COVID-19 pandemic has taken over the world. The lockdown in India has been on since the past 60 days. This means crores of company employees, businessmen, and college/school students are at home. But, what does this mean for the Internet? More content and more viewership. And, this is exactly what we got. The YouTube vs TikTok war. The war of the two biggest content marketplaces in India.
It all started with a video on TikTok and its cringe elements by popular YouTuber Elvish Yadav. Yadav allegedly used bodyshaming and profanity to roast some creators on TikTok.
This didn't sit well with the mentioned TikTok creators, who are now well-established social media influencers, and a few of them took to social media to express their displeasure. But, one such creator, Amir Siddiqui, managed to create a stir amongst the YouTube community.
He dissed and threatened YouTube creators, claiming YouTube creators weren't as united as those on TikTok, and that he alongwith other TikTok creators would take them on on YouTube itself.
This ignited a war among fans of both platforms, of which there are plenty. YouTube is estimated to have over 265 million users in India, while TikTok is claimed to have over 300 million downloads in India. While a sizeable lot from that audience might overlap, it seemed like an even fight in terms of volume. And, that's what made it a big deal.
Everyone was rooting for CarryMinati, the torchbearer of reactions and roasts in India, to respond to the issue. Respond he did, and it was an emotional one. He didn't refrain from profanity or body shaming, he went all-in, and the fans loved him.
His video soon became India's most liked non-music video, and was on the way to beat the world record. But within a couple of days of release, it was taken down for violation of YouTube policies of cyberbullying. This was possibly the result of reporting, which is said to have been done by TikTok fans, who possibly wanted revenge.
What made these records, and the subsequent taking down, possible was the collective free time that India's young population currently has. While the usual funda of Indian youth is to hustle till you make it, the lockdown has stopped that all. It has forced us Indians to give all our time to content on the Internet.
Despite the technicalities of the war, who won who lost, content has won. Ever since T-Series became the most subscribed YouTube channel in the world, a controversy has arisen that India can only make it big in the music video industry.
But this incident has shown that independent creators now command a following that can beat world records set by YouTubers in the western world. Leave YouTube, Indians on TikTok now command followings of millions and watch time in billions of minutes, making them some of the most sought-after names in the Internet celebrity space.
YouTube vs TikTok is a rampant issue especially on YouTube now, and several big creators are seemingly cashing in on the opportunity to improve their fanbase.
All in all, the video content game in India looks stronger than ever, and we are positive that this trend will continue even when India gets back to work after the lockdown.