An infusion of new users and cash to Rumble has provided momentum for its fight to break Google-owned YouTube‘s grip on the digital video marketplace.
Rumble has added millions of users in recent months, scored a large undisclosed investment from a group including billionaire Peter Thiel and conservative author J.D. Vance, and it has sued Google for antitrust violations in federal court.
Conservatives are fueling Rumble‘s rise, but the Canada-based company’s founder and CEO Chris Pavlovski said he is less interested in American politics than dethroning big incumbent platforms. Mr. Pavlovski prizes small creators’ content and he argues that large tech platforms like YouTube prioritize major brands and influencers over others.
After Google acquired YouTube in 2006, Mr. Pavlovski said he watched the company’s competitors diminish, including sites like Dailymotion and CollegeHumor, and he wanted to scrap with Google himself.
“I’ve always had the pulse on this and it’s always been a passion of mine where I’ve always wanted to compete, and get back in and compete in a real meaningful way, against the incumbent platforms,” said Mr. Pavlovski. “I’m really a big, firm believer in having lots of good and healthy competition in the market and not having monopolies.”
Mr. Pavlovski started Rumble in 2013 but its big break came in the fall of 2020 when many disaffected supporters of former President Trump started searching for new digital venues online to speak freely.
The platform had approximately 800,000 monthly visits last August, per the Wall Street Journal, but it has since jumped into the tens of millions as of last fall. Mr. Pavlovski said that Rumble has roughly 30 million monthly users, and its user base is growing 10% month-over-month.