Sometime this month, an almost five-year-old YouTube record will come crashing down. YouTuber Felix Kjellberg, popularly known as PewDiePie, will no longer be the king of YouTube. His vast legions of subscribers, no longer the video streaming platform’s largest subscriber base. The usurper to the throne is an unlikely one—Indian music label T-Series.
T-Series’ impending ascent to the top has sparked something of a mock feud, albeit mostly on Kjellberg’s part. In multiple video uploads, he’s taken potshots at T-Series, its content, and even the legitimacy of its subscribers. He even dropped a diss track.
T-Series and the splitting of YouTube rankings
T-Series is set to dethrone PewDiePie to become the world’s #1 YouTube channel. Will YouTube move the revenue needle for music labels in India?
Up till now, YouTube rankings correlated strongly with YouTube earnings
But T-Series’ dethroning of PewDiePie will change that. Blame abysmal Indian CPMs
Even then, T-Series and its peers are increasingly relying on YouTube for digital royalty revenues
But can they earn enough to make YouTube a long-term revenue source? The jury’s still out