What is Rumble, and Why is it Gaining Popularity?
Rumble is a streaming and video platform founded in 2013 in Canada by Chris Pavlovski, designed as an alternative for content creators seeking to monetize their work without the perceived restrictions of platforms like YouTube or Twitch. With the slogan of “restoring the Internet to its roots” and a declared stance as “neutral” and “immune to cancel culture,” Rumble has evolved to directly compete with giants like Twitch and Kick.
Since its inception, it has attracted support from prominent figures such as Peter Thiel, a conservative venture capitalist, and Dan Bongino, a former Fox News host, helping boost its valuation to over $2 billion.
Rumble’s Audience: Who Uses the Platform?
umble began gaining significant attention after the 2020 U.S. elections, when its monthly user base skyrocketed from 2 million to over 20 million. By 2022, the platform reported 78 million active users worldwide, establishing itself as an important alternative for consuming content, especially news.
However, its audience is notably polarized. According to Pew Research, 75% of those who regularly consume news on Rumble identify as Republicans or lean conservative, while only 22% identify as Democrats. Although the platform is free to use, Rumble also allows users to purchase subscriptions for exclusive content through Locals, a platform it acquired in 2021.
Prominent Creators on Rumble
Rumble has become a refuge for creators who have been demonetized or banned from other social networks. According to Pew, a quarter of Rumble’s top creators have faced restrictions on other platforms. Some of the most notable names include:
- Russell Brand, known for his media critiques and conspiracy theories.
- Rudy Giuliani, former New York City mayor and an early adopter of the platform.
- Andrew Tate, famous for his controversial statements.
Rumble has also begun attracting established creators from Twitch and YouTube, such as Kai Cenat and IShowSpeed, who signed exclusive deals to stream live on the platform in 2023.
Content Policies on Rumble: Total Freedom?
While Rumble brands itself as a neutral and censorship-free platform, it does have specific guidelines to moderate content. Its policies include restrictions against inciting illegal activities, doxing, harassment, or discrimination. However, the platform has been criticized for hosting videos containing misinformation or false claims, particularly regarding election fraud.
In 2022, Rumble publicly challenged New York’s hate speech law, solidifying its position as a defender of free speech. Nonetheless, its handling of controversial content remains a topic of debate.
Rumble and the Future of Streaming
As its popularity grows, Rumble is positioning itself as a viable alternative for creators seeking to avoid the moderation policies of other platforms. While it still has ground to cover to match the infrastructure and user base of Twitch or YouTube, its focus on free expression and exclusive deals with major creators give it a unique potential in the competitive world of online streaming and video.
