An Indian music video channel will soon become the most subscribed account on Youtube.

The name is T-Series, and it will soon surpass PewDiePie — a Swedish vlogger best known for his video game commentaries — in channel subscribers on Youtube.

PewDiePie has 67 million subscribers on the video platform, just ahead of the 66 million subscribers at T-Series, but the Bollywood channel is rapidly expanding its subscriber base, as it rose by 4.2 million in September alone against PewDiePie’s 863,000 peak.

According to Business Insider, smartphone penetration is deep in India and still growing, as it sits well below 50%. By 2020, smartphone users are estimated to reach 466 million — or 34% of the population — up from 308 million (24% penetration) in 2018, per eMarketer.

The Indian economy is the fastest-growing in the world, forecast to jump 7.3% year-over-year (YoY) in 2019, and 7.6% YoY in 2020, according to the Asian Development Bank.

Smartphone users in the US stand at 252 million, representing 77% of the population, and while US-based companies have struggled to launch in China —the largest base of smartphone users on Earth— due to strict regulations, India is slowly becoming the best opportunity to reach a massive, largely untapped market.

According to Statista, in 2018, the online video portal’s U.S. net advertising revenues are projected to reach 3.96 billion US dollars, up from 2.24 billion US dollars in 2015.

YouTube accounted for 20.9 percent of the U.S. video advertising revenue market.