Rise of Entertainment YouTubers in Pakistan: A Content Analysis of Selected Vloggers

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Within this vast digital landscape, entertainment vloggers have emerged as prominent figures, captivating audiences with their charismatic personalities, humour, and relatable content. The paper aims to delve into the YouTube realm and presents a comprehensive content analysis of three prominent Pakistani YouTube entertainment vloggers: Ducky Bhai, Maaz Safder World, and Sistrology. Utilising a qualitative approach, the study examines the content, performance, and aesthetics of the vloggers’ videos from December 2023, specifically focusing on the most-viewed ones. The aim is to understand the factors behind their success and popularity on YouTube, exploring their unique characteristics, appeal, and interaction with the audience. The analysis reveals that these vloggers primarily share personal experiences and aspects of their daily lives. Their content often includes humour, family interactions, and exciting travel adventures. They use a conversational style, predominantly in Urdu, with occasional English phrases and slang to connect with a broader audience. In terms of performance, all three vloggers display enthusiasm and curiosity, actively involving their audience and creating a sense of closeness. The authors underscore that central focus of these vloggers is entertainment rather than societal engagement, their substantial number of subscribers raises questions about the interests of the young audience and the potential impact of their content. Future research directions are proposed to explore the broader societal implications and the constructive utilisation of YouTube vloggers’ influence.