Content creators: KSI vs. Emma Chamberlain
Quick Verdict
KSI has a broader reach and diverse content appealing to a wider audience, while Emma Chamberlain cultivates a strong personal connection with a more niche demographic.
- KSI has a larger subscriber base across multiple channels, while Emma Chamberlain has a higher average view count on her main channel.
- KSI's content is more diverse, spanning gaming, music, and boxing, while Emma Chamberlain focuses on lifestyle, fashion, and mental health.
- KSI's target audience is primarily young males, while Emma Chamberlain's is young women.
- Both have faced controversies, but of different natures.
Who Should Choose Which?
Key features – Side-by-Side
| Attribute | KSI | Emma Chamberlain |
|---|---|---|
| Subscriber Count | Over 44 million across three channels | 12.1 million |
| Average View Count | Main Channel: 246.5K, Music Videos: 2.6 million, Music Shorts: 1.4 million | 2-5 million |
| Upload Frequency | Once or twice a week | Averages about 0.6 videos per month. Irregular posting habits. |
| Target Audience | Teenagers to adults, primarily teenage boys (16+), largely male | Primarily Gen Z and young adults (late teens to mid-20s), mainly young women. |
| Content Style | Gaming (FIFA), Vlogs, Comedy, Music (hip hop, trap, pop, garage), Boxing | Lifestyle vlogs, fashion, travel, beauty, mental health, and "day-in-the-life" content. |
| Brand Partnerships | Prime Hydration, Arsenal, Bayern Munich, Barcelona, Misfits Boxing, XIX Vodka, Sidemen Clothing, Sides, Best Breakfasts | Louis Vuitton, Cartier, Lancôme, Canon, Hollister, Calvin Klein |
| Instagram Followers | 12.9 million | 14.7 million |
| Instagram Engagement Rate | 1.29% | 0.79% |
Overall Comparison
Subscribers: KSI wins; Avg Views: Emma Chamberlain wins; Audience: Different; Content: Different
Pros and Cons
KSI
Pros:
- Diverse content (gaming, vlogs, comedy, music, boxing)
- Engages with audience through Q&A, live streams, and social media interaction
- Successful brand partnerships (Prime Hydration, sports teams)
- Humorous, charismatic, and relatable personality
- Active on multiple social media platforms
Cons:
- Involved in controversies
- History of offensive content
- Audience sentiment varies, with criticism towards music
Emma Chamberlain
Pros:
- Authentic personality
- Relatable personality
- Humorous personality
- Candid personality
- Unique and creative editing style
- Strong personal connection with audience
- Engages with comments fostering a sense of community and approachability
- Content covers a range of topics, including lifestyle, fashion, travel, beauty, mental health, and business
- Merchandise aligns with brand and appeals to target audience (Chamberlain Coffee)
Cons:
- Irregular upload schedule
- Perceived insensitivity towards Asian people (2020)
- Accusations of wearing foundation that was too dark (2020)
- A $10,000 Instagram DM offer that was listed in error
User Experiences and Feedback
KSI
What Users Love
- Appreciation for diverse talents
- Engages with audience through YouTube videos by answering questions and responding to comments.
- He also hosts Q&A sessions and live streaming.
- On other platforms, he replies to comments and DMs, and shares tweets from followers.
Common Complaints
- Criticism towards music
- Involved in controversies
Value Perception
- No value feedback reported.
Emma Chamberlain
What Users Love
- Willingness to be raw and open has helped forge a very strong, personal connection with her audience.
- Often engages with comments, fostering a sense of community and approachability.
Common Complaints
- Accusations of cultural insensitivity
- Inappropriately priced product listing
Value Perception
- No value feedback reported.