The most popular man on YouTube now has his own mobile app. PewDiePie, who has 29 million subscribers and probably added about three more in the time it took me to type this sentence, has launched his official app, which is now available on the App Store.
As first reported by Stuart Dredge of The Guardian, the PewDiePie app puts all of the Swedish gamer’s videos in one place and allows his fans to create their own playlists and share their favorite videos via social media. The app was created by Maker Studios, the multi-channel network with which PewDiePie is partnered.
The new app has several benefits for both PewDiePie and Maker Studios. Most importantly, it caters to the mobile-first attitude of young viewers, who make up the majority of both PewDiePie’s audience and the YouTube audience as a whole. The app also gives Maker Studios the opportunity to get a little pushy with PewDiePie’s Bro Army and direct fans off of YouTube, where more favorable ad revenue sharing terms are available. Of course, PewDiePie isn’t exactly cash-strapped–according to a report in the Wall Street Journal, he grossed $4 million in 2013, a number he essentially confirmed in a Reddit IAMA.
PewDiePie and Maker Studios are following the trend set by other YouTubers who have previously launched their own apps. That practice has become so appealing that entire companies–such as the already-established Beachfront Media and the recently-launched Victorious–have popped up to help YouTube creators harness their mobile audiences. Given the increased interest in official YouTuber apps and their obvious benefit to both content creators and mobile video viewers, look for more of them to pop up in the coming months.