The chairman behind Bollywood production company T-Series, Bhushan Kumar, has revealed why his channel didn’t want to go head-to-head with PewDiePie in the battle for YouTube supremacy, but was forced to.
For the latter half of 2018, and the better part of 2019, Felix ‘PewDiePie’ Kjellberg had been locked in a war with T-Series to keep his spot atop of the YouTube throne.
While many may think that the battle between the two channels would be all about glory and bragging of rights of being number one, for T-Series especially, it wasn’t really that way. The new-found success for T-Series only came because of Pewds’ continual mocking of the ‘fight.’
In an interview with Quartz India, T-Series chairman Bhushan Kumar revealed why his channel decided to get into the fight with PewDiePie, and what fallout the victory has had.
“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.”
However, the T-Series boss noted that the success hasn’t changed all that much on the commercial front of the channel but, instead, has changed the perception of the company - picking up a global audience instead of just growing domestically.
The Bollywood-based channel was able to dethrone the Swede back in April and has since run up the score, growing the gap between the two channels to a chasm that not even PewDiePie will be able to pull back.
Being able to grow a channel on a global scale, will, of course, help in some capacity when it comes to growing the commercial side of the business. However, being able to sustain the new success will have an even bigger impact.
Pewds called time on the 'sub war,' by retiring the 'Subscribe to PewDiePie' message that had helped him grow in the fight because it had spiraled way out of control.
It remains to be seen if T-Series’ ability to win the war with PewDiePie will help them roll the momentum into becoming a real global powerhouse, or if viewers will go away once the Swede moves on to his next battle.