The Rise of a Digital Giant
In Pakistan’s entertainment industry, Hum Network has long been known for its blockbuster dramas like Humsafar and Zindagi Gulzar Hai. But quietly, the company has become something much bigger — a digital powerhouse on YouTube.
As of October 2025, Hum Network commands over 51 million subscribers and 46 billion cumulative views across its YouTube channels, making it Pakistan’s third-largest digital creator by audience size.
And the numbers have real financial weight. According to company filings and analyst estimates, Hum Network earned nearly Rs. 2.2 billion from YouTube alone in FY2024–25 — accounting for roughly 18% of its total annual income.
That means YouTube is no longer a side revenue stream — it’s a core business pillar.
From TV Screens to Smartphones
When Sultana Siddiqui and Duraid Qureshi founded Hum Network in 2004, the idea was simple: create a platform that tells local stories with global appeal. Within a year, Hum TV had become a household name.
But over the next two decades, audience behaviour changed dramatically. Television ratings stagnated as younger viewers turned to smartphones and streaming platforms. Instead of resisting, Hum Network adapted — and won.
“The network saw the shift early and invested in digital archiving and YouTube optimisation,” says Karachi-based media analyst Rameez Siddiqui. “They realised old dramas could generate new income indefinitely.”
That insight proved crucial. A single episode of Humsafar or Yakeen Ka Safar can still rack up millions of views years after release, generating steady ad revenue without any additional production cost.Prime Minister Laptop Scheme Pakistan 2025: Complete Guide
Inside the Numbers
The transformation from a traditional broadcaster to a digital media player didn’t happen overnight. Over the last decade, Hum Network’s digital income grew by almost 30% CAGR, reaching Rs. 2.2 billion by March 2025.
Here’s a snapshot of the company’s evolution:
| Year | Key Milestone | YouTube Subscribers (millions) | Total Views (billions) | Annual Revenue (Rs. billions) |
|---|---|---|---|---|
| 2014 | Focus on TV dramas | 2.3 | 1.2 | 2.95 |
| 2018 | Hum News & Hum Films launched | 12.5 | 9.6 | 7.1 |
| 2023 | Ten Sports acquired | 41.8 | 35.4 | 11.2 |
| 2025 | Digital empire solidified | 51.7 | 46.5 | 12.35 |
Table: Growth trajectory of Hum Network’s digital and overall business (source: company reports, analyst estimates)
The YouTube Factor
YouTube has become the lifeline of Pakistan’s entertainment economy, allowing legacy broadcasters like Hum Network to earn from both new and archival content.
Hum’s multiple YouTube channels — including Hum TV, Hum Dramas, Hum Masala, and Hum News — each target specific audiences. The strategy works because it’s diversified: cooking fans, drama lovers, and news followers all find a niche.
The network’s repeat viewership is also unusually high, indicating strong brand loyalty. Viewers abroad — particularly in the Middle East, UK, and India — continue to drive nearly 40% of Hum’s total digital traffic.
Why Ten Sports Changes the Game
In 2024, Hum Network completed the acquisition of Ten Sports Pakistan, bringing live sports — including PSL and ICC tournaments — into its portfolio.
While Ten Sports’ content doesn’t directly link to YouTube monetisation, it broadens the company’s audience base and enhances its brand portfolio.
“Sports broadcasting gives Hum an edge that most entertainment networks lack,” says Lahore-based financial analyst Farah Qureshi. “It’s not about replacing digital income but balancing it with traditional broadcast rights.”
This acquisition temporarily reduced the percentage share of YouTube income in total revenue — but not because digital revenue fell. Instead, other divisions grew faster, especially sports and branded content.
The Broader Shift: Pakistan’s Digital Media Boom
Across South Asia, YouTube has reshaped media economics. In India, major broadcasters earn millions monthly from archived serials and film libraries. Pakistan’s journey is newer but rapidly catching up.
According to the Pakistan Telecommunication Authority (PTA), the country now has over 134 million broadband users, most of whom regularly stream video content. With ad spending shifting toward digital platforms, media networks are repositioning fast [3].
Hum Network’s early adaptation gives it a competitive edge. Its consistent quality, brand credibility, and strong viewer base have made it a trustworthy digital publisher — something rare in Pakistan’s fragmented online landscape.
Challenges: Algorithm, Dependency, and Geopolitics
Still, the path isn’t without risks. YouTube’s algorithm and policy changes can dramatically impact viewership and revenue. A small tweak in recommendation systems could mean millions lost in ad income.
Then there’s geopolitical risk. When tensions with India flared in early 2025, Hum’s Indian viewership — a major source of overseas traffic — dropped sharply. The incident highlighted the fragility of platform dependency and regional audience reliance.
Moreover, around 61% of Hum’s total income still comes from advertising, leaving it exposed to Pakistan’s volatile marketing budgets.
“YouTube money is good, but it’s not guaranteed,” warns analyst Rameez Siddiqui. “Hum will need to diversify revenue beyond ads — through OTT subscriptions, merchandising, and brand collaborations.”
Could a Local OTT Platform Challenge YouTube?
Several Pakistani tech investors are reportedly working on a new local OTT platform, hoping to create a homegrown alternative to YouTube.
If successful, it could give broadcasters like Hum more control over monetisation and user data. But replicating YouTube’s scale, global audience, and ad infrastructure remains a huge challenge.
For now, Hum Network seems content leveraging both worlds — traditional TV for reach and YouTube for global scalability.
Looking Ahead
With 15% average annual revenue growth and 18% after-tax profit growth over the last decade, Hum Network’s trajectory remains solid.
The company’s blend of strong storytelling, consistent branding, and early digital adaptation makes it one of Pakistan’s few media businesses ready for the streaming era.
Its future may depend on balancing two things — creative control and platform independence.
As the next wave of digital transformation hits South Asia, Hum Network’s story is more than a case study — it’s a preview of how legacy broadcasters can thrive in a world ruled by algorithms.
Call to Action
To explore Hum Network’s official channels or analyse its financials, visit hum.tv or its YouTube network. Media analysts and content creators can also download Pakistan’s digital ad trends report at http://ppra.org.pk
Q1: How much does Hum Network earn from YouTube?
A: As of FY2024–25, Hum Network’s YouTube income is estimated at Rs. 2.2 billion, about 18% of total revenue.
Q2: How many subscribers does Hum Network have on YouTube?
A: Across all channels, Hum Network has over 51 million subscribers and 46 billion views.
Q3: What role does Ten Sports play in Hum Network’s business?
A: The acquisition of Ten Sports in 2024 diversified Hum’s portfolio, adding sports broadcasting and strengthening brand value.
Q4: Is Hum Network planning its own OTT platform?
A: Not officially, but industry insiders suggest the network may explore OTT opportunities if Pakistan’s digital infrastructure matures.
Q5: What makes Hum Network’s digital model successful?
A: A mix of strong storytelling, archive monetisation, and early adoption of YouTube’s ecosystem has helped Hum stay ahead.