Nalini Unagar, the Indian YouTuber behind the “Nalini's Kitchen Recipe” channel, quit YouTube after three years of unsuccessful attempts.
In a series of posts on X, Unagar revealed that she had invested Rs 8 lakh in her channel but did not get any financial returns. “I'm selling all my kitchen accessories and studio equipment because my YouTube career failed,” she wrote. “I invested roughly Rs 8 lakh in building a kitchen, buying studio equipment and doing promotional work. Coming back? ₹0.”
Over three years, Unagar created 250 videos and amassed 2,450 subscribers. Despite her efforts, she struggled with YouTube's algorithm, which she claimed favors certain creators and types of content.
“YouTube gave me nothing. The platform feels biased without acknowledging others despite hard work,” she said.
How to make money on YouTube?
YouTube's earning potential depends on various factors:
Ad revenue
- YouTube pays Indian creators Rs 53.46 per 1,000 views.
- For 1 million views, a creator can earn around Rs 53,460.
- Some niches offer higher prices:
- Technical Reviews: ₹75-₹375 per 1,000 views.
- Beauty & Fashion: ₹60-₹262.50 per 1,000 views.
- Gaming: ₹37.50-₹300 per 1,000 views.
Audience demographics
Views from countries like US or UK earn more than views from India.
engagement
High likes, comments, and shares can boost a video's earnings.
Additional sources of income
Affiliate marketing, sponsored content, merchandise sales, and channel memberships are common ways creators supplement ad revenue.
Top earners
Big names like Buvan Bam and Amit Bhadana earn between Rs 11.6 lakh to Rs 1.7 crore monthly, while an average Indian composer earns Rs 4.17 lakh annually.
Cost of running a YouTube channel
Starting a YouTube channel can be inexpensive, but scaling up often requires a significant investment.
Basic setup
- A smartphone with a good camera and basic editing tools.
- Estimated cost: ₹15,000-₹20,000.
Professional setting
- Camera: DSLR or mirrorless camera for better video quality.
- Microphone: Essential for clear audio.
- Lighting: Enhances video aesthetics.
- Editing software: Tools like Adobe Premiere Pro or Final Cut Pro.
- Computer: A high-performance computer or laptop for editing.
- Total Estimated Cost: 50,000 to several lakhs.
Additional costs
- Marketing and Promotions.
- Props or custom kits for specific content.
- Travel expenses for places like travel vlogging.
- Unagar's investment of Rs 8 lakh included professional kitchen setup, studio equipment and promotional expenses – none of which led to sustainable revenue.
Monetization Challenges
Making money on YouTube is not guaranteed. To join the YouTube Partner Program, creators must have at least 1,000 subscribers and 4,000 watch hours in the past year. However, sites with low views, inconsistent content or limited ad rates can hinder earnings.
Unagar's experience also highlights the dangers of relying solely on YouTube as a career. “Your store could be closed before you even wake up the next day,” she said, referring to the platform's unpredictable algorithms.
How does one travel 'biased'?
To succeed on YouTube, creators must prioritize producing high-quality, engaging content that provides value to their audience while remaining relevant and timely. Strong titles, accurate thumbnails, and optimized metadata, such as keyword-rich descriptions and appropriate hashtags, improve searchability and recommendations. Viewer engagement is key, so asking questions, responding to comments, and using features like cards and end screens can increase interaction.
Experimenting with different types of content, from YouTube shorts to over-the-top playlists, helps appeal to audiences and the platform's algorithm. Consistency is essential – maintain a regular upload schedule and test posting times for maximum impact. Creators should use social media and collaboration to reach a wider audience while using YouTube Analytics to refine their strategies based on performance metrics and audience behavior.
Staying abreast of YouTube's policies and features through official channels and creator communities ensures adaptability in an ever-evolving ecosystem.