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What is Rumble? Is Rumble becoming more popular than YouTube?

Rumble, an online video-sharing platform, has gained recognition as one of the prominent alternatives to the industry giant, YouTube. Established in 2013 with the aim of providing an alternative to YouTube, Rumble has garnered substantial popularity, particularly among U.S. conservatives.

What is Rumble? Is Rumble becoming more popular than YouTube?

This popularity was underscored when the platform was selected as the livestreaming host for the second Republican presidential primary debate during the evening of September 27, 2023, organized by the RNC.

Despite its emergence, only 20% of the nation's population had heard of Rumble as of a survey conducted in December 2022, indicating that the platform is currently experiencing a noteworthy moment. Here's a breakdown of what to know about this service.

What is Rumble?

Established in 2013 by Canadian entrepreneur Chris Pavlovksi, Rumble was conceived as an alternative to YouTube specifically catering to small content creators.  it swiftly differentiated itself by positioning against conventional tech companies. According to the information provided on Rumble's website, it proudly claims to be "immune to cancel culture" and endeavors to "restore the internet to its roots by making it free " with Pavlovksi characterizing it as a "neutral" platform.

Backing Rumble is billionaire and prominent conservative venture capitalist Peter Thiel, who made an investment in 2021. Additionally, the conservative former Fox News presenter Dan Bongino, boasting 2.9 million subscribers, is affiliated with the platform. As of now, Rumble holds a valuation surpassing $2 billion.

Who watches Rumble?

Following Donald Trump's defeat in the 2020 election, Rumble’s popularity soared, witnessing a spike in monthly users from 2 million to over 20 million by the end of that year, as reported by Forbes. As of 2022, Rumble boasts a sizable user base of 78 million active users globally. While its primary purpose was not news-related, for some users, it has evolved into a substantial source of news.

Although Rumble is free for general use, it made a strategic move in 2021 by acquiring Locals, a platform that enables Rumble users to purchase subscriptions, granting them access to exclusive content within creator communities.

Who appears on Rumble?

According to a Pew analysis of widely followed multiple accounts, the most popular profiles on the platform are managed by individuals rather than organizations, and a quarter of those creators have faced bans or demonetization on other social media sites. As of June 2022, approximately 80% of accounts were owned by individuals, with the remaining 20% ​​attributable to institutions.

-Popular figures in the Rumble include Tate, who has a massive following of 1.6 million.

Former President Trump turned to Rumble after being banned from other platforms, and has 2 million followers. Additionally, his son Donald Trump Jr. recently announced an exclusive partnership with the platform, where he will host a biweekly live show called "Triggered with Don Jr."

In a noteworthy move, Twitch and YouTube streamers Kai Cenat and IShowSpeed ​​joined the Rumble this year for an exclusive live stream show. 

What guidelines does Rumble have for content?

Rumble asserts its stance against censorship, emphasizing its status as one of the few platforms that is both "neutral" and "independent." Notably, it contested New York's online hate speech law in the previous year. Despite this commitment to free expression, videos containing misinformation and false claims of vote fraud have garnered substantial viewership.

While Rumble prides itself on being open, it does have specific rules in place to impose limitations on content. In 2022, the platform introduced policies that restrict creators from using it to incite unlawful conduct, dox, stalk, and engage in discrimination.  virtually everything else is permitted under the umbrella of free speech.

Is Rumble becoming more popular than YouTube?

During the fourth quarter of 2022, Rumble experienced a remarkable year-over-year surge in monthly active users (MAUs), soaring by 142% from 33 million to an impressive 80 million.

This represents a record-breaking level of growth for the emerging company. In contrast, when comparing this to YouTube's growth from the fourth quarter of 2021 to the fourth quarter of 2022, their increase was a mere 3.2%.

Similarities & Differences:

In the discussion of YouTube versus Rumble, it's essential to understand both the similarities and significant distinctions that exist between these two video platforms:

Similarities:

• User-friendly interface: Rumble and YouTube share a user-friendly interface, ensuring simplicity for content creators. Interacting, accessing subscriptions, and finding previously viewed videos are easily navigable features on both platforms.

• Relevance as social media platforms: Both Rumble and YouTube are pertinent social media platforms that facilitate video sharing.

• Video recommendations: Both platforms, YouTube and Rumble, provide personalized video recommendations based on users' interests and viewing history. While YouTube labels these suggestions as "recommended videos," Rumble uses the term "Rumble Recommends."

• Advertising opportunities: Content creators on both platforms have the chance to monetize their content through advertising opportunities.

• Diverse content: Rumble and YouTube offer a wide array of content, spanning from music videos to vlogs, catering to varied interests.

• Accessibility: Rumble and YouTube present apps accessible across multiple devices, ensuring convenient video viewing from any location.

• Community engagement: Both platforms boast vibrant communities that foster mutual support and feedback among users.

Differences:

• Video Resolution: When it comes to video quality, Rumble surpasses YouTube by offering higher-quality videos and supports a wider range of resolutions, including 4K and 8K streaming.

• Content Stance: Rumble is known for its opposition to mainstream views, while YouTube tends to favor them.

• Content Discovery: Rumble simplifies content discovery with its algorithm, promoting content to a broader audience more efficiently than YouTube.

• Monetization Opportunities: Rumble outshines YouTube in terms of providing greater monetization possibilities, making it a preferred choice for smaller-scale content creators.

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Conclusion

Rumble has emerged as a notable contender in the online video-sharing landscape, offering unique features and experiencing substantial growth in its user base. While both Rumble and YouTube share some similarities, they differ in key aspects, such as content stance, video quality, and monetization opportunities. The surge in Rumble's monthly active users, outpacing YouTube's growth in a comparable period, suggests a growing popularity for the platform. As Rumble continues to attract attention, it raises intriguing questions about its potential to become a more prominent player in the online video platform arena, challenging the dominance of YouTube.