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| colspan=2 | {{dts|27 March 2019}} at 04:30 – 1 April 2019 at 12:03 | colspan=2 | {{dts|27 March 2019}} at 04:30 – 1 April 2019 at 12:03
| T-Series takes back the lead with the subscriber gap peaking at over 37,000 subscribers. PewDiePie, however, is unable to close the gap, causing T-Series to hold the lead for over 24 hours.<ref name="overtake 28/03" /> As the lead enters its second consecutive day, T-Series' lead over PewDiePie peaks at over 65,000 subscribers. A subscriber audit on PewDiePie further stretches the lead. Entering the third day of the streak, T-Series's lead over PewDiePie reaches a high of over 96 thousand subscribers. On the fourth day, the subscriber gap between T-Series and PewDiePie reaches over 110 thousand.<ref name="ytArchive1april"/><ref>{{Cite web|url=https://twitter.com/subgap/status/1112038523547369473|title=Subgap signing off for now. T-series is in the lead by 100K...|last=subgap|first=|date=2019-03-30|website=Twitter|language=en|access-date=2019-04-01}}</ref> The subscriber gap dwindled between T-Series and PewDiePie as PewDiePie released a video called "Congratulations": a diss track and a thank you to his subscribers. At 12:03 on 1 April, PewDiePie took the lead, growing rapidly with over 400 subscribers a minute.<ref>{{Cite web|url=https://twitter.com/subgap/status/1112687071443980290|title=CONGRATULATIONS! PEWDIEPIE IS BACK IN THE LEAD! THIS. IS. EPIC!|last=subgap|first=|date=2019-04-01|website=@subgap|language=en|access-date=2019-04-02}}</ref><ref name="ytArchive1april"/> The subscriber gap has peaked and is still growing at 430,000. | T-Series takes back the lead with the subscriber gap peaking at over 37,000 subscribers. PewDiePie, however, is unable to close the gap, causing T-Series to hold the lead for over 24 hours. As the lead enters its second consecutive day, T-Series' lead over PewDiePie peaks at over 65,000 subscribers. A subscriber audit on PewDiePie further stretches the lead. Entering the third day of the streak, T-Series's lead over PewDiePie reaches a high of over 96 thousand subscribers. On the fourth day, the subscriber gap between T-Series and PewDiePie reaches over 110 thousand.<ref name="ytArchive1april"/><ref>{{Cite web|url=https://twitter.com/subgap/status/1112038523547369473|title=Subgap signing off for now. T-series is in the lead by 100K...|last=subgap|first=|date=2019-03-30|website=Twitter|language=en|access-date=2019-04-01}}</ref> The subscriber gap dwindled between T-Series and PewDiePie as PewDiePie released a video called "Congratulations": a diss track and a thank you to his subscribers. At 12:03 on 1 April, PewDiePie took the lead, growing rapidly with over 400 subscribers a minute.<ref>{{Cite web|url=https://twitter.com/subgap/status/1112687071443980290|title=CONGRATULATIONS! PEWDIEPIE IS BACK IN THE LEAD! THIS. IS. EPIC!|last=subgap|first=|date=2019-04-01|website=@subgap|language=en|access-date=2019-04-02}}</ref><ref name="ytArchive1april"/> The subscriber gap has peaked and is still growing at 430,000.
|} |}


Revision as of 00:00, 6 April 2019

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YouTube competition

PewDiePie at PAX 2015T-Series' logo

PewDiePie vs T-Series is an online competition between two YouTube channels, PewDiePie (run by Felix Kjellberg) and Indian record company T-Series (run by a company owned by Krishan Kumar), for the title of the most-subscribed channel on the video-sharing website. T-Series has held the title of most-viewed channel since early 2017, and PewDiePie had been the most-subscribed channel since 2013. T-Series has temporarily overtaken PewDiePie on numerous occasions in 2019, and on March 27th, 2019, they became the most subscribed channel for five consecutive days before PewDiePie retook the lead.

Many influencers, but mainly YouTubers have voiced their support for PewDiePie. The most prominent of them is YouTuber Mr Beast, who made many videos using extravagant methods to persuade more people to subscribe to PewDiePie, with the most popular one being "I Bought Every Billboard In My City For This", wherein he bought mutiple ads to advertise PewDiePie's channel. Other people who have openly supported PewDiePie include Elon Musk, Jacksepticeye, Markiplier, Logan Paul, h3h3, Jacksfilms, Justin Roberts, Greg Sestero, The Great Khali and Boogie2988. Many of PewDiePie's fans have made efforts to gain subscribers for his channel through numerous methods, the most popular one being flyposting. Supporters of PewDiePie often use the slogan "Subscribe to PewDiePie'.Other YouTubers such as CarryMinati and Jus Reign have voiced their support for T-Series.

Activism of PewDiePie supporters has extended beyond the competition itself; with hackings of websites, social media accounts, personal devices, and the creation of malware have taken place in order to tell users to subscribe to his channel.

Background

PewDiePie

Felix Kjellberg, known online as PewDiePie, is a Swedish YouTuber who makes comedy videos and has previously made Let's Play videos. His channel had the most subscribers from 2013 until 27 March 2019, when he was finally surpassed by T-Series, but took back the top spot on 1 April 2019. He has over 93 million subscribers and 20.9 billion views as of 4 April 2019. He has referred to his fan base as the "bros" and the "9-year-old army".

T-Series

T-Series is an Indian music record label and film production company. On YouTube, it has a multi-channel network consisting of 29 channels, run by a team of 13 people, with 92 million combined subscribers in total as of November 2018. The main T-Series channel primarily contains Indian music videos (Bollywood music and Indi-pop) as well as Bollywood film trailers, and uploads several videos every day. T-Series became the most-viewed channel on YouTube in February 2017, having over 66.3 billion views as of 2 April 2019. The channel has over 92 million subscribers As of 1 April 2019, and is currently the 2nd most subscribed channel.

Timeline of T-Series' subscriber-count overtakings

Since February 2019, the daily subscriber increases and overall subscriber counts of PewDiePie and T-Series have converged and T-Series has frequently surpassed PewDiePie in subscribers for short periods of time. The following is a list of notable times when T-Series surpassed PewDiePie As of 5 April 2019 (UTC):

# Date Time (UTC) Notes
1 22 February 2019 20:04 – 20:12 A routine audit causes PewDiePie to lose 22,000 subscribers.
2 9 March 2019 14:19 – 14:24 PewDiePie is overtaken by T-Series for five minutes.
3 11 March 2019 05:09 – 05:27 T-Series takes a small lead after a routine YouTube audit.
4 13 March 2019 03:35 – 03:57 T-Series suddenly takes a 4,000 subscriber lead.
5 19 March 2019 09:51 – 09:53 T-Series surpasses PewDiePie 4 times with short leads.
6 20 March 2019 18:32 – 19:20 T-Series surpasses PewDiePie with an 11,972-subscriber lead after a routine audit, in which PewDiePie lost 2,700 subscribers and T-Series gains 10,700 subscribers.
7 21 March 2019 04:31 – 16:08 T-Series surpasses PewDiePie with a 34-thousand-subscriber lead and holds it for eleven and half hours (which was the longest pass at the time), after which PewDiePie regains the top spot.
8 22 March 2019 09:22 – 09:22; 10:20; 11:35 – 11:46 T-Series surpasses PewDiePie on multiple occasions with small leads.
9 22 March 2019 18:16 – 18:45 A routine audit causes PewDiePie to lose 4,000 subscribers.
10 25 March 2019 07:35 – 22:44 After the lead switching numerous times, T-Series takes a lead, which peaks at 19,000 subscribers at approximately 18:15. This lead stands for fifteen hours and nine minutes, after which PewDiePie regains his top spot. PewDiePie is held back by a routine audit that gave T-Series a 4,000-subscriber lead.
11 26 March 2019 08:00 – 22:40 PewDiePie loses the top position for approximately one minute before recovering, but T-Series takes back the top spot for 14 hours and 40 minutes in total, peaking at around 19,000 subscribers.
12 27 March 2019 at 04:30 – 1 April 2019 at 12:03 T-Series takes back the lead with the subscriber gap peaking at over 37,000 subscribers. PewDiePie, however, is unable to close the gap, causing T-Series to hold the lead for over 24 hours. As the lead enters its second consecutive day, T-Series' lead over PewDiePie peaks at over 65,000 subscribers. A subscriber audit on PewDiePie further stretches the lead. Entering the third day of the streak, T-Series's lead over PewDiePie reaches a high of over 96 thousand subscribers. On the fourth day, the subscriber gap between T-Series and PewDiePie reaches over 110 thousand. The subscriber gap dwindled between T-Series and PewDiePie as PewDiePie released a video called "Congratulations": a diss track and a thank you to his subscribers. At 12:03 on 1 April, PewDiePie took the lead, growing rapidly with over 400 subscribers a minute. The subscriber gap has peaked and is still growing at 430,000.

Activism

Support of PewDiePie

By YouTubers

The first prominent YouTuber to support PewDiePie was MrBeast (Jimmy Donaldson), who bought billboards and radio advertisements in North Carolina urging people to subscribe to PewDiePie's channel. He also created a video of himself saying "PewDiePie" 100,000 times in a period of over 12 hours. MrBeast and his friends attended Super Bowl LIII, wearing t-shirts reading "Sub 2 PewDiePie". The group was prominently displayed in an ESPN tweet after Stephen Gostkowski had missed a field goal during the 1st quarter.

Other prominent YouTubers have publicly campaigned for subscribing to PewDiePie, while others such as Markiplier, Jacksepticeye and Logan Paul have made videos or tweets announcing their support for PewDiePie in the competition, often under the slogan, "Subscribe to PewDiePie".

YouTuber Justin Roberts, a member of the group Team 10, bought a billboard in New York's Times Square saying the same. Markiplier made a tongue-in-cheek live stream titled "I literally won't shut up until you subscribe to PewDiePie" telling his viewers to subscribe to PewDiePie's channel. Jacksepticeye did a live stream telling his viewers to subscribe to PewDiePie's channel and jokingly threatened to delete his channel if T-Series surpasses PewDiePie.

Smaller Youtubers have also promoted PewDiePie. In reaction to MrBeast's advertising campaign, Saimandar Waghdhare, an independent 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. However, he later released a video in which he declares his support to PewDiePie. Musician Davie504 flew from Hong Kong to Noida and played "Bitch Lasagna", PewDiePie's diss track against T-Series, outside their headquarters on a bass guitar. Goose Wayne "Batman" said in a YouTube video that he would "fight T-Series to the death" for PewDiePie after appearing on the Dr. Phil talk show. In February 2019, YouTuber and author Alfie Deyes announced his support for PewDiePie in a tweet.

YouTube Rewind 2018: Everyone Controls Rewind, the 2018 video edition of the annual YouTube recap, became the most-disliked video on the platform after a heavy backlash. One of the cited reasons for the criticism was the lack of coverage of the competition between PewDiePie and T-Series. YouTuber Jaiden Animations, however, had contributed to the video, and her animation includes several hidden icons and objects related to PewDiePie.

Hackings

A hacker under the pseudonym "HackerGiraffe" sent print jobs to around 50,000 vulnerable printers in November, and another hacker under the pseudonym "j3ws3r" did the same to around 80,000 printers in December. Messages were printed out saying "PewDiePie is in trouble and he needs your help to defeat T-Series!" and urging printer users to subscribe to PewDiePie, unsubscribe from T-Series, and fix their printer. HackerGiraffe claimed that he had discovered more than 800,000 vulnerable printers using the search engine Shodan used for finding vulnerable devices. In January 2019, more than 65,000 of Google’s Chromecast streaming dongles were hacked by HackerGiraffe and j3ws3r, displaying a message on smart TVs urging people to subscribe to PewDiePie and adjust their security settings. However, despite positive feedback from some people, one of the hackers anonymously revealed to the BBC that he suffered a breakdown due to the prospect of facing jail time and angry messages urging him to commit suicide. Both hackers are in hiding, but do not regret their decisions due to a lower number of vulnerable printers which they believe is due to their hack. 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, demanding they subscribe to PewDiePie.

Hacking was not limited to hardware. In December 2018, one of the Wall Street Journal's websites was hacked to display a message apologising for articles accusing PewDiePie of anti-Semitism and to tell readers to subscribe to his channel. The hacker j3ws3r also took down T-Series' website with a denial-of-service attack. In February 2019, Bob Buckhorn, the mayor of Tampa, Florida, had his Twitter account hacked to post many malicious tweets one of these being to encourage users to subscribe to PewDiePie. On March 22, 2019, A user on the PewDiePie sub-reddit developed ransomware by the name PewCrypt that encrypted files on Microsoft Windows machines. The attacker claimed he would release an encryption key when PewDiePie hit the 100 million Subscriber milestone, however, the author claimed that if T-Series claims that goal first, the encryption tool would be deleted permanently.

Other activism

The UK Independence Party announced their support for PewDiePie in a tweet.

On 27 February 2019, a march was held in Tallinn, Estonia in support of PewDiePie. Up to several hundreds of people took part in the parade, which went through Tallinn's Old Town and other busy areas of the city centre.

The same day Basketball Club Žalgiris based in Kaunas, Lithuania had cheerleaders performing to "Bitch Lasagna" during a time-out.

During the 2019 India–Pakistan standoff, T-Series removed the music of Pakistani pop artists from its channel. In response, there was a march in Pakistan where protesters held signs reading "Unsubscribe T-Series" and expressed support for Pewdiepie.

On 10 March 2019, a rally was held in Moscow to make internet freedom, coordinated by Libertarian Party of Russia. During the rally protesters played Bitch Lasagna and held signs which read "Sub to PewDiePie".

Criminal acts

In March 2019, the Brooklyn War Memorial was vandalized with graffiti saying "Subscribe to PewDiePie". The New York City Department of Parks and Recreation said that they would remove it. PewDiePie later condemned the action. He had previously told his supporters not to do "anything illegal" in their activism.

In the moments leading up to the 15 March 2019 Christchurch mosque shootings, the perpetrator said, "Remember lads, subscribe to PewDiePie," as he livestreamed the shootings. Those who had helped to popularize the meme, like Ethan Klein, were repulsed that the phrase had been used as a call to arms by the attacker, and urged people to stop spreading the meme, hoping that it would die out.

Support of T-Series

The rivalry between PewDiePie and T-Series got more attention in India after controversial actions by PewDiePie and his fans. PewDiePie's "Bitch Lasagna" diss track contained some derogatory lyrics about Indian people that some Indians found offensive. Many of PewDiePie's fans have engaged in negatively spamming and trolling the T-Series channel, which included swarming T-Series' videos with PewDiePie-related comments, leaving dislikes on their videos, and flagging their videos with false reports. A number of PewDiePie's fans and supporters have also been making anti-Indian remarks and using racial slurs. This has led to several independent Indian YouTubers announcing their opposition to PewDiePie and support for T-Series.

In November 2018, Indian-Canadian comedian and YouTuber Jus Reign uploaded a video called "In Defense of T-Series", where he talks about T-Series, mentions his childhood listening to their music, and shows a short music video at the end celebrating T-Series.

In response to PewDiePie's "Bitch Lasagna" diss track, several Indian YouTubers responded with their own Hindi-language diss tracks against PewDiePie. Tatva K released his diss track "Pew Ki Pie" in November 2018, followed by Asif Bantaye releasing his diss track "PENDUBHAI" in December 2018. On 1 January 2019, CarryMinati, a PUBG player and one of India's top ten YouTubers, released a diss track called "Bye PewDiePie", which garnered nearly 5 million views within 24 hours.

Responses

PewDiePie

In August 2018, PewDiePie posted a video titled "this channel will over take PewDiePie" in which he jokingly rallied his fans against T-Series. The video also referenced the KSI vs. Logan Paul YouTube boxing match, which similarly involved a rivalry between two major YouTubers.

On 5 October 2018, PewDiePie—in collaboration with Party In Backyard—posted a diss track against T-Series, titled "Bitch Lasagna". In the song, he throws insults towards T-Series and their video contents, makes references to contemporary Indian stereotypes and questioned the legitimacy of T-Series' subscriber count by accusing the company of using "sub bots" to gain false subscriptions.

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

On 2 December 2018, as the gap between the numbers of subscribers rapidly shrank, PewDiePie tweeted "It looks like this is it bois." After multiple high-profile YouTubers posted videos supporting him, PewDiePie made a video the next day calling for his viewers to support the Indian non-governmental organisation Child Rights and You, in response to some of his fans' anti-Indian sentiment. He raised £173,682, including a donation by Minecraft creator Markus Persson, and also ran a charity live stream the next day.

On 3 February 2019, PewDiePie live streamed himself playing Fortnite on YouTube to stop T-Series from surpassing him. A week later, PewDiePie did another live-stream in an attempt to stay ahead of T-Series, this time playing Roblox. His account was then deleted by Roblox, reportedly because of his past behaviour. PewDiePie's account was restored the next day and Roblox has said that he was "incorrectly banned". On 17 February 2019, PewDiePie did a third live stream of himself playing minigames in Minecraft in another attempt to stay ahead of T-Series.

On 15 March 2019, in response to the gunman in the Christchurch mosque shootings who said, "Subscribe to PewDiePie" during his livestream before carrying out the attack, PewDiePie tweeted: "Just heard news of the devastating reports from New Zealand Christchurch. I feel absolutely sickened having my name uttered by this person. My heart and thoughts go out to the victims, families and everyone affected by this tragedy."

On 27 March 2019, T-Series surpassed PewDiePie. Following this, PewDiePie anounced through both Twitter and Youtube that the "winner" of this competition would be whoever reached 100 million subscribers first. On 31 March 2019, PewDiePie posted another diss track, ironically congratulating T-Series for gaining the number 1 spot (this time an upbeat synth pop/hip-hop music video with Youtubers Roomie, Boyinaband, and MrBeast) titled "Congratulations". In the music video, PewDiePie mocks the topic of how T-Series sent him a cease and desist letter alleging that his actions and lyrics of "Bitch Lasagna" were defamatory, especially "hold their defecation", which Kjelberg claims is not defamatory content. The video also criticizes T-Series for alleged tax evasion and the fact that the company was founded through selling of pirated songs. The video noted by the solemn tone thanks his fans for sticking with him through his YouTube career and references past notable videos. Nevertheless, following PewDiePie's upload of the song, he regained the #1 spot.

T-Series

In September 2018, T-Series president and head of its digital division Neeraj Kalyan said "It's a matter of pride for all Indians that an Indian YouTube Channel will soon be world's biggest channel on YouTube". He also responded to PewDiePie fans by stating that "No amount of spamming will be able to hold back the power of good music." Kalyan further added that the channel's overseas viewership has increased as a result of the subscriber race, stating that "people in the West, or in the East as far as Japan were not even aware of us. They now know about us because of all that controversy."

T-Series chairman and managing director Bhushan Kumar, son of late founder Gulshan Kumar, told the BBC in December 2018 that he had previously never heard of PewDiePie until "a few months ago". Bhushan Kumar said he's "really not bothered about this race" and followed up with "I don't even know why PewDiePie is taking this so seriously." He added that they "are not competing with him." In February 2019, Kumar was reported by The Washington Post to have said that "Everybody knows T-Series across the world now. If we had become number one on our own, nobody would have known about us."

On 6 March 2019, Kumar tweeted that T-Series is "on the brink of becoming the world's biggest @YouTube channel. We can make history. We can make India win. Subscribe to @TSeries", posting a video encouraging Indians to subscribe to T-Series' channel. In the video, he stated that "his is a historic movement for all of us so let's come together and subscribe to T-Series YouTube channel and make India proud." PewDiePie responded by saying that T-Series is "getting desperate".

In March 2019, T-Series changed their channel's banner to thank fans for making it the largest YouTube channel. The banner also said "Making India Proud". On 1 April, after PewDiePie took the lead, T-Series switched the banner back to its latest artist's debut performance.

YouTube

On 13 December 2018, YouTube removed a large number of bot and inactive subscribers from the platform. As a result, PewDiePie lost over 40,000 subscribers and T-Series lost more than 200,000 subscribers from its main channel.

Media analysis

The rivalry has been described as a "David vs Goliath" because T-Series is a multi-channel network that can create multiple videos a day, whereas PewDiePie is an independent, standalone channel. The Independent has described it as a shift in how established media companies viewed YouTube in 2018. The Guardian described T-Series as "a challenger from the streets of Delhi", in reference to the origins of its founder Gulshan Kumar, who was a fruit juice seller when he founded the company.

Vox says that this competition represents the growing divide of subcultures on YouTube—on one side are the creators who have developed their own channels over the course of YouTube's history, and on the other side sit corporations who use YouTube as a platform to advertise their shows from external platforms.

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

The Washington Post has reported that the success of T-Series represents the fast growth of Internet in India with an increase from 20 million Indians with Internet access in 2000 to 560 million in 2018. The Post noted that India became the second-largest mobile phone market in 2018. It also highlighted mobile data plans in India and noted the importance of voice technology because of the low 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 west. Vice reported that T-Series' success lies in focusing on regional audiences and that T-Series does not have competitors in online music in India.

Other events

In September 2018, the YouTube channel FlareTV started a popular live stream showing the live subscriber counts of both channels, as well as the subscriber difference between the two channels. In October 2018, social media statistics and analytics website Social Blade started a similar livestream showing similar information.

Notes

  1. Not including genre-based categories created and maintained by YouTube

References

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