T-Series, a 33-year-old Indian music label, has gained subscribers at an astonishing pace for its YouTube channel. Each day it posts several music videos from Bollywood movies and indie-pop artists.
As of Friday morning, the gap between its subscribers and PewDiePie’s subscribers on YouTube had narrowed to less than 155,000. Video marketing companies like Tubular Labs say T-Series is “on course to surpass” PewDiePie’s 83.4 million subscribers within days.
T-Series is already No. 1 on another metric: the most-watched YouTube channel. Its videos have 60 billion — that’s billion, with a “b” — views. To put it in perspective: That figure is more than three times the number of views on Justin Bieber or Katy Perry’s YouTube channel.
Based in Mumbai, T-Series was launched by music pioneer Gulshan Kumar, whose father ran a fruit-juice shop. From creating cheap knockoffs of hit songs on cassettes to tapping into the genre of devotional music, T-Series found ways to best its rivals and stay ahead of the curve. Since Kumar’s death in 1997, the company has been headed by his son, Bhushan.
Bhushan Kumar’s decision to embrace the digital era by putting music online in the early 2000s and his subsequent foray into movie production — tapping directly into India’s obsession with Bollywood — has helped T-Series grow into a $101 million company.
This year, T-Series has about 20 films featuring top stars slated for release. Apart from Bollywood films and music, the company has also invested in independent singers like Guru Randhawa, whose music video “Lahore” is T-Series’ top draw with 662 million views. Sung in his native language, Punjabi, it features him driving a snazzy sports car singing about a girl whom he compares to Lahore’s beauty and London’s weather. T-Series has also produced a Randhawa collaboration with rapper Pitbull.
But the crucial force behind T-Series’ impending domination of YouTube is the tens of millions of Indians getting online for the first time. In 2000, 20 million Indians had access to the Internet. By 2018, the number had ballooned to 560 million.
Ravi Agrawal, author of the book “India Connected,” says the boom is the result of low-cost smartphones combined with cheap data. “While the West went through an evolution — from landline phones, to dial-up connections, to broadband, wireless, and now 4G data on phones, India graduated to smartphones in a very short space of time,” he said.
Last year, India overtook the United States to become the second-largest smartphone market after China. The jump can be traced to the actions of a single company: In 2016, Indian conglomerate Reliance Industries launched its telecom arm, which claimed to offer the world’s cheapest mobile data plan — $0.76 per gigabyte. Also on offer were inexpensive smartphones with voice-enabled apps to play music and videos. Voice technology is especially important in India, where a chunk of the population remains illiterate.
Of course, PewDiePie isn’t going quietly. He took the No. 1 spot in YouTube subscribers as far back as 2013, thanks to his comedy acts and video game commentary that were wildly popular among young boys. As the end of his reign has neared, his supporters have unleashed an online assault on T-Series to try to maintain PewDiePie in the top position.
As the online world watches the drama play out through real-time trackers, Kumar says his company has already benefited from its starring role in the YouTube version of “Game of Thrones.” “Everybody knows T-Series across the world now,” he says. “If we had become number one on our own, nobody would have known about us.”