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The biggest Indian label uses a foolproof trick to win on YouTube: nationalism
For several months now, the 36-year-old T-Series Indian music production company has been playing with Felix Arvid Ulf Kjellberg, the Swedish video game blogger, is the most subscribed YouTube channel in the world. Kjellberg, who posts videos under the pseudonym PewDiePie, has been the platform's most popular creator for over five years now.
The basic difference in subscribers between the two channels is currently less than 100,000.
To reduce the gap. Bhushan Kumar, head of T-Series, launched the #BharatWinsYouTube campaign, calling on Indians to subscribe to the company's YouTube channel.
His campaign found sponsors among the most popular Bollywood musicians, such as Neha Kakkar and Armaan. Malik as well as actors like Rajkummar Rao and Anil Kapoor .
In the world of social media, experts say that micro-influencers have their own strengths and that their power can not be easily compromised. . "YouTubers are full-fledged celebrities, and many of them have a legitimate reach and a millennium and generation Z fanbase more engaged than clbadic stars," said Sunder Aaron, branch general manager. QYOU content company based in Toronto, says Quartz. A Google study shows that 70% of YouTube's teen subscribers are more related to the platform's content creators than to traditional celebrities.
"If T-Series really wants to emerge victorious from this digital rivalry, then it must appeal to the followers of this platform. Adds Aaron.
Tug of war
The race with the T series has even allowed Kjellberg to gain visibility, according to some.
When the battle ensued, that of Kjellberg The fans did everything, leaving negative comments and negative voting videos on the T-Series channel. A superfan even bought billboards, local radio shows, leaflets, banner ads and television ads, among others, to campaign for PewDiePie.
"PewDiePie had 65 million subscribers (in August-late last year) when people began to notice that the T-series had only one million delays. Forty-six million subscribers later on both channels, the race is still underway, "said Subrat Kar, CEO of the Noida-based Vidooly video badytics platform. At the time of publication, the T Series had 88,874,259 subscribers, compared to 88,950,446 for PewDiePie.
However, the Swedish channel YouTuber has added only 9.7 million subscribers to its channel over the last year, compared with more than 40 million who followed the T series, Data show Vidooly. At present, the T series has captured more than 80% of the consumption of Indian music viewers. "With this growth in the number of subscribers, the T series can win the race from here 20 to 25 days," Kar added.
The confrontation of the T and Kjellberg series is not exactly a struggle between equals, the writer Polygon, Julia Alexander explained:
This is not quite a fair comparison , of course. Kjellberg is a person. He can not download six or seven videos a day, as a T series (can) … It's like comparing Drake to Spotify, or Michael Jackson to MTV in the day. The T series is virtually a digital network; Kjellberg is a controversial creator who captures the audience by discussing the news (as a character by the name of Poppy Harlow), reviewing the memes and reacting to things about Reddit. T-Series publishes superb music videos and interviews of popular artists.
In a video of October 21, 2018, Kjellberg said that he "was not really concerned about his rival's earnings, but confessed that the platform would be defiled." YouTubers is influenced by commercialism and the creators compromise authenticity if big companies start to win, and last November he posted another video stating that YouTube should create separate compartments for individual creators and large corporations.
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