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Pop culture by numbers

Maheen Sabeeh

January 5, 2025

What we search for and listen to on music-based platforms is not the same as what we consume on video-based platforms.

he difference between a platform like Spotify and Google is simple: the former is strictly dedicated to audio content, while the latter allows users to search for anything, including how to find a polling station, a local recipe, or a cricket match. A case in point is the data provided by Google, which tells us what Pakistanis searched for and viewed on YouTube. It paints a very different picture compared to the data provided by other platforms like Spotify. For instance, Spotify’s top three local artists (Umair, Talha Anjum, and Atif Aslam), streamed within the country, were not the most searched names on Google—and so on it goes.

What is worth remembering is that this data comes after the Pakistani government’s announcement of a possible ban on virtual private network (VPNs), followed by absurdly slow internet speeds and consistent “Big Brother” moves. So, did these appalling suggestions make users fearful and hold them back while using Google’s search engine and the video-streaming site YouTube? That is a larger question that should haunt everyone, including platforms officially operating in the country. But for now, here’s a look at what Pakistanis searched for and viewed in the past year.

Searching map

Pakistan’s digital landscape in 2024—at least among those who used Google— centered around four subjects: sports, entertainment, food, and technology. If we break it down further, in sports, the nation was most interested, as always, in cricket. ICC T20 World Cup, Pakistan Super League (PSL) 2024 schedules and matchups, and queries about star players like Shoaib Malik and Sajid Khan had the country engaged. Pakistan was also intrigued by javelin thrower Arshad Nadeem, who won the gold medal in the men’s javelin throw event at the 2024 Paris Olympics. Search trends demonstrated how his victory elevated him from obscurity to the status of a national hero. Searches for notable figures included media personalities Sana Javed and Zoya Nasir, Indian business tycoon Mukesh Ambani, and social media figures Hareem Shah and Minahil Malik.

As for entertainment, the enduring appeal of Pakistani dramas was evident, with productions like Ishq Murshid and Kabhi Main Kabhi Tum making the list. Bollywood also made an impression in 2024 with films like Animal, Dunki, Bhool Bhulaiyaa 3 and Stree 2. Further searches for Indian content included the reality show Bigg Boss and Mirzapur Season 3.

Pakistan’s love for food should not be underestimated. In 2024, the nation used Google to search for a wide range of recipes, from international and local culinary delights such as banana bread, creamy pasta, malpura, and tawa kaleji. Quick recipes searched for included garlic bread and egg noodles, along with seasonal drinks like peach iced tea.

Technology, vast as it is, also had Pakistan engaged. Within the scope of this broad

subject, many areas can capture individual interest. However, with artificial intelligence (AI) dominating tech conversations globally and being the subject of documentaries and blockbuster films like Tom Cruise’s Mission Impossible series (to name just one), it isn’t surprising that Pakistanis were fascinated by AI tools like ChatGPT, Gemini, and Remaker AI. Other tech-based searches related to various AI tools and smartphones, with brands such as Infinix, Redmi, Vivo, and Apple capturing attention.

Reflecting on Pakistan’s digital landscape, Farhan Qureshi, Google’s Country Director for Pakistan, stated: “2024’s Year in Search reveals a Pakistan that is both deeply rooted in its traditions and eagerly embracing the possibilities of the digital age. From the cricket pitch to the kitchen, from the silver screen to the search bar, Pakistanis are using Google to explore their passions, connect with their culture, and shape their future. AI has been integral to reimagining what Search can do, and we’re looking forward to expanding our capabilities to help Pakistanis discover more of the web and the world around them.”

Varied content

If rappers and electronic records dominated Spotify, the same cannot be said for YouTube, where users can listen to songs and watch their videos – irrespective of their origin. YouTube announced its year-end data list, dividing it into three categories: Top Trending Videos, Top Music Videos, and Top Creators. It is, by far, the most surprising list.

Before sharing the complete list, Farhan Qureshi, Google’s Country Director for Pakistan, commented on the variety of content consumed, “Pakistani creators are captivating the world. With over 65% of watch time on Pakistani content coming from viewers outside the country, these creators are proving their ability to speak to a global audience. Looking ahead, we’re excited about the possibilities of AI to take their content creation to the next level, and build stronger connections with viewers. With their talent and passion, I’m looking forward to the future of digital entertainment shaped by our creators.”

Year-end list for cricket

1) T20 World Cup

2) Pakistan vs England

3) Pakistan vs Bangladesh

4) Pakistan vs Australia

5) Pakistan vs India

6) PSL 2024 Schedule

7) Pakistan vs USA

8) India vs England

9) India vs South Africa

10) India vs England

Year-end list for people

1) Abbas Attar

2) Etel Adnan

3) Arshad Nadeem

4) Sana Javed

5) Sajid Khan

6) Shoaib Malik

7) Hareem Shah

8) Minahil Malik

9) Zoya Nasir

10) Mukesh Ambani

Year-end list for movies and drama serials

1) Heeramandi

2) 12th Fail

3) Animal

4) Mirzapur (season 3)

5) Stree 2

6) Ishq Murshid

7) Bhool Bhulaiyaa 3

8) Dunki

9) Bigg Boss 17

10) Kabhi Main Kabhi Tum

Top Creators

1) Rajab’s Family

2) Anaya Eshaal Family

3) Arshad Reels

4) UR · Cristiano

5) Ducky Bhai

6) Sistrology

7) Chota Ali vlogs

8) Dr Imtiaz Ahmad

9) Shirazi village vlogs

10) Fatima Faisal

Year-end list for recipes

1) Banana bread

2) Malpura

3) Garlic bread

4) Chocolate chip cookie

5) Tawa kaleji

6) Peach iced tea

7) Creamy pasta

8) Pizza

9) Egg noodle

10) Hash brown

Year-end list for how to

1) How to check polling station

2) How to make millions before grandma dies

3) How to buy a used car

4) How to make flowers last longer

5) How to download YouTube videos in PC

6) How to earn without investment

7) How to teach my four-year-old to share

8) How to get a grass stain out of jeans

9) ‑How to start working out again after
knee injury

10) How to watch World Cup live

Year-end list for tech

1) ChatGPT login

2) Bing Image Creator

3) Infinix Note 30

4) Vivo Y100

5) Gemini

6) Infinix Hot 50 Pro

7) Redmi Note 13

8) iPhone 16 Pro Max

9) Infinix Note 40

10) Remaker AI

Pop culture by numbers

Pop culture by numbers

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