Bollywood music label “T-series” is on track to dethrone the king of YouTube this weekend.
Sweden’s Felix Kjellberg also known as “PewDiePie” has had more subscribers than any other channel on the video streaming platform since 2013. But Bollywood’s biggest music company, T-Series, has been catching up and is set to take the top spot by Sunday, according to new data from analytics firm Tubular Labs.
It’s the latest example of India’s rapidly growing clout on the internet. More than 500 million Indians are online, according to official data, a number that’s expected to rise rapidly in the coming years.
T-Series had 67,188,815 subscribers, about 170,000 fewer than PewDiePie, who started out as a video game commentator but has now branched out into other areas like comedy and internet culture.
The record label produces music for India’s biggest film industry, as well as independent artists has been adding new subscribers much faster than the Swedish YouTube star.
T-Series has gained an average of 90,000 subscribers a day more than PewDiePie this month, Tubular Labs said. Over the past year, the music company has gained 40.3 million subscribers, while PewDiePie has added 9.7 million.
T-Series, which launched its YouTube channel in 2006, already dominates the platform’s viewing numbers, according to Tubular Labs data. The label’s videos have been viewed more than 51 billion times so far, compared with about 19 billion for PewDiePie.