- Indians have an increasingly powerful presence online
- India has an Internet penetration rate of less than 30 percent
- The country represents a microcosm of the world’s unconnected markets
It is perhaps the silliest spat of the year. Since September, PewDiePie, a Swedish Internet personality whose real name is Felix Kjellberg, has waged a war of words with T-Series, an Indian record label and film producer. For five years, PewDiePie has been the most subscribed channel on YouTube, amassing more than 76 million subscribers. T-Series, however, is threatening to usurp his crown with its mix of Bollywood and devotional songs. With millions of movie-mad Indians becoming YouTube viewers, T-Series’ victory is inevitable.