Singapore’s YouTube scene is a vibrant hub of creativity, featuring diverse content across comedy, lifestyle, food, tech, and finance. From engaging skits to insightful reviews, local creators captivate audiences with relatable and high-quality videos. This guide explores Singapore’s top YouTube channels, their unique content styles, and what makes them so successful.
Key Takeaways
- Singapore’s diverse and evolving YouTube landscape spans comedy, lifestyle, food, tech, finance, and travel, with creators constantly innovating to stay relevant.
- Popular YouTube channels drive high engagement through relatability, attracting audiences with locally relatable humour, personal storytelling, and culturally relevant content.
- YouTube creators have an impact on branding and influence, playing a key role in shaping trends, influencing consumer choices, and driving digital media growth in Singapore.
Overview of Top YouTube Channels in Singapore
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YouTube is the most widely used video platform in Singapore, with 5.16 million active YouTube users. Singapore’s YouTube landscape is a dynamic mix of content creators spanning various niches, reflecting the country’s diverse interests. Prominent local YouTubers such as JianHao Tan and Naomi Neo dominate the scene with lifestyle vlogs, comedic skits, and personal storytelling.
The rise of digital media companies like Wah!Banana and Night Owl Cinematics (NOC) has further shaped the industry, producing high-quality, relatable content that resonates with Singaporeans.
Beyond entertainment, tech reviewers like Zermatt Neo (known for food challenges) and Superadrianme cater to niche audiences, while beauty and fashion creators like Mongabong offer makeup tutorials and styling tips. Educational and finance-focused channels such as The Woke Salaryman also provide valuable insights into career and personal finance.
With a growing appetite for locally relevant and globally appealing content, Singapore’s YouTube scene continues to evolve, driven by creators who blend creativity with authenticity, attracting audiences both regionally and worldwide.
Popular Content Styles Used by Top YouTube Channels in Singapore
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Singapore’s top YouTube channels adopt a variety of content styles to engage audiences, combining relatability, humour, and high production quality.
- Comedic Skits and Social Experiments: One of the most popular formats is comedic skits and social experiments, seen in channels like Wah!Banana and JianHao Tan. These creators use exaggerated yet familiar Singaporean scenarios, playing on local culture, Singlish, and everyday interactions to entertain viewers.
- Lifestyle and Vlogging Content: Another widely embraced style is lifestyle and vlogging content, where Singapore influencers like Naomi Neo and Mongabong document their daily lives, travel adventures, and personal experiences. This genre thrives on authenticity, with creators often sharing personal struggles, milestones, and behind-the-scenes glimpses into their routines.
- Food Challenges and Mukbangs: Food challenges and mukbangs are also a major trend, with creators such as Zermatt Neo gaining traction for extreme eating challenges and hawker food reviews. This trend taps into Singaporeans’ love for food, which makes sense considering that 60% of Singaporeans discovered new food products and restaurants through YouTube and other popular social media platforms, according to a 2023 survey.
- Tech and Gadget Reviews: Similarly, tech and gadget reviews, led by channels like Superadrianme and HardwareZone, provide insights into the latest innovations, catering to the country’s highly digital-savvy audience.
- Educational and Finance Content: Meanwhile, educational and finance content has gained popularity, with channels like The Woke Salaryman using storytelling and animation to simplify complex financial topics. These videos appeal to young professionals looking for career advice, budgeting tips, and investment guidance. No wonder then that more than 51% of Singaporean adults rely on social media platforms like YouTube, Facebook, Instagram, and TikTok for financial advice.
As Singapore’s YouTube landscape continues to evolve, creators are constantly experimenting with new formats, from reaction videos to interactive Q&A sessions, ensuring their content remains engaging, relevant, and highly shareable.
Benefits of Subscribing to Top YouTube Channels in Singapore
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Subscribing to Singapore’s popular YouTube channels offers a range of benefits, from entertainment to educational value. Comedy channels like JianHao Tan and Wah!Banana provide light-hearted skits that resonate with everyday Singaporean experiences, offering a fun escape from daily stress.
Lifestyle and fashion creators such as Naomi Neo and Mongabong share valuable insights on beauty, wellness, and personal development, keeping viewers updated on the latest trends.
For food lovers, channels like Zermatt Neo explore Singapore’s diverse culinary scene, introducing hidden gems and must-try hawker dishes. Meanwhile, tech and gadget reviewers like Superadrianme provide in-depth analyses of the latest products, helping consumers make informed purchasing decisions.
Finance-focused channels like The Woke Salaryman offer practical money management tips, empowering viewers with financial literacy. By subscribing, audiences gain access to fresh, locally relevant content tailored to their interests, ensuring they stay entertained, informed, and engaged with the latest trends in Singapore.
Top YouTube Channels in Singapore
Singapore’s YouTube scene is home to a diverse range of creators producing engaging, high-quality content across various niches. From comedy and food reviews to lifestyle vlogs and tech insights, these top YouTube channels offer something for everyone. Here’s a look at some of the best Singaporean YouTube creators you should be following.
Top YouTube Channels – Comedy and Entertainment
JianHao Tan
| Category | Comedy and Entertainment |
| Number of subscribers | 7.7 million subscribers |
| Number of views | 3.72 billion views |
| Content niche | Comedic skits based on school life and everyday Singaporean experiences |
- With a massive following, JianHao Tan is Singapore’s most popular YouTuber. He is known for his “Class T1T5” comedy skits about school life.
- He is the CEO of Titan Digital Media, a creative agency that produces digital marketing campaigns and nurtures upcoming content creators.
- In addition to comedy, he creates vlogs, collaborations, and personal updates while also managing business ventures like Titan Gamers and other entrepreneurial projects.
Wah!Banana
| Category | Comedy and Entertainment |
| Number of subscribers | 1.4 million subscribers |
| Number of views | 510.88 million views |
| Content niche | Humorous videos reflecting Singaporean culture and relatable scenarios |
- Wah!Banana is a popular Singaporean YouTube channel known for its comedic skits and social experiments that highlight relatable aspects of local culture.
- The channel was launched in 2012 and has since become one of Singapore’s most well-known digital content brands.
- Its videos often feature a diverse cast and cover topics like relationships, office culture, and everyday Singaporean experiences, blending humour with social commentary.
Night Owl Cinematics (NOC)
| Category | Comedy and Entertainment |
| Number of subscribers | 902K subscribers |
| Content niche | Engaging lifestyle, comedy, and food-related content |
- Night Owl Cinematics (NOC) is a Singaporean YouTube channel known for its comedy sketches, lifestyle content, and food-related videos.
- The channel was co-founded by Ryan Tan and Sylvia Chan in 2013 and gained popularity for its high-production-value videos and relatable local humour.
- NOC has expanded beyond YouTube into digital marketing services, influencer management, and branded content creation, collaborating with major brands in Singapore.
Top YouTube Channels – Food and Mukbang
Zermatt Neo
| Category | Food and Mukbang |
| Number of subscribers | 1.8 million subscribers |
| Number of views | 555.92 million views |
| Content niche | Food challenges and eating competitions |
- Zermatt Neo is a Singaporean competitive eater and food content creator known for his extreme eating challenges and mukbang videos.
- His YouTube channel features him taking on massive food portions, often at local hawker stalls and restaurants.
- He showcases Singapore’s diverse food scene while pushing his eating limits, attracting both food lovers and challenge enthusiasts.
Miss Tam Chiak
| Category | Food and Mukbang |
| Number of subscribers | 183K subscribers |
| Number of views | 7.51 million views |
| Content niche | Reviews on local hawker and restaurant food |
- Miss Tam Chiak is a Singaporean food YouTube channel known for its hawker food reviews, restaurant features, and culinary explorations.
- The channel is run by Maureen Ow, a food blogger-turned-content creator who highlights both heritage eats and modern dining spots.
- Her videos showcase authentic local flavours, hidden gems, and chef interviews, making it a go-to platform for food enthusiasts in Singapore.
Eatbook
| Category | Food and Mukbang |
| Number of subscribers | 166K subscribers |
| Number of views | 106.75 million views |
| Content niche | Part of TheSmartLocal, offering food reviews and recommendations |
- Eatbook is a Singaporean food YouTube channel that produces food reviews, taste tests, and cooking challenges.
- It is part of TheSmartLocal (TSL) media network and focuses on both hawker fare and trendy dining spots.
- The channel features a team of hosts who provide honest reviews, food recommendations, and behind-the-scenes looks at popular eateries.
Top YouTube Channels – Lifestyle and Vlogs
Jebbey Family
| Category | Lifestyle and Vlogs |
| Number of subscribers | 1.67 million subscribers |
| Number of views | 746.53 million views |
| Content niche | Couple and family vlogs, challenges, and lifestyle |
- Jebbey Family is a Singaporean YouTube channel that features family vlogs, parenting content, and lifestyle challenges.
- The channel is run by Jebson Chen and Abby Tay, who share their experiences as a young couple raising their children.
- Their videos include day-in-the-life vlogs, relationship insights, and heartwarming family moments, resonating with parents and young couples.
Naomi Neo
| Category | Lifestyle and Vlogs |
| Number of subscribers | 450K subscribers |
| Number of views | 69.37 million views |
| Content niche | Lifestyle vlogs, beauty, and personal experiences |
- Naomi Neo is a Singaporean YouTuber known for her lifestyle vlogs, beauty content, and personal life updates.
- She started as a blogger before transitioning to YouTube, where she shares makeup tutorials, fashion tips, and motherhood experiences.
- Her channel also features Q&A sessions, pranks, and motivational content, giving viewers a glimpse into her daily life and personal growth.
Mongabong
| Category | Lifestyle and Vlogs |
| Number of subscribers | 114K subscribers |
| Number of views | 17.22 million views |
| Content niche | Fashion, beauty, travel, and wellness |
- Mongabong is a Singaporean YouTuber known for her fashion, beauty, and travel content.
- She creates makeup and beauty tutorials, styling tips, and wellness videos, often collaborating with global beauty and fashion brands.
- Her channel also features travel vlogs, product reviews, and lifestyle insights, offering viewers a blend of aesthetics and authenticity.
Xenia Tan
| Category | Lifestyle and Vlogs |
| Number of subscribers | 10.8K subscribers |
| Number of views | 365K views |
| Content niche | Travel vlogs, skincare, and Singapore lifestyle |
- Xenia Tan is a Singaporean YouTuber known for her travel vlogs, skincare reviews, and lifestyle content.
- She shares destination guides, beauty tips, and personal experiences, often highlighting unique experiences both locally and abroad.
- Her channel focuses on authentic storytelling, self-care, and adventure, making her entertaining content relatable and engaging for young travellers.
Top YouTube Channels – Technology and Reviews
Superadrianme
| Category | Technology and Reviews |
| Number of subscribers | 48.6K subscribers |
| Number of views | 25.67 million views |
| Content niche | Tech, gadgets, and lifestyle product reviews |
- Superadrianme is a Singaporean YouTube channel that focuses on tech reviews, lifestyle content, and travel experiences.
- The channel covers gadgets, luxury experiences, and industry events, providing in-depth insights for consumers.
- Its videos include unboxings, hands-on reviews, and travel vlogs, catering to tech enthusiasts and lifestyle seekers.
HardwareZone
| Category | Technology and Reviews |
| Number of subscribers | 14.5K subscribers |
| Number of views | 9.23 million views |
| Content niche | In-depth tech reviews and industry news |
- HardwareZone is a Singaporean YouTube channel that specialises in tech reviews, gadget comparisons, and industry news.
- It is part of HardwareZone.com, a leading tech media platform providing expert insights on the latest devices.
- The channel features hands-on demonstrations, buying guides, and analysis of emerging tech trends, catering to a digitally savvy audience.
Top YouTube Channels – Finance and Education
The Woke Salaryman
| Category | Finance and Education |
| Number of subscribers | 32.5K subscribers |
| Number of views | 1.28 million views |
| Content niche | Financial literacy content with animated storytelling |
- The Woke Salaryman is a Singaporean YouTube channel that focuses on financial literacy, career advice, and personal finance tips.
- It uses animated storytelling and relatable scenarios to educate young adults on topics like saving, investing, and retirement planning.
- The channel aims to promote financial independence and smarter money habits, making complex financial concepts easy to understand.
DollarsAndSense
| Category | Finance and Education |
| Number of subscribers | 4.13K subscribers |
| Number of views | 502K views |
| Content niche | Practical money tips for Singaporeans |
- DollarsAndSense is a Singaporean YouTube channel that provides personal finance tips, investment insights, and money management advice.
- It is part of DollarsAndSense.sg, a financial education platform that simplifies complex financial topics for Singaporeans.
- The channel features interviews, explainers, and practical guides to help viewers make informed financial decisions.
Top YouTube Channels – Travel and Adventure
The Travel Intern
| Category | Travel and Adventure |
| Number of subscribers | 46.7K subscribers |
| Number of views | 9.56 million views |
| Content niche | Travel guides, itineraries, and adventure vlogs |
- The Travel Intern is a Singaporean YouTube channel that features travel guides, itineraries, and adventure experiences.
- It is run by a team of content creators who explore destinations worldwide, offering tips and inspiration for travellers.
- The channel showcases budget-friendly trips, hidden gems, and cultural experiences, making travel more accessible and exciting for viewers.
Top YouTube Channels – Gaming and Pop Culture
SGAG
| Category | Gaming and Pop Culture |
| Number of subscribers | 89.1K subscribers |
| Number of views | 13.99 million views |
| Content niche | Pop culture, memes, and entertainment (also active on other social media platforms) |
- SGAG is a Singaporean YouTube channel known for its comedy videos, relatable memes, and pop culture content.
- It creates parodies, social experiments, and local-themed comedy, often reflecting Singaporean everyday life.
- The channel engages audiences with trending topics, witty storytelling, and collaborations with popular personalities.
Danial Ron
| Category | Gaming and Pop Culture |
| Number of subscribers | 5.08K subscribers |
| Number of views | 487K views |
| Content niche | Gaming, vlogs, and lifestyle content |
- Danial Ron is a Singaporean YouTuber known for his gaming content, lifestyle vlogs, and challenge videos.
- His channel features gameplay highlights, personal vlogs, and collaborations with other creators, appealing to both gamers and casual viewers.
- He shares insights into his daily life, entertaining challenges, and reactions, creating a mix of fun and engaging content.
Follow What Top YouTube Channels in Singapore Are Doing to Boost Their Brand
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To grow your brand like Singapore’s top YouTube channels, focus on relatable content, high-quality production, and audience engagement. Leverage trends, collaborate with influencers, and maintain authenticity to build trust. Experiment with different formats, from skits to educational videos, to attract diverse viewers.
Consistency and creativity are key to establishing a strong, recognisable online presence. Call us today to learn how the top YouTube channels in Singapore continue to attract and engage viewers.
Frequently Asked Questions
How do Singaporean YouTube creators monetise their content?
Singaporean YouTube creators earn through ad revenue, brand sponsorships, affiliate marketing, and merchandise sales. Many also offer exclusive content via Patreon or YouTube memberships. Some diversify their income by launching businesses or providing workshops related to their niche.
What are some emerging trends in Singapore’s YouTube scene?
Short-form content like YouTube Shorts is gaining popularity, alongside interactive formats such as live Q&As and reaction videos. More creators are focusing on sustainability, mental wellness, and personal finance, reflecting shifts in audience interests. Collaborations between influencers and businesses are also increasing to create engaging branded content.
How do brands collaborate with top Singaporean YouTubers?
Brands work with YouTubers through sponsored content, product placements, and event partnerships. Many collaborations involve storytelling to integrate promotions naturally into videos. Agencies and influencer marketing platforms help brands connect with relevant creators for targeted campaigns.
Which Singapore YouTube channels focus on fitness and health?
Singapore’s fitness YouTubers include Joanna Soh for workout routines, Tyen Rasif for strength training, and The Balance Company for holistic wellness tips. Some lifestyle creators also incorporate fitness content, sharing their personal health journeys and diet tips.
How does the Singaporean audience influence content creation on YouTube?
Singaporean audiences favour relatable, humour-driven content that reflects local culture and everyday life. Trends like food reviews, tech unboxings, and finance tips thrive due to strong local interest. Creators often incorporate Singlish, local references, and community engagement to keep content relevant and engaging.
