The race to be on top of YouTube ended last year. If you missed it, here is a recap.
Iconic Swedish YouTuber Pewdiepie, (Felix Kjellberg) was in a heated online competition with T-Series, an Indian record company run by Bhushan Kumar, for the title of the most subscribed channel on YouTube. Pewdiepie had been the most subscribed channel since 2013, and no other channel had come close to taking away his crown until T-Series challenged that in 2019.
Many other YouTubers across the platform voiced support for Pewdiepie, including Markiplier, Jackspeticeye, KIS and more. Even Pewdiepie’s fans rallied together to help increase his subscribers through organised marches and supportive youtube videos. “Subscribe to Pewdiepie” became the often-used slogan by his supporters. However, T-Series won in the end when they permanently passed him with 100 million subscribers on the 29th of May 2019.
But what did this mean for YouTube as a community? Now that their number one content creator had been knocked off his throne by a music company, what message did this send?
YouTube has always been a platform for original content, entertainment and creativity. A site where anyone can set a camera in their bedrooms, discover what makes their channel unique and can create a career around their passion. Even now, to be an influencer, content creator or YouTuber is still looked down upon as “Not a real job”, but we don’t need to look far to see that that isn’t the case at all.
Lilly Singh, also known as IISuperwomanII began on YouTube making comedy videos about her Punjabi culture – now she has her own late-night talk show ‘A Little Late with Lilly Singh’. Markiplier also began on YouTube with his gaming videos and Lets Plays and has since devoted a lot of his career to raising funds for many charities and creating his own web series. Thomas Sanders was an internet personality from Vine, who then moved to YouTube wherewith the success of his videos, he became a singer and musical theatre actor. The list goes on, and overall it appears YouTube is a place where creatives can come and produce their own career with years of hard work, dedication and wholeheartedness.
YouTube is a place where creatives can come and produce their own career with years of hard work, dedication and wholeheartedness.
So now T-Series, a music cooperation has taken the top spot of YouTube, over a content creator who had spent most of his life working single-handedly to reach and hold that position for 6 years. Is the age of original content and single personal channels over, if big dominating companies with vast budgets, huge teams and unlimited resources make their move onto YouTube and fill the top spots of the YouTube subscriber ranking list, making it impossible for the little guy to reach anywhere near to that level.
But what do you think? Is the time of individuality leaving YouTube? Leave a reply down below.