I just wonder why Jack Edwards has almost double the subscribers, much higher views, better Like/Dislike ratio than Ruby. Do viewers find his persona more appealing? Is it the content? (Im aware of his latest 'scandal')
Jack changed his content to keep up with his audience as they grew up. He dropped Studytube the second he graduated and pivotted to making Booktube content, shamelessly stealing content ideas and hopping on trend bandwagons to try to stay relevant. He managed to retain much of his core audience who grew up with him and attract a wider audience through the switch to Booktube. A significant portion of his audience also seem to be young women who just thirst-watch his content and don't care how creatively bankrupt, completely dishonest and devoid of charisma he is.
Meanwhile, Ruby's fans grew up and she never did. After they all graduated high school, they wanted content that reflected their new place in life. Ruby has been making the same
tit for 7 years with no real change in content or quality. There's not much of an audience for privileged 22 year olds decomposing in their room pretending to be 12 and telling the exact same lies every week in the same video they made 200 times before.
They're both terrible in most of the same ways. They're both perpetually dishonest grifters, they both lie about what they read and embellish all their accomplishments, they both have huge egos and are allergic to criticism, they both churn out nothing but recycled
tit devoid of intelligence or talent and crammed full of ads that skirt ASA rules or dodge them entirely. Jack's just slightly better at staying relevent with his copycat content, but even then, his actual engagement is terrible for the amount of subscribers he has.