YouTubers Realise Trademarking 'React' Was A Bad Idea, Firmly Backpedal

YouTubers Realise Trademarking 'React' Was a Bad Idea, Firmly Backpedal

The internet duo Fine Bros managed to briefly steal Donald Trump's mantle as the most-hated thing on the internet last week, when they revealed supervillain-style their plan to trademark the word "React". Following the bad, uh, response to the plan, they're cancelling everything. The Fine Bros made their substantial internet following mostly by taking the time-honoured reaction genre to YouTube, with videos following the format [DEMOGRAPHIC] REACTS TO [THING]:

YouTubers Realise Trademarking 'React' Was a Bad Idea, Firmly Backpedal

The pair basically assumed that they owned the format, and oh-so-generously came up with the idea of licensing their unique style to other YouTubers, in return for a share of any revenue. To enforce this, they took out a trademark on the word "REACT", along with a helping of similar phrases such as "Teens React" and "Elders React".

Naturally, the internet was not amused, and has spent the last few days variously anger-blogging, anger-vlogging and unsubscribing from Fine Bros Entertainment™.

In a post yesterday afternoon on Medium, the Fine Bros retracted their plans for YouTube domination, and apologised to their three remaining fans:

We're here to apologise.

We realise we built a system that could easily be used for wrong. We are fixing that. The reality that trademarks like these could be used to theoretically give companies (including ours) the power to police and control online video is a valid concern, and though we can assert our intentions are pure, there's no way to prove them.

We have decided to do the following:

1. Rescind all of our "React" trademarks and applications.* 2. Discontinue the React World program. 3. Release all past Content ID claims.**

In addition, the previous announcement videos, along with anything else related to REACT World, has been taken down. This is much like nicely asking the horses not to bolt once they have already escaped the stable; whether the gesture is enough to restore any tiny amount of faith remains to be seen.

In the meantime, their subscriber numbers continue to fall.




    These human garbage are the cause for those stupid faces in the youtube thumbnails, which is far more egregious

    I dont know what the big deal was. Seems overblown to be honest.

    They are has beens. In a years time people will be like, the fine who?

    Correct me if I'm wrong but they only lost 200,000 subs in two days with their current sub count at 13.7 million as of the time of this comment. They lost a lot of people but it wasn't much of a dent all up. However what they did lose is their standing and respect across the internet. That's much worse, and the internet has a long memory.

      The internet populous has the memory of a brain damaged goldfish.

      But yeah In a post yesterday afternoon on Medium, the Fine Bros retracted their plans for YouTube domination, and apologised to their three remaining fans:
      They still have over 13 million subscribers, so they aren't exactly going broke any time soon.

      Last edited 03/02/16 11:26 am

      There videos demographic are not the internet savvy, the demographic is the same demographics they mock... but they had to drop it before it got mainstream media attention and the 200k steam rolled. The 200k could of been a lot worse too on youtube but it seemed a lot of the youtube cavalcade of stars were silent on this... mainly cause they have starred in their videos and got paid to do so.

    Two things to note, Terrywrist:

    1) Subscriber numbers decreasing for a major channel is very uncommon, and will always look bad to sponsors.

    2) It's important to remember that active subscribers are very different to total subscribers. Losing 200k that were presumably active is a big deal. If we made a generous estimate and said that these 200k subscribers were viewing most of their video releases, then a video with 2 million hits would be down to 1.8 million, a video with 1 million hits would be down to 800k, and a video with 500k hits would be down to 300k. Of course, these subscribers definitely weren't watching every video - it's fair to say most of them weren't even watching half of them, if any at all - but playing with the numbers shows us that losing more than 200k active subscribers could plausibly reduce their viewership anywhere between 1% and upwards of 20%. Depending on your margins, those can be panic mode numbers.

    I can see why Fine Bros reacted the way they did. A downward slippery slope is the last thing they want and they were keen to get off this ride quickly.

    Last edited 03/02/16 11:16 am

      Fine Brothers make some $20,000 a day across their channels on ad views, sponsorships are irrelevant and I'm not sure they even have any. On views, there's no correlation between lost subs and active subs over the loss period, their video views haven't declined at all since sub loss started.

        sponsorships are irrelevant and I'm not sure they even have any

        One of their recent videos was sponsored by Netflix. That wouldn't have been free.

          Interesting, I just looked that up. I think that's a pointless exercise for them but it evidently happens so I'll withdraw that part of my comment. Thanks for the heads up!

    I think Machinama said that Takedown notices were issued to people who filmed "React to React World" videos... which is funny of them saying they werent trying to police these videos ewith this program, while they were misusing content ID to actually policing videosdoing damage control.

      You can't misuse Content ID to take down random videos or videos using the same format. It's an automated system that calculates matches based on the inclusion of video or audio material. Their Content ID claims were mainly against videos that included clips from their React shows, such as people making review/critique videos and including footage. It included people with legitimate fair use claims, but didn't include people just making react videos themselves without the content match. The system isn't capable of doing that.

    Here's a better site that shows you the numbers drop with a timeline graph and extra stats

    one eye on mah money, one eye on tha streets

    I still don't know who these two twats are. Best left that way.

    Does anyone else wish they could chuck a nice fresh, steaming turd into the mouth of the douche wearing the beanie?

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