not a cook

Rising Star in the Digital Culinary World

The YouTube channel "not a cook" has emerged as a significant presence in the food content creation space, attracting millions of viewers with its distinctive approach to cooking videos. Operating under the handle @notacookofficial, this India-based channel has carved out a unique niche in the competitive world of culinary content creation.^[1]

Channel Growth and Statistics

Since launching on September 22, 2022, "not a cook" has experienced remarkable growth, accumulating 2.89 million subscribers and generating over 1.8 billion video views as of June 2025.^[1] The channel has published 371 videos, demonstrating consistent content production over its relatively short existence.^[1]

Analytics data reveals impressive engagement metrics, with the channel experiencing a 2.48% growth in subscribers and a 6.05% increase in video views over a 30-day period in mid-2025.^[1] The channel's estimated monthly earnings range between $128,200 and $384,700, positioning it among the higher-earning channels in its category.^[1]

Performance Metrics

The channel maintains an average video length of 1.26 minutes, which is notably shorter than similar channels in the food category.^[1] Despite a relatively low engagement rate of 0.88%, the channel's massive view count compensates for this metric.^[1] The content creator's upload frequency has been minimal in recent periods, with zero videos per week recorded during certain tracking periods.^[1]

Content Style and Format

The "not a cook" channel specializes in ASMR-style cooking content, featuring close-up shots of food preparation and cooking processes that emphasize auditory elements.^[2] This approach aligns with the growing popularity of ASMR food content on YouTube, where creators focus on the sounds of cooking, chopping, and food preparation to create a relaxing viewing experience.^[3]

The channel's content includes a variety of recipes, from vegetarian dishes to non-vegetarian preparations, as evidenced by video titles such as "Top 3 Vegetarian Recipes" and "Top 3 Non-Veg Recipies."^[1] The creator also produces content focused on seasonal offerings, including "Refreshing Summer Drinks" and traditional preparations like "Gulab jamun & Paneer tikka."^[1]

Geographic Reach and Audience

Based in India, the channel has achieved significant recognition within the country's digital content landscape.^[1] Current rankings place "not a cook" at #454 in the Food category, #3,914 in India, and #17,773 worldwide, indicating substantial reach beyond its home market.^[1]

The channel's success reflects the broader trend of Indian cooking content creators gaining international recognition on digital platforms.^[4] This growth pattern is consistent with other successful Indian YouTube cooking channels that have achieved millions of subscribers by focusing on traditional recipes and cooking methods.^[5]

Industry Context

The "not a cook" channel operates within the expanding ASMR food content niche, which has gained significant popularity on YouTube and other platforms.^[3] ASMR food videos, which focus on the sounds of eating and food preparation, have attracted millions of viewers seeking relaxing content.^[3]

The channel's success is part of a larger trend of food content creators achieving substantial followings through specialized approaches to culinary content.^[6] Similar channels in the ASMR cooking space, such as "Bharat ASMR" with 1.92 million subscribers and "Crunchy Treats" with 1.65 million subscribers, demonstrate the viability of this content format.^[1]

Revenue and Monetization

Financial data indicates that "not a cook" generates substantial revenue through its YouTube presence, with estimated earnings ranging from $669,000 to $4.01 million annually.^[7] Monthly earnings have shown variation, with April 2025 generating approximately $147,000, while other months have produced between $33,700 and $111,000.^[7]

The channel's revenue performance places it among the more successful cooking content creators in terms of monetization, with earnings that exceed many similar channels in the food category.^[1]