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Swedish YouTuber PewDiePie totally dominated the platform, running its most subscribed channel.
For years, a Swedish YouTube star, Felix Kjellberg – better known as PewDiePie – dominated the platform, directing his most-subscribed channel. Tens of millions of dedicated fans.
But every empire must end – and PewDiePie is about to collapse thanks to the rapid growth of mobile phone use among the 1.3 billion Indians in India.
T-Series, a 33-year-old Indian music label, has earned subscribers at an astonishing rate for his YouTube channel. Every day he publishes several videos of Bollywood movies and indie-pop artists.
As of Friday morning, the gap between its subscribers and PewDiePie subscribers on YouTube has been reduced to less than 155,000. Video marketing companies like Tubular Labs claim that T-Series is on the market. to surpbad "PewDiePie's 83,353,773 subscribers in a matter of days."
T-Series is already the number one metric – the most-watched YouTube channel – its videos have $ 60 billion, that's right. – say billions, with a "b" – views.To put things into perspective, this figure represents more than three times the number of views on the YouTube channel of Justin Bieber or Katy Perry.
Based in Mumbai, the T series was launched by the music pioneer Gulshan Kumar, whose father's juice shop.It's about creating cheap copies of hit songs on tapes or tapping into the kind of devotional music, T-Series has found a way to do better than rivals and stay Avant-garde Since Kumar's death in 1997, his son, Bhushan, has headed 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 featuring leading stars. In addition to Bollywood films and music, the company has also invested in independent singers such as Guru Randhawa, whose Lahore video is the best T-Series draw with 662 million views. Sung in his native language, Punjabi, he recounts that he drives an eye-catching sports car while singing a girl that he compares to the beauty of Lahore and the London weather. T-Series also produced a collaboration between Randhawa and rapper Pitbull.
But the crucial force behind the imminent 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, says the boom is the result of cheap smartphones combined with cheap data. "While the West was evolving – from landline phones to dial-up connections to broadband, wireless and now 4G data on phones, India has switched to smartphones in a time, "he said.
Last year, India surpbaded the United States to become the second largest smartphone market after China. The jump can be attributed to the shares of a single company: in 2016, Reliance Industries launched its telecommunications branch that claimed to offer the cheapest mobile data plan in the world – just $ 0.76 per gigabyte. Cheap smartphones with voice applications for playing music and videos were also available. 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 increased by 1 billion gigabytes per month due to the availability of their affordable plans in that country. Brand Jio. Kumar of T-Series claims that the advent of Jio fueled the digital growth of companies like his – and eventually put him in conflict with PewDiePie.
Of course, PewDiePie does not go quietly. 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. As the end drew near, 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. political wing in the UK and even hacking the Wall Street Journal with a fake post in favor of PewDiePie. Last month, a supporter of PewDiePie claimed to have gone to India to play a "diss" title slamming T-Series in front of one of his offices. The track has racist connotations and includes references to defecation and a popular animation series in India.
As the virtual world watches the drama unfold on real-time followers, Kumar says his company has already taken advantage of its lead role in YouTube. version of Game of Thrones. "Everyone knows the T-Series around the world now," he says. "If we had been number one by ourselves, no one would have known us."
(With the exception of the title, this story was not published by NDTV staff and is published from a syndicated thread.) [19659018] (function (d, s, id) {var js, fjs = d.getElementsByTagName (s) [0]; if (d.getElementById (id)) return; js = d.createElement (s); js.id = id; js .src = "http://connect.facebook.net/en_US/sdk.js#xfbml=1&version=v2.5&appId=213741912058651";fjs.parentNode.insertBefore(js, fjs);} (document, & # 39; script, & # 39; facebook-jssdk & # 39;));
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