Felix 'PewDiePie' Kjellberg is currently the most registered author on YouTube – but the Bollywood T-Series label is just behind.
While the T-Series has no more than 200,000 subscribers before overtaking Kjellberg (Nov. 18), YouTube's biggest maker may have devised a plan to defeat its Bollywood rival – and even promote greater public engagement in the process .
Kjellberg announced the resurgence of his Book Review series, in which he and his audience read and reviewed a selection of books together.
"Did you notice how, as soon as I quit Book Reviews, the T-Series came out of nowhere and took over?" Kjellberg said in a video November 18. "I need to review books again, that's what everyone wants, that's what's going to stop the T-Series."
PewDiePie also started a subreddit for the initiative, allowing its audience to recommend their own titles, as well as providing commentary and criticism on the books they read together.
Kjellberg admitted that he felt this dialogue was missing in his channel, claiming that his focus on defeating the T series distracted him from making content he personally enjoys.
"I hope we can have more dialogue, because I felt like that was missing," Pews said. "… in this quest with the T-Series, I've focused too much on numbers and pushed this narrative. … I also miss doing what I feel.
While PewDiePie saw a massive increase in subscribers after MrBeast's Citywide Advertising Campaign, The T Series is on the rise once again – and its current growth may mark the final battle between the two channels.
However, MrBeast triggered another major project to the next PewDiePie subscriber base (if the nine-year-old army withstood enough), which could also spark another inflow of support for YouTube king.