Tulsi: The Indian village transformed by YouTube’s influence

In Tulsi, a village located in central India, social media, particularly YouTube, has sparked a profound economic and social transformation. The village serves as a small-scale example of the broader impact YouTube has had on the world.

On a muggy September morning, as villagers head to the fields, 32-year-old YouTuber Jai Varma requests the participation of a group of women for his latest video.

They gather around him, adjusting their sarees and exchanging a few words and smiles. Varma directs the scene, placing an elderly woman in a plastic chair, asking another to touch her feet, and instructing a third to serve water, staging a rural festival scene for his audience spread across cities and countries far away.

The women, familiar with such tasks, gladly participate. After the shot, they return to their farm work.

Not far from Varma's shoot, another group sets up their own video production. A mobile phone is raised to capture 26-year-old Rajesh Diwar performing an animated hip-hop routine, moving with the confidence and style of an experienced performer.

Tulsi resembles many other Indian villages. Located in the central state of Chhattisgarh, the village is characterized by one-story houses, partially paved roads, and a water storage tank overseeing the area. Concrete-bases of banyan trees serve as gathering spots.

However, what sets Tulsi apart is its reputation as "YouTube Village" in India.

With a population of around 4,000 people, more than 1,000 of Tulsi’s residents are said to work with YouTube in some capacity. It’s not uncommon to find individuals who have appeared in one of the many videos filmed in the area.

The financial benefits from YouTube have significantly impacted the local economy, and the platform has become a catalyst for social change, promoting equality.

Many of the residents who have built successful YouTube channels and discovered new income streams include women who previously had limited opportunities for advancement in the rural community.

Under the banyan trees, discussions now revolve around technology and the internet.

As YouTube celebrates its 20th anniversary in February 2025, the platform boasts approximately 2.5 billion users per month, with India being one of its largest markets.

Over the years, YouTube has not only revolutionized the web but also transformed the way people create and consume culture.

Tulsi village stands as a microcosm of YouTube's impact on the world, where the lives of some individuals are fully shaped by their online video content.

The rise of YouTube content creators in the village has also had a positive effect on the younger generation.

Many locals acknowledge that the platform has provided an alternative to negative habits and crime, and they take pride in what these creators have accomplished and how they have elevated the village’s reputation.