When you think of Hum Network, classic dramas like “Humsafar” or “Zindagi Gulzar Hai” probably come to mind. For years, it was a traditional TV broadcaster, creating the Urdu dramas we love and earning money primarily from advertising. But behind the scenes, a quiet revolution was taking place.
Hum Network has transformed itself into Pakistan’s third-largest digital empire on YouTube, proving that it’s more than just a TV channel. With over 51 million subscribers and a staggering 46 billion views, its digital presence is a force to be reckoned with. This isn’t just about popularity; it’s about serious revenue.
The YouTube Goldmine 💰
What started as a side project has become a central pillar of the company’s financial health. In the 2024 financial year, a remarkable 18% of Hum’s total income came from digital and subscription revenue. This is driven by a massive subscription-based income of 2.2 billion rupees from YouTube alone.
How did they do it? The answer lies in their content strategy.
- Premium Urdu Programming: Hum Network’s core has always been its high-quality dramas. These shows, known for their strong scripts and production value, not only dominate primetime TV ratings but also continue to attract millions of views on YouTube for years after they first air, generating revenue without any new costs.
- Diverse Content Portfolio: The network didn’t just stop at dramas. They expanded with channels like Hum Masala for cooking shows, Hum Sitara for light entertainment, and even moved into film production with Hum Films. This diversified approach allowed them to capture a wider, family-based audience.
- Strategic Acquisitions: In a game-changing move, Hum Network acquired 10 Sports in 2023, securing broadcasting rights for major events like the ICC Champions Trophy and the PSL. This expanded their portfolio beyond entertainment and into the lucrative world of sports.
Navigating the Digital Shift
The media landscape is changing. Audiences, especially the younger generation, are moving away from scheduled TV and towards on-demand streaming platforms like YouTube. Hum Network astutely recognized this shift and leveraged YouTube to its full advantage.
The platform offered them:
- Global Reach: Their dramas found a massive international audience in the Middle East, Europe, and North America.
- Evergreen Content Monetization: A drama from 2016 can still earn money today through YouTube ads, something traditional TV can’t offer.
- Valuable Data: Digital platforms provide detailed analytics, allowing for a better understanding of audience behavior.
Challenges and the Road Ahead
The journey hasn’t been without its obstacles. The company’s YouTube viewership took a hit during periods of political tension with India, a significant international market for their content. Furthermore, being dependent on a single platform like YouTube carries risks—changes in its algorithm or monetization policies are outside of Hum’s control.
The future holds both opportunities and threats. The potential launch of a new local OTT (streaming) platform in Pakistan could provide a new, potentially more profitable, channel for their content. However, it could also draw audiences away from their established YouTube base.
Ultimately, Hum Network’s success will depend on how it continues to navigate the transition from traditional broadcasting to digital distribution. One thing is clear: YouTube is no longer a side hustle; it’s the present and future of their business. The real question is, how much bigger can this digital empire grow before the market shifts once again?
