Forbes India, in partnership with GroupM, announced the Top 100 Digital Stars List for 2023, curated by The Goat Agency. In the list, one genre of content has stood out above all others: comedy.

Comedy is one of the most well-liked and rapidly growing content genres across India, making up about one-fifth of the Digital Stars List by occupying 16 spots.¬†What’s more, the top three are also from that category.

So, what makes “Comedy Content” so irresistible?

While the genre has always been popular, it’s true rise to fame in India occurred during lockdown, proving that laughter is indeed the world’s greatest medicine. They drew attention due to their ability to provoke lighthearted escapism during difficult times. Given the presence of drama and pressures in one’s individual life, comedy creators are able to align their content with the entertainment and infotainment value of social media, making them highly appealing for users.

Comedy influencers are also increasingly popular for brand collaborations, promotions and endorsements. The key reason for this is the ability of comedy influencers to work with brands across categories to create relatable and engaging content, according to Kunal Sawant, Business Head, Goat, GroupM India.

Here are India’s top three comedy content creators as per their ranks in the Top 100 Digital Stars List 2023.

Dharna Durga:

 

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Apoorva Mukhija aka the Rebel Kid:

Raj Grover:

 

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