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There may be only a few hours left before the end of an Internet era and the beginning of a new era.
For years, a Swedish YouTube star, Felix Kjellberg – better known as PewDiePie – has dominated the platform, running his most popular channel and attracting millions of dedicated fans.
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But Every Empire Must Stop – And PewDiePie's Fall is Due to Rapid Growth in Mobile Phone Use Among the 1.3 Billion Dollars 39, India Indians. T-Series, a 33-year-old Indian music label, has attracted subscribers at a staggering pace for its YouTube channel. Every day he publishes several videos of Bollywood movies and indie-pop artists.
By the end of last week, the gap between its subscribers and PewDiePie subscribers on YouTube had dropped to less than 155,000. Video marketing companies like Tubular Labs claim that the series T is "poised to surpbad" the 83,353,773 PewDiePie subscribers within days.
T-Series is already number one on another metric – the most watched YouTube channel. His videos have 60 billion – that is, billions, with a "b" – views. To put things in perspective, this figure represents more than three times the number of views on Justin Bieber or Katy Perry's YouTube channel.
Based in Mumbai, the T series was launched by music pioneer Gulshan Kumar, whose father's juice store. Whether it's creating cheap copies of hit songs on tapes or tapping into the kind of devotional music, T-Series has found a way to defeat rivals and stay at home. l & # 39; vanguard. Since Kumar's death in 1997, his son, Bhushan, has been running the company.
Bhushan Kumar's decision to embark on the digital era by putting music online in the early 2000s and his foray into film production – directly exploiting India's obsession for Bollywood – helped the T series become a $ 101 million company.
This year, the T series has about 20 films starring prominent stars. In addition to Bollywood films and music, the company has also invested in independent singers such as Guru Randhawa, whose music video Lahore is the first T-series draw with 662 million views.
Sung in his mother tongue, In Punjabi, he is seen driving a catchy sports car singing a girl he compares to the beauty of Lahore and the climate of London. T-Series also produced a collaboration between Randhawa and rapper Pitbull.
But the crucial force behind the impending domination of T-Series on YouTube is the tens of millions of Indians who log in for the first time. In 2000, only 20 million Indians had access to the Internet. By 2018, their number had climbed to 560 million and counted.
Ravi Agrawal, author of the new book India Connected claims that the boom is the result of cheap smartphones combined with cheap data. 19659003] Malaysian Indian singer sings in Malay and makes him a well-known name
"While the West was going through an evolution – from fixed phones to dial-up connections, to broadband, data wireless and now 4G – India very quickly, "he said.
Last year, India overtook the United States to become the second largest smartphone market after China. The jump is attributable to the shares of a single company: in 2016, the Indian conglomerate Reliance Industries launched its telecom branch, which claimed to offer the cheapest mobile data package in the world – only $ 0.76 per gigabyte.
Cheap smartphones with voice applications to play music and videos. Voice technology is particularly important in India, where a large part of the population remains illiterate.
One year after its launch, Reliance claimed that data consumption in India had grown by 1 billion gigabytes per month because of their affordable plans sold under its Jio brand. T-Series' Kumar says the advent of Jio fueled the digital growth of companies like his – and eventually clashed with PewDiePie.
Of course, PewDiePie does not act silently. He was already the number one YouTube subscriber in 2013, with his comedy numbers and comments on video games, which were very popular among young boys. Nearing the end, his supporters launched an online badault on the T series to try to keep PewDiePie at the head of the group.
Their tactics include placing a million – dollar billboard in Times Square and circulating a favorable tweet by a right. British political party and even piracy The Wall Street Journal with a false post in favor of PewDiePie.
Last month, a supporter of PewDiePie claimed traveled to India to play a "diss" song slamming the T-Series in front of one of its offices. The track, entitled Bitch Lasagna has a racist connotation and includes references to defecation and a popular animation series in India.
As the online world watches the tragedy unfold on real-time trackers, Kumar says his company has already taken advantage of its role in the YouTube version of Game of Thrones .
"Everyone knows the T-Series around the world," he says. "If we had become number one by ourselves, no one would have known us."
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