Rumble is a video-sharing platform that operates as an alternative to mainstream sites like YouTube. It was created to provide a space for content creators to share and discover videos with a focus on open dialogue and free speech. While it functions similarly to other video platforms by allowing users to upload, view, and share content, rumble.com/pair has attracted a specific user base due to its positioning as an “alt-tech” platform. In the third quarter of 2024, Rumble reported an average of 67 million monthly active users.
Rumble’s audience largely consists of users with conservative and far-right political affiliations. The platform gained significant attention when controversial influencers and personalities who were banned from other major social media sites, such as YouTube and Facebook, migrated to Rumble. This has cultivated a niche community that feels larger platforms limit certain viewpoints. Despite its growing user base, a Pew Research Center study indicated that only about 20% of U.S. adults have heard of Rumble, and just 2% use it regularly for news.
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To improve usability across different devices, Rumble offers a feature called Rumble Pair. This tool is designed to streamline the process of connecting a Rumble account to a smart TV or other streaming devices. Instead of manually typing login credentials with a TV remote, users can visit rumble.com/pair on a computer or phone to enter a simple code displayed on their TV screen. This links the device to their account, allowing for seamless access to content on a larger screen. The feature enhances the user experience by making it easier to control playback and interact with videos from the comfort of a living room environment.
Rumble’s emphasis on “free speech” means that the platform hosts a wide range of content and viewpoints that may not be as prevalent on other sites. For some, this environment offers a valuable opportunity to engage with diverse perspectives. However, it also means that users may encounter unfiltered or controversial content. The platform’s user base and the types of creators it attracts contribute to a content library that is distinct from mainstream video services. This unique focus is a key part of its appeal to its core audience but is also a reason for caution for others.
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