Alternative platforms to YouTube have been numerous in the last decade or so, and one in particular that appears to be gaining a foothold is Rumble.

It was founded in 2013 by a Canadian entrepreneur Chris Pavlovksi and was designed to help out smaller content creators.

The initial aim of just being an alternative to YouTube changed slightly as Rumble positioned itself as being against 'cancel culture'.

On Rumble's website it says: "As years passed by, Rumble grew exponentially as small creators continued to be pushed aside by incumbent platforms; however, the recent rise of ‘cancel culture’ and subjective control over information flow has created an accelerated need for platforms like Rumble who support diverse opinions, authentic expression, and the need for open dialogue."

Messenger Newspapers: Rumble was made as an alternative to bigger video-sharing platforms such as YouTubeRumble was made as an alternative to bigger video-sharing platforms such as YouTube (Image: Canva)

Rumble is free to use but in 2021 it acquired Locals, a platform that allows users on Rumble to buy subscriptions to access exclusive content in creator communities.

Pavlovksi has described the platform as neutral and it is currently valued at more than $2bn (£1.6bn) according to The Guardian.

Who uses Rumble?

Due to Rumble's position on free speech and being in opposition to 'cancel culture' the platform has become popular with creators who have been banned or demonetised on other social media sites.

As a result, it has often been a site where anti-mainstream and controversial viewpoints are shared by creators, particularly among the right wing and 'alt-right'.

Former US President Donald Trump and his son Donald Jr are users of the site, alongside the former mayor of New York City Rudy Giuliani.

Other controversial figures Andrew Tate and conspiracy theorist Alex Jones can also be found there.

Russell Brand, who has recently faced allegations of sexual assault and rape, also has a channel on Rumble.

Messenger Newspapers: Russell Brand is one prominent user on the Rumble platformRussell Brand is one prominent user on the Rumble platform (Image: James Manning/PA Wire)

Nic Newman, of the Reuters Institute for the Study of Journalism at Oxford University, spoke to The Guardian and said: “The specific gap that Rumble fills has been a growth business fuelled by Covid vaccine conspiracies and misinformation.

"It is no coincidence that the big growth in the user base came between 2020 and 2021.

“As other platforms clamp down on extreme or inflammatory views under threat of greater regulation, the space for Rumble opens up further. Rumble remains a niche network in comparative terms with small but politically engaged [right-leaning audiences].

“That deep engagement – allied with anti-mainstream media narrative – provides fertile conditions for monetisation in multiple ways – ads, donations, merchandise, events and festivals – as seen in Russell Brand’s case.”