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Indian record label T-Series dethroned Swedish gaming vlogger PewDiePie in March as the most subscribed channel on Youtube, according to Business Insider.

Fans of the Swedish gamer launched a campaign earlier this year to keep him as the most subscribed channel, but they eventually lost to T-Series. T-Series posts high-quality Indian music videos. The channel now has 108 million subscribers on YouTube.

A large portion of the population of India is just now getting access to the internet through cheap Android smartphones. This population of 1.3 billion has a special affinity for India’s homegrown music.

PewDiePie, whose real name is Felix Kjellberg, is 29 years old and the highest paid star on YouTube. He was made famous for his videos of his video game play and his humorous commentary.

T-Series posts stylized and cheesy music videos designed to appeal to the mass Indian population. The channel is wildly different than all the other major YouTube channels that are focused on internet culture.

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