Once rising as one of the hottest online phenomena of 2019, bà Tân Vlog’s popularity, true to its name of “phenomenon”, did not last long. Although if one looks at the summary statistics with 3.63 million subscribers and around half a billion total views, many of bà Tân’s fans might feel optimistic. However, considering the process as a whole, it is easy to see that recently, bà Tân Vlog’s channel has been in serious decline, with no signs of stopping.
Specifically, according to statistics, during the initial rise, around July last year, bà Tân Vlog’s channel was raking in about 75 million views each month, but now, that number has dropped to less than half, only about 35 million. Many might argue that this number is still above average for YouTubers, but it should be noted that this is a time when streamers and YouTubers are experiencing an increase in views and subscriptions due to the pandemic, which has led many people to seek out more video and streaming content. However, bà Tân Vlog’s channel continues to decline.
The subscription numbers for bà Tân are also not very promising. At her peak, she could set a record for reaching the gold play button the fastest, but now, bà Tân only earns a few tens of thousands of subscribers each month, a figure that can be considered unimpressive. However, according to statistics from Social Blade, with her metrics still at a “huge” level compared to many others, bà Tân can still earn at least $9,000 per month, equivalent to nearly 200 million VND from YouTube.
As for the reasons behind bà Tân Vlog’s decline, it perhaps does not need much explanation; simply put, she has run out of interesting surprises and no longer has content that captivates viewers. Phrases like “Hello kids, 60 sticky rice cakes…” have gradually become too familiar, while the super-sized dishes are increasingly criticized and scrutinized rather than generating the sense of excitement and curiosity they once did.
In fact, the emergence of new characters “riding on bà Tân Vlog’s coattails” such as her daughter and daughter-in-law also trying to do YouTube has had a reverse effect, leading to bà Tân herself being criticized more. Additionally, some clips she participated in on Hưng Vlog’s channel have been deemed staged and overly dramatic.