Mediaboss Marketing

27 March 2023

Numerous presenters have their own video channels on Rumble

A supporter of Donald Trump made headlines last year when he said: "We are uncancellable by big tech."

The defiant claim came from Devin Nunes, who is the chief executive of Trump Media and Technology Group, the firm set up by Mr Trump in 2021 to run his social media app Truth Social.

His defiance is not based on the technology of Truth Social, rather it relies on a relatively unknown Canadian internet company called Rumble.

Rumble started out in 2013 as a video-streaming website. While that is still its main focus, in recent years it has branched into web-hosting - offering computing services for companies like Truth Social.

Rumble's main website is based around short videos, very much in the same style of YouTube

Aiming one day to rival the likes of Google and Facebook, what makes Rumble controversial is its pledge to rally against censorship, and allow freedom of speech as much as possible.

As a result of this, Rumble has become the home to a great many video channels - more often politically conservative - where people can say things that might get them kicked off other social media sites, like YouTube and Twitter.

A US-Canadian comedian and political commentator called Steven Crowder is a case in point. He is now predominantly to be found on Rumble after YouTube temporarily suspended him in 2021 for breaking its rules on "hate speech". This followed comments he made on transgender issues.

Rumble is now at the forefront of so-called "alt-tech" - internet service providers and social media sites that critics say are popular with conspiracy theorists and the alt-right.

But for Rumble's supporters, such as Mr Nunes, who moved Truth Social across to Rumble's infrastructure last year, it means "we are not relying on any tech tyrants".

Mr Nunes is on one side of a debate about how social media should be managed.

In one camp there are those who advocate for greater content moderation. They say that sites like Facebook, Twitter, or YouTube need to make a greater effort to tackle hate speech and misinformation on their platforms.

On the other side are the people who argue this has become too politicised, and see it as censorship.

For years, the battle has largely been played out on the big social media websites. Now, companies like Rumble are trying to change that.

In a note on its website, Rumble chief executive Chris Pavlovski wrote: "Rumble is creating the rails to a new infrastructure that will not be bullied by cancel culture."

In this vision of the future, there would be a rival, alternative internet, making its own rules. Yet at the same time, Rumble denies that it only attracts users with right-wing viewpoints.

It described itself to the BBC as a "neutral platform that welcomes a wide variety of views". For example, Rumble is now home to left-leaning UK comedian turned political commentator Russell Brand.

What is undeniable is that Rumble's user numbers have risen sharply in recent years, at the same time as its bigger rivals have raised their content moderation efforts. For example, in 2020, YouTube removed more than 34 million videos around the world. These included videos deemed to be harassment, incitement to violence, hate speech or misinformation.

"People get kicked off the major platforms, and they don't disappear," says Evelyn Douek, assistant professor at Stanford Law School, and an expert on the regulation of online speech. "They look for a new home."

Image source, Evelyn Douek

Prof Douek says Rumble will likely face legislation that forces it to censor more

There was a market opportunity and Rumble took it, emphasising its commitment to "free speech". Its monthly active user count reportedly jumped from 1.6 million in mid-2020 to 33 million at the start of 2021.

Prof Douek says that the events of 6 January 2021, when thousands of demonstrators stormed the US Capitol Building, gave Rumble and its plans for an independent internet a boost. She says the aftermath was "one of the radicalising moments for alt-tech".

She points in particular to Parler - a twitter-like platform popular with Trump supporters - being removed from the Apple and Google app stores. Parler's website was also dropped by Amazon, upon whose cloud-based Amazon Web Services servers it had been based.

"Losing access to the cloud and losing access to these app stores can really hamstring a platform," says Prof Douek. She adds that the episode showed people in the alt-tech space that their apps and websites couldn't rely on mainstream internet providers.

So, Rumble has been building its own infrastructure, which also includes its own advertising and payments-processing technology. To help fund all this, the firm raised $400m last year when it floated on the Nasdaq stock exchange in New York.

British comedian Russell Brand, left, moved to Rumble from YouTube a year ago

However, Prof Douek says there are big challenges ahead for Rumble. Perhaps most pressingly, while it might not want to censor content, governments may legislate to force it to.

"We have seen a proliferation of legislation, bills, proposals over the last few years from governments around the world," says Prof Douek. "The big package - possibly the most consequential - is the European Digital Services Act."

This is due to fully come into force in 2024, and Prof Douek says it may mean that Rumble has to change the way it operates in the EU, including publishing more information about how it's applying the rules.

Rumble has already shown that it will fight what it sees as government overreach. When the French government told it to remove Russian state broadcasters from its platform, following Russia's invasion of Ukraine, Rumble refused.

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Rumble is also in a legal battle with Google, which it accuses of "unfairly rigging its search algorithms" towards YouTube, which Google owns. Google counters that Rumble content is ranked as highly as it deserves on the search engine.

"This is going to be years of litigation," says Prof Douek. "There are going to be fights... and I don't know what our internet is going to look like in a few years as a result of these."

As the alt-tech space develops, some think the internet could divide further into political spheres - left and right.

"Do I think that it is a good future if we have red platforms and blue platforms?," says Prof Douek, referring to the colours of the two main political parties in the US. "I don't think that that is necessarily how we want public debate to play out."

Katerina Eva Matsa, an associate director at the Pew Research Centre think tank in New York, says that while people with different politics "are living in very different media worlds", there is also "overlap".

Pew recently conducted a study into alternative social media sites, including Rumble and six of its peers - BitChute, Gab, Gettr, Parler, Telegram, and Truth Social. It found that nearly three quarters of Americans who consume news on these sites also get news from YouTube, Facebook, or Twitter.

"So they haven't completely abandoned the larger sites," says Ms Matsa.

This raises questions about how separate a potential future alternative internet ecosystem would be, if its user base straddles both alt-tech and the mainstream.

"I think it's a very difficult space to pinpoint whether we're going into further polarisation or less," Ms Matsa adds. "We honestly don't know the outcome."

Read the original:
The web firm that wants to stop you getting 'cancelled' - BBC