The $2 billion platform, where Russell Brand boasts 1.4 million followers, is favored by conservative commentators and conspiracy theorists
Rumble, the video-sharing platform with 1.4 million followers for Russell Brand, may not be widely known, but it has gained popularity, particularly among those on the right and “alt-right,” being touted as a haven “immune to cancel culture.” Following sexual assault allegations, which he denies, resulting in the demonetization of his YouTube channel, Brand is anticipated to maintain earnings through Rumble. But what exactly is Rumble, and what accounts for its rise?
What is Rumble, and who is its owner?
Established in 2013 by Canadian entrepreneur Chris Pavlovski, Rumble was initially conceived as a YouTube alternative for small content creators. However, it swiftly distinguished itself by positioning as the antithesis of other tech companies.
As per Rumble’s website, it asserts to be “immune to cancel culture” and strives to “restore the internet to its roots by making it free and open once again.” Chris Pavlovski has characterized it as a “neutral” platform. Rumble has garnered support from billionaire and influential conservative venture capitalist Peter Thiel, who invested in 2021, and conservative ex-Fox News presenter Dan Bongino, boasting 2.9 million subscribers. The platform is valued at over $2 billion (£1.6 billion).
Who constitutes Rumble’s audience?
In the immediate aftermath of Donald Trump’s loss in the 2020 election, Rumble experienced a surge in popularity, witnessing its monthly users spike from 2 million to over 20 million by the end of that year, as reported by Forbes. As of 2022, Rumble boasts a documented 78 million active users globally. While originally not designed primarily for news, it has evolved into a significant news source for some individuals.
As per Pew Research, three-quarters of those regularly consuming news from Rumble identify as Republicans or lean towards the Republican party, with only 22% identifying as Democrats or leaning Democratic.
Although Rumble is free to use, in 2021, it acquired Locals, a platform enabling Rumble users to purchase subscriptions for access to exclusive content within creator communities.
Who features on Rumble?
The platform’s most popular accounts are managed by individuals rather than organizations, with a quarter of these creators having faced bans or demonetization on other social media platforms, as per Pew’s analysis of 200 highly followed accounts. As of June 2022, around 80% of the accounts belonged to individuals, while 20% were associated with organizations.
Notable figures on Rumble include Russell Brand, who frequently shares conspiracy theories and critiques of mainstream media, Rudy Giuliani, the former mayor of New York City and an early adopter of the app, and Andrew Tate, recognized for his misogynistic views and boasting 1.6 million followers.
Donald Trump joined Rumble following restrictions on other platforms and has amassed 2 million followers, while his son, Donald Trump Jr., announced an exclusive partnership with the platform in the same year. He is set to host a biweekly livestream show titled “Triggered with Don Jr.
The platform is utilized by conspiracy theorist Alex Jones, who defended Russell Brand and was directed to pay £1.2 billion in damages to the families of the Sandy Hook school shooting for falsely asserting the attack was a hoax.
Popular Twitch and YouTube streamers Kai Cenat and IShowSpeed also joined Rumble in the current year for an exclusive livestreaming show. Cenat has faced multiple temporary suspensions on Twitch, with the most recent occurring in April for violating Twitch’s terms of service. IShowSpeed has been banned on Twitch since 2021, following allegations of sexual coercion or intimidation, as per a screenshot shared on X.
What are Rumble’s content guidelines?
Rumble positions itself against censorship, emphasizing its status as one of the few “neutral” and “independent” platforms. Although it challenged New York’s online hate speech law last year, the platform does have guidelines aimed at limiting certain types of content. In 2022, Rumble introduced policies to prevent creators from using the platform to promote illegal activities, engage in doxxing, stalking, and discrimination. While explicit adult content, racism, antisemitism, and other widely condemned content are restricted, the platform generally allows a wide range of content under the banner of free speech.
Why is it growing?
Seen by some as the sole secure platform for users to express contentious views, particularly from those who might feel overlooked or marginalized by major tech companies, the app doesn’t require much exploration to encounter content related to election denial and QAnon.
It’s been likened to platforms like 4chan and Truth Social, where individuals seeking a more comprehensive perspective than what mainstream news offers can freely express controversial opinions without fear of repercussions.
Nic Newman from the Reuters Institute for the Study of Journalism at Oxford University noted, “Rumble’s niche, fueled by Covid vaccine conspiracies and misinformation, has seen significant growth. The notable surge in user base aligns with the period between 2020 and 2021.”