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2018–2019 YouTube rivalry

PewDiePie vs T-Series

PewDiePie in 2019

T-Series' logo
Date 29 Baronial 2018 – 28 Apr 2019
(7 months, 4 weeks, 2 days)
Type Word-of-mouth marketing, advertising, website support, slogans, activism, hacking, spamming, pocket-sized civil disobedience.
Motive Support of PewDiePie or T-Series, public contest/rivalry about being the most-subscribed YouTube aqueduct.
Outcome T-Serial overtook PewDiePie as the about-subscribed YouTube channel and became the kickoff YouTube aqueduct to reach 100 million subscribers in the process.

PewDiePie vs T-Series was an online rivalry between 2 YouTube channels, PewDiePie (run by Felix Kjellberg) and T-Series (run by an Indian tape company of the same name) for the title of the most-subscribed YouTube channel. T-Serial has held the title of near-viewed YouTube channel since February 2017, and PewDiePie had been the virtually-subscribed YouTube channel since August 2013. The rivalry betwixt the 2 YouTube channels began when T-Series' subscriber count began to near PewDiePie's in late 2018.

Many YouTubers voiced their support for PewDiePie, including Markiplier, Jacksepticeye, MrBeast, DanTDM, KSI, H3h3Productions and Logan Paul. Many of his fans fabricated efforts to gain subscribers for his YouTube aqueduct in numerous ways, including organised marches and supportive YouTube videos. Supporters of PewDiePie oft used the slogan "Subscribe to PewDiePie". The activism of some supporters extended beyond legal grounds; vandalism, hacking of websites, social media accounts, personal devices and the creation of malware had taken place to urge people to subscribe. "Bitch Lasagna", a diss rail by PewDiePie, and utilize of anti-Indian remarks by his fans, led to several prominent Indian Youtubers publicly opposing PewDiePie and backing T-Series with YouTube videos and response diss tracks.

T-Series temporarily overtook PewDiePie in subscribers on numerous occasions in 2019. On 28 Apr 2019, PewDiePie released a video calling for his supporters to stop their efforts to proceed him as the most subscribed YouTube channel, and with the significant pb at present held by T-Serial, the competition is generally presumed to have ended with T-Series winning.

Groundwork and overview

Felix Kjellberg, better known online equally PewDiePie, is a Swedish YouTuber who makes comedic videos. He has traditionally been known for his Allow's Play videos, and his channel was the most subscribed on YouTube from 15 August 2013 until 22 February 2019, when he was surpassed by T-Series, although PewDiePie took dorsum the title before long later approximately 8 minutes.[1] [ii] His fan base at the time of the competition was generally known as the "ix-year-old army".[3]

T-Series is an Indian music record label and moving picture production company. On YouTube, it has a multi-channel network consisting of 29 channels (excluding Lahari Music),[4] run by a team of 13 people.[5] The chief T-Series channel primarily contains Indian music videos (Bollywood music and Indi-pop) likewise as Bollywood picture show trailers, and releases several videos every mean solar day, having uploaded over thirteen thousand videos equally of August 2019.[v] [6]

The contest between the two channels began after T-Series began to virtually PewDiePie in subscribers in late 2018. T-Series temporarily overtook PewDiePie in subscribers on numerous occasions in early on 2019, and on 27 March 2019, it became the most subscribed YouTube aqueduct for five consecutive days,[7] before PewDiePie regained the lead. PewDiePie so held the lead for two weeks, earlier T-Series passed him permanently, reaching 100 million subscribers on 29 May 2019.[8]

Activism

Support of PewDiePie

From YouTubers

The beginning prominent YouTuber to support PewDiePie was MrBeast, who bought billboards and radio advertisements in Due north Carolina urging people to subscribe to PewDiePie's channel.[9] He also created a video of himself saying "PewDiePie" 100,000 times in a period of over 12 hours.[ten] MrBeast and his friends attended Super Bowl LIII, wearing T-shirts reading "Sub 2 PewDiePie". The group was prominently displayed in an ESPN tweet afterwards Stephen Gostkowski had missed a field goal during the first quarter.[11] [12]

Other prominent YouTubers such as Markiplier, Jacksepticeye and Logan Paul made videos or tweets announcing their support for PewDiePie in the competition, often under the slogan "Subscribe to PewDiePie".[13] [fourteen] [eleven] [xv] YouTuber Justin Roberts, a member of the grouping Team 10, bought a billboard in New York's Times Square reading the same.[xvi] [17] Markiplier made a tongue-in-cheek alive stream titled "I literally won't shut up until you subscribe to PewDiePie" urging his viewers to subscribe to PewDiePie's channel.[14] [xvi] [17] Jacksepticeye ran a alive stream with the same purpose, jokingly threatening to delete his channel if T-Series surpassed PewDiePie.[12]

Smaller YouTubers also promoted PewDiePie. In reaction to MrBeast's advertising entrada, Saimandar Waghdhare, an contained Indian YouTuber with the channel "Saiman Says", responded to MrBeast's advertising campaign by posting a sarcastic video in which he pretends to support T-Series, later releasing a video in which he instead declares his support to PewDiePie.[xviii] Musician Davie504 flew from Hong Kong to Noida and played "Bowwow Lasagna", PewDiePie's satirical diss rails against T-Series, outside their headquarters on a bass guitar. Although locals didn't discover him and probably considered him a beggar. [19]

YouTube Rewind 2018: Everyone Controls Rewind, the 2018 video edition of the annual YouTube Rewind series, became the most-disliked video on the platform afterwards heavy backfire. I of the cited reasons for the criticism was the lack of coverage of the competition betwixt PewDiePie and T-Serial.[20] YouTuber Jaiden Animations, nonetheless, had contributed to the video, and her animation included several subconscious icons and objects related to PewDiePie.[21]

Hackings

A hacker under the pseudonym "HackerGiraffe" sent print jobs to around fifty,000 vulnerable printers in November, and another hacker nether the pseudonym "j3ws3r" did the aforementioned to around 80,000 printers in December.[22] [23] [24] Messages were printed out saying "PewDiePie is in trouble and he needs your aid to defeat T-Series!" and urged printer users to subscribe to PewDiePie, unsubscribe from T-Serial, and set up their printer's security settings. HackerGiraffe claimed that he had discovered more than than 800,000 vulnerable printers using the search engine Shodan used for finding vulnerable devices.[17] [25] In January 2019, more than 65,000 of Google'southward Chromecast streaming dongles were hacked past HackerGiraffe and j3ws3r, displaying a bulletin on smart TVs urging people to subscribe to PewDiePie and adjust their security settings.[26] [27] However, despite positive feedback from some people, one of the hackers anonymously revealed to the BBC that he suffered a breakup due to the prospect of facing jail fourth dimension and angry letters urging him to commit suicide, but did not regret lowering the number of vulnerable personal devices.[28] Also in January, dozens of Nest cameras were compromised by a hacker under the pseudonym "SydeFX" using credential stuffing, who spoke to victims through the cameras, enervating they subscribe to PewDiePie.[29]

Hacking was not limited to hardware. In Dec 2018, 1 of The Wall Street Journal 'southward websites was hacked to brandish a message apologizing for articles accusing PewDiePie of antisemitism and to tell readers to subscribe to his YouTube channel.[17] [25] The hacker j3ws3r likewise took downwards T-Series' website with a denial-of-service attack.[24] In February 2019, Bob Buckhorn, the mayor of Tampa, Florida, had his Twitter account hacked to postal service malicious tweets, i of these encouraging users to subscribe to PewDiePie.[30] On 22 March 2019, a user on the PewDiePie subreddit developed ransomware by the proper name PewCrypt that encrypted files on Microsoft Windows machines. The assaulter claimed he would release an encryption fundamental when PewDiePie hit the 100 million subscriber milestone, however, the author claimed that if T-Series claimed that goal offset, the decryption tool would be deleted permanently.[31]

Other activism

On 4 November 2018, a group of young fans began to hand out posters in Dhaka, the upper-case letter urban center of Bangladesh,[32] which PewDiePie acknowledged in a YouTube video.[33] [34] On 27 February 2019, Basketball Gild Žalgiris based in Kaunas, Republic of lithuania, had cheerleaders performing "Bitch Lasagna" during a time-out.[35]

Several marches were held in support of PewDiePie. On 27 February 2019, a parade was held in Tallinn, Estonia in back up of PewDiePie. Upwards to several hundreds of people took part in the march, which went through Tallinn'south Old Town and other busy areas of the city centre.[36] [37] During the 2019 India–Islamic republic of pakistan standoff, T-Series removed the music of Pakistani pop artists from its aqueduct. In response, at that place was a march in Islamic republic of pakistan where protesters held signs reading "Unsubscribe T-Series" and expressed their support for PewDiePie.[38] On 10 March 2019, a rally was held in Moscow for internet liberty, coordinated by the Libertarian Party of Russian federation. During the rally protesters played "Bitch Lasagna" and held signs which read "Sub to PewDiePie".[39] [40]

On 12 March 2019, indie game developer Thomas Brush released a video game on itch.io based on PewDiePie vs T-Series called Zero Deaths, which takes identify in a post-apocalyptic setting where PewDiePie must defend Marzia Bisognin, his wife, from fake YouTube subscribers known as "sub bots".[41]

On 29 April 2019, a plane flew over New York City with a imprint fastened saying "Subscribe to PewDiePie".[42] More than than 21,000 people watched PewDiePie's live stream on DLive showing the plane with its imprint fly over the city.[42] During the live stream, PewDiePie said that the event (which happened after his asking to end efforts against T-Series) was "a nice niggling wrap up" to the Subscribe to PewDiePie meme.[42] The flying and banner, which cost more than than $iv,500, were crowdfunded past PewDiePie's fanbase.[42]

The right-wing populist Britain Independence Political party announced their support for PewDiePie in a tweet.[43] [44] In an October 2019 interview with Kevin Roose of The New York Times, Kjellberg said of UKIP's support that "It's kind of funny how a political party would mail about a meme" but that "it'southward also kind of like, Ehh, don't elevate me into your politics."[45]

Criminal acts

Although PewDiePie told his fans not to exercise "annihilation illegal" in their activism,[37] some supporters committed criminal acts of vandalism to spread the "Subscribe to PewDiePie" meme. In March 2019, the Brooklyn War Memorial was vandalized with graffiti reading "Subscribe to PewDiePie".[37] The New York Urban center Department of Parks and Recreation said that they would remove it.[46] PewDiePie later condemned the action,[fifteen] [47] and stated that he had made a donation to the park.[48] Another vandalism case occurred two days prior when "SUB 2 pewdiepie" was written on a school's belongings in Oxford, United Kingdom.[49]

In the moments leading up to the 15 March 2019 Christchurch mosque shootings, the perpetrator said, "Remember lads, subscribe to PewDiePie", equally he live-streamed the shootings.[fifty]

Support of T-Series

The rivalry between PewDiePie and T-Serial received more attending in Bharat due to controversial actions by PewDiePie and his fans. PewDiePie's "Bitch Lasagna" diss track contained some derogatory lyrics virtually Indian people that some Indians institute offensive. Many of PewDiePie's fans had engaged in negatively spamming and trolling the T-Series channel,[51] which included swarming T-Series' videos with PewDiePie-related comments, disliking videos, and flagging their videos with fake reports.[52] A number of PewDiePie'due south fans and supporters had also been making anti-Indian remarks and using racial slurs.[53] [54]

The deportment of such fans led to several independent Indian YouTubers announcing their opposition to PewDiePie and support for T-Series.[54] [53] In November 2018, Indian-Canadian comedian and YouTuber Jus Reign uploaded a video called "In Defense of T-Serial", where he talks almost T-Series, mentions his childhood listening to their music, and shows a brusk music video at the end celebrating T-Series.[55] In response to PewDiePie's "Bowwow Lasagna" diss track, several Indian YouTubers responded with their own Hindi-language diss tracks against PewDiePie. Tatva Chiliad released his diss track "Pew Ki Pie" in Nov 2018, followed by Asif Bantaye releasing his diss runway "PENDUBHAI" in December 2018. On 1 January 2019, Indian YouTuber CarryMinati, released a diss track called "Bye PewDiePie", which garnered nearly 5million views in 24 hours.[54] [53]

Response

PewDiePie

In August 2018, PewDiePie posted a video titled "this channel volition overtake PewDiePie" in which he jokingly rallied his fans against T-Series. The video besides referenced the KSI vs. Logan Paul YouTube battle match, which similarly involved a rivalry between two major YouTubers.[52] On 5 October 2018, PewDiePie, in collaboration with musician Party In Lawn, posted a diss runway confronting T-Serial, titled "Bitch Lasagna".[xvi] [56] The title of the song is in reference to a viral Facebook Messenger screenshot, in which an Indian man, in broken English language, demands nude photos of a Western woman, and when his requests remain unanswered, refers to her as "bowwow lasagna".[57] In the song, he insults T-Serial and their video contents, makes references to contemporary Indian stereotypes and accuses the company of using sub bots to proceeds simulated subscriptions.[58] [59]

After he was asked near his "serious opinions" about the situation, PewDiePie said: "I don't really care almost T-Series, I genuinely don't, but I call back if YouTube does shift in a manner where it does feel more corporate, [then] something else will have its place. I think people enjoy this connection and so much, I think something else will merely evidence up, if it feels too corporate."[sixty] He also blamed YouTube for a lack of support toward individual YouTubers.[9] Speaking to Metro in November 2018, PewDiePie said that he was "surprised no one has stepped upwards sooner", referring to T-Series competing for the most-subscribed spot.[61]

In Dec 2018, PewDiePie made a video calling on his viewers to support the Indian not-governmental organization Kid Rights and You, in response to some of his fans' anti-Indian sentiment. In the video, Kjellberg says "No more 'f*ck Republic of india', allow's (instead) help India." He raised £173,682, including a donation by Minecraft creator Markus Persson, and likewise ran a charity live stream the adjacent day.[xiv] [62]

On three February 2019, PewDiePie live-streamed himself playing Fortnite on YouTube in an attempt to stop T-Series from surpassing him.[63] He later on ran two more live streams for the same purpose, playing Roblox on ane occasion, [64] [65] and minigames in Minecraft on another.[66]

On 27 March 2019, T-Series surpassed PewDiePie. Following this, PewDiePie suggested through Twitter that the "winner" of the competition would be whoever reached 100 million subscribers starting time.[67] On 31 March, he posted another diss track: an upbeat synth-popular/hip-hop music video with YouTubers RoomieOfficial and Boyinaband, titled "Congratulations", which sarcastically congratulated T-Series for surpassing him.[15] [68] [69] In the music video, PewDiePie mocks how T-Serial sent him a stop and desist letter alleging that his actions and lyrics of "Bitch Lasagna" were defamatory. The video also criticizes T-Series for declared tax evasion and the fact that the company was founded through the selling of pirated songs.[68] [xv] Following PewDiePie'south upload of the song, he regained the number one spot.[70] [71]

On 28 April 2019, PewDiePie requested in a video that his viewers end the "Subscribe to PewDiePie" meme, stating that it "started out of dearest and support, then let's end it with that."[72] He likewise discussed the mental toll the Christchurch shooter's mention of his name had on him, stating "to have my name associated with something so unspeakably vile has affected me in more ways than I've permit shown. I just didn't want to address information technology right away, and I didn't desire to give the terrorist more attention. I didn't want to arrive virtually me, because I don't think it has anything to do with me. To put it plainly, I didn't want hate to win ... But it's clear to me now the 'Subscribe to PewDiePie' movement should accept ended then."[72]

PewDiePie tweeted that he felt "sickened" to have his name uttered past the assaulter, and expressed his condolences to the victims' loved ones.[47] [73] Those who had helped to popularize the meme, like Ethan Klein, were repulsed that the phrase had been used every bit a call to arms past the assailant, and urged people to stop spreading the meme, hoping that it would die out.[74] The perpetrator of the 27 April 2019 Poway synagogue shooting also mentioned PewDiePie,[75] claiming without show that the shooting was planned and financed by PewDiePie.[76]

Following the 2019 Christchurch shootings, Kevin Roose of The New York Times wrote that the perpetrator's goal behind saying "subscribe to PewDiePie" during his livestream of the assault "may take been to pull a popular internet figure into a fractious blame game and inflame political tensions everywhere."[77] CNN-News18 reported a tweet cautioning that the shooter's intended result was that haters of PewDiePie would be inclined to arraign PewDiePie rather than the shooter in society to "farther [the accusers'] political agenda."[78]

T-Series

In September 2018, T-Serial president and head of its digital division Neeraj Kalyan said "Information technology's a thing of pride for all Indians that an Indian YouTube Channel volition shortly exist world'southward biggest aqueduct on YouTube".[79] He also addressed PewDiePie fans, stating "No amount of spamming volition be able to agree back the power of good music."[80] Kalyan further added that the channel'southward overseas viewership had increased every bit a result of the subscriber race, stating that "people in the West, or in the E as far as Japan were not fifty-fifty aware of us. They now know well-nigh united states considering of all that controversy."[four]

T-Series chairman and director Bhushan Kumar, son of late founder Gulshan Kumar, told the BBC in Dec 2018 that he had never heard of PewDiePie until "a few months ago".[5] He stated he was "really not bothered about this race" and voiced his confusion every bit to why PewDiePie was "taking this so seriously", adding that they were "not competing with him."[17] In February 2019, Kumar was reported past The Washington Post to have said that "Everybody knows T-Serial across the earth at present. If we had go number i on our own, nobody would take known nearly us."[44]

On vi March 2019, Kumar tweeted "We're on the brink of becoming the globe'due south biggest @YouTube channel. Nosotros can make history. Nosotros can make India win. Subscribe to @TSeries", posting a video encouraging Indians to subscribe to T-Serial' channel. In the video, he stated "this is a historic movement for all of us, and then let's come up together and subscribe to T-Series' YouTube aqueduct and make Republic of india proud."[81] [82]

In April 2019, T-Series sought a court society from the Delhi High Court to remove PewDiePie'south diss tracks from YouTube. Despite PewDiePie's argument that these diss tracks were "done in good fun", the court issued a temporary injunction in favour of T-Serial on 8 April 2019. The complaint against Kjellberg claimed that his songs were "defamatory, disparaging, insulting, and offensive," and noted that comments on the videos were "abusive, vulgar, and also racist in nature." Access to the diss tracks on YouTube was blocked in India.[83] [84] In Baronial 2019, information technology was reported that T-Series and PewDiePie had settled their legal disputes exterior of courtroom.[85]

In an May 2019 interview with Sangeeta Tanwar from Quartz India, when asked the question "What does being the number one channel on YouTube mean to you? Does it help business?" Kumar said:[86]

"We were never in this tussle to become number one or two with anyone. But all along there were these sarcastic comments from PewDiePie. And that's how we decided to respond to the comments. I launched the #BharatWinsYouTube campaign, seeking more subscriptions from Indians. For the states, this status does not issue in any change on the commercial front end. However, it changes the perception about who nosotros are. With these developments, T-Serial gets promoted. What is heartening is that now nosotros are seeing growth even in countries where people were not watching our channel earlier."

—Sangeeta Tanwar, T-Series chief says PewDiePie asked for a YouTube fight and got it, Quartz Bharat (May 2019)

YouTube

Referring to T-Series' rise to prominence on YouTube, YouTube Asia Pacific's managing managing director Gautam Anand told The New York Times: "As more and more of India came along, video became the way that they were interacting with the internet", mentioning that 85 percent of Indian internet users used YouTube. He furthered, "Even if you're non literate, y'all nonetheless enjoy watching video",[87] and mentioned: "Bharat is a actually great vivid spot. It's ane of the fastest-growing markets even within Asia."[4]

On 13 December 2018, YouTube removed a large number of bot and inactive subscribers from the platform. The change affected the subscriber count of both channels in the competition: PewDiePie lost over 40,000 subscribers and T-Series lost more than 200,000 subscribers from its main aqueduct.[88]

Media

Anthony Cuthbertson of The Independent described the rivalry as a shift in how established media companies viewed YouTube.[60] The Guardian 's Nosheen Iqbal described T-Serial as "a challenger from the streets of Delhi", referring to the origins of its founder Gulshan Kumar, who was a fruit juice seller when he founded the company.[17]

Vocalism's Aja Romano noted that the competition represented the growing divide of subcultures on YouTube—on one side were the creators who had adult their own channels over the form of YouTube'due south history, and on the other side corporations who used YouTube as a platform to advertise their shows from external platforms.[89]

Patricia Hernandez of The Verge compared the rivalry to the KSI vs Logan Paul YouTube boxing match. She described PewDiePie's antagonism as "all for show" and stated that "rivalries play a huge function on YouTube considering they give viewers narratives where pseudo-heroes and villains be with low (if any) stakes."[52]

The Washington Mail reported that the success of T-Series represented the fast growth of Cyberspace in India, with an increment from 20 1000000 Indians with Internet access in 2000 to 560 million in 2018.[44] The Mail noted that Bharat became the 2nd-largest mobile phone market in 2018, and highlighted mobile data plans in India, noting the importance of voice engineering science because of the depression rate of literacy in India. Journalist Ravi Agrawal said that India quickly progressed to cheap mobile phones by skipping slower initial technological advances in the westward.[44] Vice reported that T-Serial' success lay in focusing on regional audiences and having no competitors in online music in India.[ninety]

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External links

  • PewDiePie vs T-Series live subscription count by Social Blade
  • PewDiePie'due south channel on YouTube
  • T-Serial' aqueduct on YouTube

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