Quick answer: As of May 2026, "asmr" is the single most searched term on YouTube worldwide, followed by "mrbeast," "coachella," and "music." Entertainment, music, and creator names still dominate the platform's search behavior, but news and current-events terms are showing up in the top 50 more than they used to.
YouTube isn't just a video platform. It's the world's second-largest search engine, handling billions of queries a day. If you create content, run ads, or manage a brand's video presence, knowing what people actually search for tells you where the attention is and where it's headed. (If you're specifically looking to improve your channel's visibility, our YouTube SEO service page covers how we approach this.)
Here's the full breakdown, based on the most recent Semrush keyword data for YouTube.
Top 20 YouTube Searches Worldwide (May 2026)
Source: Semrush Keyword Analytics for YouTube, via Backlinko, last updated May 2026.
What Kind of Content Are People Actually Searching For?
Break the top 100 down by category and four patterns stand out:
Music dominates. Terms like "music," "song," "songs," "karaoke," and "lofi" alone account for a huge chunk of total search volume. YouTube is still where people go to hear something, not just watch something.
Creators outrank most brands. Names like MrBeast, IShowSpeed, Asmongold, and Sidemen pull in more searches than most companies could ever hope for from branded terms. People search for personalities, not just topics.
Gaming holds steady but isn't growing as fast. Minecraft, Roblox, and Valorant still show up reliably, but gaming's share of the top 100 has shrunk slightly compared to a few years ago, as short-form platforms pull off some of that traffic.
News and current events are creeping in. Terms tied to real-world events (political figures, breaking news, live coverage) now show up higher in the rankings than they used to. People are increasingly treating YouTube as a place to catch up on what's happening, not just a place to be entertained.
US Searches vs. Worldwide Searches
Search behavior in the US skews more toward sports and news than the global average. Terms like NBA, WWE, and UFC rank meaningfully higher in the US than they do worldwide, while international audiences lean harder into music. About 16% of all YouTube traffic comes from the US, so the "global" numbers above are still heavily shaped by international, especially Latin American and South Asian, search behavior.
Why This Data Matters If You Run a Brand or a Channel
Three practical takeaways, no fluff:
If you're in music, entertainment, or gaming, you're competing in the most crowded lanes on the platform. Ranking on a broad term like "music" isn't realistic. Long-tail, specific phrasing (a song title, a game mode, a specific tutorial) is where smaller channels and brands actually get found. The same long-tail principle applies to SEO on Google too.
Branded creator searches show the power of a recognizable name. If you're building a channel, the name and personality you build around it eventually becomes its own keyword. That's worth investing in early.
News-adjacent search growth is a signal. If your business touches current events, explainer content, or commentary, YouTube search is becoming a more viable channel than it was two or three years ago. This ties directly into the broader shift toward answer engine optimization, where showing up in AI-powered search results and featured snippets is becoming just as important as traditional rankings.
How to Actually Find YouTube Keywords for Your Own Content
You don't need expensive tools to get started:
- YouTube's autocomplete shows you real-time, real-user search suggestions the moment you start typing.
- Semrush's Keyword Analytics for YouTube gives you actual search volume and competition data, filterable by region.
- Google Trends, filtered to YouTube search, shows you how a term's popularity has moved over time.
- YouTube's own Trending page shows what's getting traction right now, by region and category.
Cross-check two or three of these before committing to a content plan. Volume alone doesn't tell you if a term is realistic to rank for. If you want a more structured approach to keyword research across both Google and YouTube, an SEO audit is the best starting point.
Frequently Asked Questions
What is the most searched term on YouTube right now?
As of May 2026, "asmr" is the top search term globally, with about 22 million monthly searches, according to Semrush data.
Is YouTube really a search engine?
Yes. YouTube processes billions of search queries every day and is widely considered the second-largest search engine after Google itself.
Do YouTube searches differ by country?
Yes, significantly. The US search mix leans more toward sports, news, and individual creators, while worldwide searches lean more heavily toward music and international entertainment.
How often does this data change?
Search volume on YouTube shifts monthly, and top-100 rankings can move noticeably within weeks depending on live events, new releases, or viral moments. Treat any "top searches" list as a snapshot, not a permanent ranking.
What's the best way to find YouTube keywords for a business channel?
Start with YouTube's autocomplete for free, directional insight, then validate volume with a proper keyword tool like Semrush before building a content calendar around it.
The Bottom Line
Looking to make sure your business shows up where people (and AI tools) are actually searching, whether that's Google, YouTube, or AI-powered search like ChatGPT and Perplexity? That's what we do at GetLocably. Get in touch if you want a second set of eyes on your search strategy.
Want to make sure your content shows up where people are actually searching? Get a free search strategy audit - we'll look at Google, YouTube, and AI search together.