T-Series hot on heels for top YouTube channel slot

The battle rages on for the most-subscribed YouTube channel between T-Series and Swedish comedian and video game commentator PewDiePie, otherwise known as Felix Arvid Ulf Kjellberg. While the latter is leading with 71,458,662 subscribers at the time of going to press, T-Series is hot on his heels with 71,348,238. Hitesh Rajwani, CEO, Social Samosa, isn't surprised that the conglomerate is all set to shoot ahead. He says, "Considering the number of active YouTube users from India – 250 million plus – an Indian contender was bound to surface soon." YouTube personality and video blogger Prajakta Koli aka MostlySane points out, "This just shows the potential India has in the digital age wherein more people are consuming content on the internet than other platforms."

Is there a battle?

While social media enthusiasts are following the rivalry, experts and YouTubers don't consider it a competition – neither in terms of content nor numbers. Hemal Majithia, founder of OktoBuzz says, "Both their audiences are completely different. One is a music channel and the other started with uploading video games and book reviews." Ajey Nagar, owner of YouTube channel CarryMinati, concurs, "As far as the content is concerned, it's like comparing apples to oranges. That being said, PewDiePie's throne is definitely challenged." Prajakta emphasises that content is king. "It doesn't matter if you are a large production house or an independent artiste. If your video doesn't strike a chord with the audience then you will never be able to build an audience as no one will invest their time on your content." As far as the number game is concerned, Chief OktoMind Hemal says, "T-Series has uploaded approximately 12,000 videos so far, while PewDiePie has about 3,000. Month-on-month, PewDiePie gets eight lakh subscribers as opposed to 3.5 million for T-Series. So, there is no match."

Big versus small

On the one hand is the gargantuan conglomerate T-Series with its unlimited resources and on the other is an independent creator. Hitesh agrees that pegging an established label with an individual is not fair and the comparison is flawed for both the channels involved. "The company has access to unlimited resources and the Individual enjoys organic reach with the virtue of a personal profile," he explains. On the flip side, the reach and engagement for a brand or company page is difficult to crack as opposed to a personal profile, he adds. Hemal, too, believes, "T-Series is a corporate giant that comes up original music videos as well as cover versions and the investments are high. PewDiePie with minimal investments and practically nothing is doing a great job." He adds that it's just a matter of time before T-Series takes PewDiePie over, if it hasn't already.

Crossing swords

Online, the 29-year-old YouTuber's supporters are uploading videos to increase his subscriber base and offline, they are holding placards and urging people to subscribe to his channel. The Numero Uno himself served the b*itch lasagna to T-Series in his video by the same name. In a ditch attempt, he is ready to play the video game Fortnite and compromise on 'the one shred of integrity' he has left. He confessed in an episode on this channel, "I will not conform to play this overly-popular video game just for the sake of views. But I'm desperate, dammit!"

T-Series, on the other hand, is only focussing on creating good content. President – Marketing, Media and Publishing, Vinod Bhanushali, says, "That passion for delivering top-notch content is something we do not compromise on even today. Our CMD Bhushan Kumar insists repeatedly on making good songs. The entire marketing and promotion endeavour across media helps them become chartbusters. Familiar songs are always searched and viewed again and again many times." The label is confident that the quality of their content and attempts to reach out to newer audiences will hold them in good stead even in the future as a far competition is concerned.

NUMBER GAME

• PewDiePie has 71,337,204 subscribers, T-Series 71,198,154. 
   
• T-Series has uploaded near 12,000 videos so far, PewDiePie near 3,000. 
   
• Month-on-month, PewDiePie gets 8 lakh subscribers as opposed to 3.5mn for T-Series.