Insights

Seasonings that travel together

The two seasonings furthest from coincidence: how many times more often they share a recipe than they would if each were picked on its own.

• kecap asin + minyak wijen 4.97x 174 recipes
• minyak wijen + saus tiram 4.68x 151 recipes
• daun salam + lengkuas 4.44x 326 recipes
• daun jeruk + serai 4.40x 426 recipes
• lengkuas + serai 4.29x 314 recipes
• ketumbar + kunyit 3.99x 387 recipes

Lift, over 4,175 recipes with a full ingredient list. At least 150 recipes per pair. The commonest pair by raw count (garam + gula pasir) is not shown: that is every kitchen, not a pairing.

The most travelled ingredients

What share of an ingredient's recipes lands outside its own biggest shelf. A high number means it goes everywhere.

• Sosis 17 of 19 shelves · 165 recipes 87%
• Kol 18 of 19 shelves · 293 recipes 84%
• Jamur 18 of 19 shelves · 233 recipes 84%
• Wortel 18 of 19 shelves · 462 recipes 82%
• Sawi 17 of 19 shelves · 142 recipes 81%

The opposite: Pisang. Only 11% of its recipes leave Drinks & Desserts. Main-ingredient tags read automatically off the ingredient list, at least 80 recipes each.

Which promises a title keeps

Of the titles carrying each word, the share that lands in the top quartile of its own kitchen. The baseline is 25%.

keeps its promise

• 100% sukses 59 titles · z 3.34 44%
• banget 164 titles · z 2.93 35%
• empuk 155 titles · z 2.87 35%
• renyah 158 titles · z 2.16 32%
• lengkap 63 titles · z 2.14 37%

does not

• pedas 254 titles · z -2.85 17%
• simple 167 titles · z -1.91 19%
• ekonomis 57 titles · z -1.80 14%
• praktis 223 titles · z -1.51 21%

"anti gagal" itself: 34% of its 70 titles land in the top quartile. Above the baseline, but not yet strong.

The quartile is taken inside each kitchen, so a busier channel cannot promote its own vocabulary. Ranked by the log-odds ratio with the Haldane-Anscombe prior. 26 words were tested at once; only 1 clears the Bonferroni threshold of |z| ≥ 3.14, so the rest are a direction and not a finding.

This panel uses the popularity score, a model output (how far a video beat what a video of its age on its channel normally gets), not a view counter.

Seasonings on the way up and down

Share of recipes in 2016-2020 against 2023 onward.

rising

• kaldu jamur 2.0% → 13.1% · 4 of 5 kitchens 5.18x
• saus tiram 5.9% → 13.8% · 3 of 5 kitchens 1.89x
• saus sambal 2.3% → 4.7% · 4 of 5 kitchens 1.68x
• tepung maizena 9.0% → 17.6% · 3 of 5 kitchens 1.56x

falling

• mentega 8.7% → 5.5% · 4 of 5 kitchens 0.51x
• kecap ikan 4.9% → 4.0% · 3 of 5 kitchens 0.66x
• santan 16.4% → 13.4% · 3 of 5 kitchens 0.66x

Ingredient lists got longer too, from 12.9 to 15.3 lines per recipe, which lifts almost every share on its own. Every number here is divided by that drift: 1.00x means it moved exactly as much as everything else. Only seasonings a majority of the kitchens moved with are shown.

The kitchens' rhythm

New videos per year.

1. 2016: 105 videos 16
2. 2017: 264 videos 17
3. 2018: 387 videos 18
4. 2019: 460 videos 19
5. 2020: 596 videos 20
6. 2021: 587 videos 21
7. 2022: 530 videos 22
8. 2023: 518 videos 23
9. 2024: 556 videos 24
10. 2025: 363 videos 25
11. 2026: 347 videos 26

2026 is only part of a year so far.