"When it comes to cooking shows in the Internet age, no platform has been as big for creators and chefs alike as YouTube. TikTok and Instagram might be the place to go for short-form clips, but YouTube offers viewers something more, and something deeper, with longer videos that both showcase food and demonstrate how it's made from start to finish."
"Aja Kitchen What does it take to earn almost 30 million subscribers on YouTube? Just ask Aja Kitchen, a YouTube channel that was created in 2021 and has grown to extraordinary proportions. With 29.6 million subscribers as of January 2026, Aja Kitchen has become one of the biggest channels on the entire platform, and it's done so by posting almost entirely wordless videos using an ASMR style to demonstrate traditional Indian dishes, both sides and mains."
YouTube’s long-form format provides deeper, educational cooking content that both showcases finished dishes and demonstrates step-by-step preparation. Short-form platforms like TikTok and Instagram focus on clips, while YouTube attracts novices and professional chefs seeking technique and inspiration. Channels combine cinematic watchability with instructional clarity to generate massive viewership and subscriber counts. Examples include Binging with Babish and Tasty for concise yet informative videos, Aja Kitchen and Village Cooking Channel for cultural and village-style cuisine, and celebrity chefs such as Gordon Ramsay using vlogs to reach large audiences. Aja Kitchen’s wordless ASMR videos highlight traditional Indian recipes and have amassed tens of millions of subscribers.
Read at Yahoo Life
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