Rumble vs. YouTube: A Data-Driven Comparison of Engagement and Monetization
Michal KovachLet's be real—YouTube is the 800-pound gorilla of online video with over 2.5 billion active users. But Rumble? It's been quietly building something significant, especially for creators who are tired of walking on eggshells. According to Rumble's investor reports, they crossed 80 million monthly active users in 2024, with particularly strong growth in political and alternative content spaces.
So which platform is actually better? Let's look at the real data, what experts are saying, and how these platforms perform in the real world.
Platform Overview & Market Positioning
| Platform | Monthly Active Users (2024) | Total Videos Uploaded (2023) |
|---|---|---|
| YouTube | ~2.5 billion (Statista) | ~800 million (Business of Apps) |
| Rumble | ~80 million (Rumble IR) | ~10 million (SimilarWeb) |
"Rumble is filling a gap that YouTube has left open..." -- Chris Pavlovski, Rumble CEO
Chris Pavlovski's Statement on Rumble's Mission and Growth: Rumble's CEO has been pretty vocal about where the platform stands. In a Q3 2024 earnings release, he said, "It has been two years since we made our public debut... The American people have spoken.
Cancel culture is dead. Free speech is now mainstream, and Rumble is in the driver's seat with the best lineup of independent creators with the best economics."
Whether you agree with the sentiment or not, the numbers back up some of what he's saying. Rumble hit 67 million average monthly active users (corp.rumble.com) with 39% year-over-year revenue growth that quarter. That's not nothing.
Engagement Metrics: Views, Watch Time, and Retention
| Metric | YouTube | Rumble |
|---|---|---|
| Avg. Watch Time per Session | ~40 min (demandsage.com) | ~25 min |
| Avg. Completion Rate | 50-70% (Backlinko) | 40-60% (Rumble dashboards) |
| Interactions per 1,000 Views | ~50 likes, 10 comments | ~30 likes, 5 comments |
YouTube's engagement numbers are pretty impressive. Users collectively watch around 1 billion hours of video per day. On an individual level, that averages around 46-48 minutes per user in 2023-2024 (demandsage.com), with mobile devices accounting for over 70% of that watch time. Those are dominant platform numbers.
"While YouTube still leads in engagement, Rumble's audience is more loyal within specific niches, particularly news and political content." -- Mark Dice, political commentator
Monetization: Revenue per 1,000 Views (RPM)
| Monetization Model | YouTube | Rumble |
|---|---|---|
| Ad Revenue (RPM Range) | $2-$12 (Influencer Marketing Hub) | $10-$50 (estimated from public creator data) |
| Membership/Subscriptions | YouTube Premium, Super Chat (YouTube Help) | Locals, Exclusive Licensing |
| Revenue Share | 55% to creators (YouTube Partner Terms) | Up to 90% |
Here's where things get interesting. Rumble's monetization model revolves around ad revenue and licensing, with creators typically earning $0.01 to $0.05 per view on average. The kicker? No minimum subscribers or watch hours required to start making money. The revenue share can hit up to 90% for exclusive licensing deals (wealthyaffiliate.com), which is significantly better than YouTube's 55%.
"Rumble's monetization model can outperform YouTube in certain cases, but it lacks the depth of YouTube's ad ecosystem." -- Graham Stephan, finance YouTuber
Content Discovery & Algorithm Differences
| Factor | YouTube | Rumble |
|---|---|---|
| Algorithm Type | AI-driven, personalized (YouTube Blog) | Trending-based, manual promotion |
| Virality Potential | Competitive landscape for creators | Easier breakout for niche creators |
| Censorship Level | Moderate to strict (YouTube Policy) | Minimal restrictions |
"On Rumble, a creator with 10K subs can outperform larger YouTube channels." -- Viva Frei
Audience & Niche Performance
Rumble's audience leans male (66%) and is mostly between 25-34 years old (pewresearch.org). Here's something that might surprise you: a 2023 Comscore report found the platform's U.S. political split was 35.5% Democrat, 28.9% Independent, and only 21.8% Republican. So despite the stereotypes, Rumble's audience is more politically diverse than most people assume.
"Rumble isn't about viral comedy. It's about niche depth and community." - Tim Pool
Challenges & Future Predictions
| Platform | Challenges | Growth Outlook |
|---|---|---|
| YouTube | Ad restrictions, over-saturation, censorship concerns (Pew Research) | Steady growth, but stagnating in some niches |
| Rumble | Smaller user base, growing infrastructure needs | High growth in political & opinion niches |
Final Thoughts: Which Platform Should You Choose?
- Choose YouTube if: You're creating advertiser-friendly content (tech reviews, lifestyle vlogs, tutorials) and you want the stability that comes with being on an established platform.
- Choose Rumble if: You're making political commentary, controversial content, or news-style videos and you want better revenue share with fewer content restrictions.
- Hybrid Strategy: Honestly? Many smart creators are dual-publishing on both platforms to diversify their income and maximize their reach.
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