Rumble Inc. (RUM) Stock Analysis

Rumble’s principal competitive advantage is its positioning as a “free speech” alternative to mainstream video platforms, notably YouTube (Alphabet) and, to a lesser extent, Twitch (Amazon) and TikTok (ByteDance). This stance has attracted a loyal, if niche, user base—primarily in North America—seeking fewer content restrictions. Rumble’s content moderation policies are less stringent than those of its larger rivals, which has enabled it to attract creators who feel constrained or demonetized elsewhere.

The company’s revenue-sharing model is also more favorable to creators: Rumble offers a 60% share of ad revenue, compared to YouTube’s 55%. This, combined with lower barriers to monetization (no minimum subscriber or view thresholds), provides a tangible incentive for new and mid-sized creators to join the platform.

Rumble’s recent investments in proprietary cloud infrastructure (Rumble Cloud) are intended to reduce reliance on third-party providers such as AWS, potentially lowering long-term costs and insulating the business from deplatforming risk. The pending acquisition of Northern Data, which will add approximately 22,000 Nvidia GPUs and global data center capacity, could further differentiate Rumble in AI and cloud services, though execution risk is high.

However, Rumble’s audience remains smaller and more politically concentrated than YouTube’s, limiting mainstream advertiser appeal. User engagement and monthly active users have recently declined, highlighting the challenge of scaling beyond its core demographic.