly, bypassing traditional media gatekeepers. As Ninan notes, there's a power shift happening, with individuals gaining more influence in the media landscape.

The impact of these digital platforms hasn't gone unnoticed by the government, leading to proposed regulations like the Broadcast Services (Regulation) Bill, aimed at bringing OTT channels under its purview.


Inputs from TOI