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Locals


Locals Technology Inc., known as Locals.com, is a subscription-based platform launched in 2019 that allows independent content creators to build monetized online communities through direct payments from supporters, offering tools for publishing videos, podcasts, articles, and live streams while granting creators full control over content and audience data.
Cofounded by political commentator Dave Rubin and entrepreneur Assaf Lev, the service emerged as an alternative to platforms like Patreon, prioritizing creator autonomy amid rising concerns over arbitrary content moderation and account suspensions on larger networks.
Locals distinguishes itself with a commitment to minimal intervention in user expression, enabling diverse viewpoints without political censorship, and features community feeds, chat functions, and integration with video hosting services to foster direct engagement.
In 2021, the platform was acquired by Rumble Inc., a video-sharing site, which bolstered its infrastructure for video content distribution and expanded its reach to creators seeking alternatives to dominant tech ecosystems.

History

Founding and motivations

Locals Technology Inc., known as Locals.com, was founded in 2019 by political commentator and entrepreneur Assaf Lev. The initiative stemmed from frustrations with policies on platforms like , which Rubin had used to monetize his work. A key catalyst was 's December 2018 ban of creator (known online as ) for using what the company deemed racist language in videos, a decision that highlighted the site's enforcement of guidelines. This action influenced prominent figures, including and psychologist , to announce their departure from Patreon in January 2019, citing concerns over inconsistent application of rules that disproportionately affected conservative or contrarian voices. , in particular, publicly stated his exit to prioritize platforms resistant to such interventions. The primary motivations for Locals were to establish a subscription-based tool enabling creators to build direct relationships with supporters, retain ownership of their content and audience data, and operate with minimal censorship. Unlike , which viewed as susceptible to pressure from advertisers and ideological biases, Locals aimed to center free speech by limiting platform-level and empowering creators to moderate their own communities. This approach sought to address the vulnerabilities exposed by incidents, allowing independent producers—particularly those in , commentary, and niche media—to monetize without reliance on intermediaries.

Launch and early growth

Locals was officially launched on December 4, 2019, by conservative commentator and entrepreneur Assaf Lev, positioning itself as a subscription-based platform designed to empower content creators with direct monetization tools and minimal moderation, in response to perceived on platforms like . At inception, the platform emphasized creator ownership of communities, allowing for exclusive content delivery via audio, video, and text, with Rubin establishing his own as an anchor to demonstrate its free-speech-oriented model. Initial adoption centered on independent voices wary of oversight, with early sign-ups including Rubin's audience from , which had amassed over 200 million YouTube views by mid-2019, facilitating a seamless transition for supporters seeking uncensored alternatives. The launch occurred amid rising incidents, such as those involving conservative and libertarian creators, which Rubin cited as a catalyst for building a "nearly moderation-free" to foster direct fan-creator interactions without intermediary gatekeeping. By early 2020, Locals secured its first funding round on April 20, approximately $1 million from investors, enabling platform refinements and initial scaling efforts during a period of heightened discourse around content restrictions. This capital injection supported operational stability as the platform attracted creators displaced by policy changes on legacy sites, though specific user metrics from this phase remain undisclosed in . Growth accelerated amid the 2020 U.S. election cycle and pandemic-related shifts to digital content consumption, positioning Locals as a niche player in the . In April 2021, Locals announced a $3.8 million seed round led by , with participation from other investors, aimed at accelerating feature development, community tools, and marketing to broaden its user base beyond initial conservative-leaning adopters. This funding reflected early validation through sustained creator engagement and supporter subscriptions, underscoring the platform's viability in enabling independent revenue streams amid broader skepticism toward centralized tech control. By this point, Locals had established itself in as a counterpoint to dominant platforms, though quantitative growth data such as monthly or total subscriptions were not publicly detailed at the time.

Acquisition by Rumble

On October 25, 2021, Inc. completed its acquisition of Locals Technology, Inc. for $7 million in cash. The deal was publicly announced the following day, October 26, 2021, via a from , emphasizing the combination's potential to enhance creator monetization by integrating 's video distribution capabilities with Locals' subscription-based community tools. Rumble's CEO, Chris Pavlovski, stated that the acquisition would create a "one-stop shop" for s to grow audiences, monetize content, and engage s directly, positioning the merged entities as alternatives to dominant platforms perceived as restrictive on free speech and earnings. Locals' and CEO, Assaf Lev, highlighted the , noting that Rumble's video would amplify Locals' focus on direct subscriptions without cuts exceeding 10-20% on platforms like or . At the time, Locals had raised prior funding, including $3.8 million in April 2021, to support its growth in communities. The acquisition aligned with Rumble's strategy to expand beyond video hosting into a full ecosystem for independent creators, following Rumble's own traction amid concerns on legacy sites. Post-acquisition, Locals operated as a , enabling features like bundled video subscriptions, though no major layoffs or restructuring were reported immediately. By late 2022, Rumble's filings confirmed the integration had bolstered its offerings for creator revenue sharing, with Locals contributing to user growth in subscription models.

Platform features

Core functionalities

Locals enables creators to establish subscription-based communities where supporters pay recurring fees for access to exclusive content, fostering direct financial relationships without intermediary advertiser influence. tools include posting capabilities, supporting videos, audio podcasts, written articles with formatting options such as headers, hyperlinks, quotes, and embedded images, as well as with integrated chat for real-time audience interaction. Creators can also offer premium content libraries, where subscribers access archived videos and audio on demand, and utilize features like Content+ to monetize individual video pieces beyond standard subscriptions. The platform emphasizes through dedicated feeds for posts, discussions, and supporter interactions, allowing creators to build loyal audiences via systems where virtual coins facilitate direct gratuities that convert to wallet funds. Integration with provides seamless video hosting and cross-promotion, enabling creators to stream simultaneously to both platforms for expanded discoverability while retaining full control over user data, payments, and content ownership. Mobile applications for and extend these functionalities, offering on-the-go access to feeds, live events, and content playback. Analytics dashboards deliver weekly insights into subscriber behavior and earnings, empowering creators to refine strategies based on empirical performance metrics rather than algorithmic opacity. This structure prioritizes creator independence, with policies designed to minimize platform interference in content decisions, aligning with a commitment to open discourse.

Content moderation and free speech policies

Locals maintains a content moderation framework that emphasizes creator autonomy and broad free speech protections, aligning with its parent company 's commitment to hosting legal content without ideological . The platform's policies, developed in consultation with creators such as Robert Barnes and , prohibit only a narrow set of categories including , to unlawful conduct, doxxing, , and , while explicitly avoiding restrictions on political viewpoints or controversial opinions absent legal violations. This approach contrasts with more restrictive platforms by rejecting proactive removal of content deemed "harmful" based on subjective standards, instead relying on post-flagging reviews and legal compliance. Creators exercise primary control over within their communities, with the ability to remove or edit at their discretion, supported by platform tools for and basic automated filters. Locals provides optional tiers, including basic flagging for or , but defers to creator preferences rather than imposing uniform rules that could suppress dissenting . Platform-wide reserves the right to intervene for severe violations, such as threats or illegal material, but data from Rumble's operations indicate low removal rates compared to competitors, with reports highlighting adherence to over mass . In response to regulatory pressures, Locals and have pursued legal challenges to defend their policies, including a 2022 lawsuit against New York's SAFE Act, which mandated reporting and removal of "hateful conduct" under vague definitions that could compel viewpoint-based . The suit, joined by First Amendment advocates, argued successfully in preliminary rulings that such laws infringe on editorial discretion and force platforms into unconstitutional speech policing. Similarly, in 2024, contested California's mandates, asserting they violate the First Amendment by requiring alterations to neutral policies. These actions underscore Locals' operational philosophy: moderation serves legal boundaries, not cultural or political conformity, enabling creators displaced from other platforms to thrive without fear of arbitrary bans.

Business model

Monetization mechanisms

Locals primarily enables creator monetization through subscription-based memberships, where supporters pay recurring for access to exclusive , communities, and interactions. Creators can establish tiered membership levels, such as monthly or annual plans starting from as low as $5, allowing customization of perks like private posts, live streams, and direct messaging. The deducts a 10% from subscription revenues, one-time transactions, and before disbursing the remainder to creators, in addition to standard charges like those from . Additional mechanisms include paid events and one-time content purchases via the Content+ feature, which permits charging for individual videos, posts, or experiences. For Content+ transactions, Locals applies a higher 20% platform fee to account for the on-demand nature of these offerings. Creators can also host virtual or live events with ticketed entry, providing scalable revenue from audiences without requiring ongoing subscriptions. Brand partnerships further supplement earnings, enabling sponsored content or collaborations directly within communities. Following its 2021 acquisition by , Locals integrates with the parent platform's advertising ecosystem, allowing creators to monetize video content through ad . allocates 60% to 90% of ad earnings to creators, depending on performance tiers, which contrasts with higher platform cuts on competitors like . This synergy supports , where Locals communities drive traffic to videos eligible for ads, donations via Rumble Rants, and premium subscriptions.

Ownership and financial structure

Rumble Inc., a publicly traded company (: ), acquired 100% of Locals Technology, Inc. on October 25, 2021, making Locals a wholly owned integrated into 's operations. The transaction was valued at approximately $7.04 million, consisting primarily of Rumble common shares and a nominal amount in additional paid-in capital. This acquisition aligned Locals' subscription-focused revenue streams with Rumble's broader ecosystem, which includes advertising, content licensing, and monetization tools. At the time, the deal added roughly 86,000 subscribers to Rumble's platform, bolstering its subscription model as an alternative to ad-dependent systems. Ownership of Locals now vests with Rumble's shareholders, reflecting the parent company's structure following its public listing via SPAC merger with CF Acquisition Corp. VI.

Reception and impact

Achievements in creator empowerment

Locals has facilitated empowerment by providing a subscription-based model that allows independent producers to retain 90% of subscription revenue after a 10% fee, surpassing the effective cuts on many competing services like . This structure, combined with tools for direct engagement through posts, events, and exclusive , enables creators to build sustainable communities without reliance on algorithmic distribution or advertiser dependencies prevalent on larger . Launched in as a near-moderation-free alternative to , Locals emphasized and flexibility, allowing audio and video producers to unfiltered discussions and monetize interactions. Following its acquisition by in November 2021, Locals integrated with the video platform to expand monetization options, permitting creators to cross-promote subscription communities and leverage 's free-speech-oriented audience for increased reach. The platform's design has been credited with delivering up to three times more revenue for creators compared to traditional models, by prioritizing direct fan payments over ad revenue shares vulnerable to demonetization. This shift supports an "ownership economy" where creators, often marginalized by censorship, regain control over their content and earnings, as articulated by co-founder in positioning Locals against centralized tech dominance. Notable among early adopters, conservative commentators and journalists have used Locals to sustain operations after facing restrictions elsewhere, fostering niche communities focused on political without algorithmic suppression. By April 2021, the platform's seed funding announcement highlighted its role in enabling creators to achieve through scalable supporter tiers and one-time transactions, with minimal interference. This model has proven particularly effective for podcasters and writers seeking to bypass payment processor risks associated with controversial topics.

Criticisms and operational challenges

Critics have pointed to Locals' limited features as a barrier to broader adoption, with users frequently complaining about the absence of video timestamps, automatic screen rotation during playback, and inadequate mobile controls such as the inability to play videos in the background or pop them out for multitasking. These shortcomings, highlighted in reviews and discussions, contrast with more mature platforms like , potentially hindering creator retention and audience growth. Operational challenges have included intermittent technical glitches, such as livestream failures in certain browsers like and difficulties with account integration between Locals and its parent company following the 2021 acquisition. User sentiment on platforms like and reflects frustration with these issues, evidenced by a 3.3 out of 5 average rating from limited reviews, often citing unreliable streaming during live events like AMAs. Monetization efforts face hurdles from low platform engagement, described by some early users as a "boring wasteland" due to sparse content discovery and community interaction, which complicates subscription-based revenue models reliant on direct creator-audience ties. Post-acquisition integration with Rumble has boosted transaction volumes to over $7.5 million in Q2 2022, yet creators report persistent "paywall fatigue" among subscribers wary of multiple gated communities. These factors underscore broader difficulties in scaling a niche, free-speech-oriented platform amid competition from established alternatives.

Controversies

Debates on moderation and content safety

Locals maintains a policy of minimal platform-level , prohibiting only illegal material, threats of , and , while granting creators primary authority over standards and user interactions. This creator-centric approach, established at the platform's 2019 launch by , aims to counteract perceived inconsistent and ideologically biased on competitors like and , allowing independent voices—particularly those facing —to set their own rules without centralized interference. Following its 2021 acquisition by , Locals aligned with the parent company's emphasis on legal compliance and transparency, incorporating -driven tools while avoiding proactive of viewpoints. Proponents of this model, including and executives, argue it fosters genuine free expression by decentralizing power from corporate gatekeepers, who they claim often apply subjective standards favoring narratives—evidenced by of conservative creators to Locals after bans elsewhere. Empirical support includes the platform's growth to host over 100 prominent creators by , with user reports routed to creators or light-touch platform review rather than algorithmic suppression, reducing risks of over-moderation that stifles debate. Critics from advocacy groups, however, contend that such restraint inadequately safeguards against harmful content, potentially amplifying or divisive rhetoric in creator-led spaces lacking rigorous oversight. These concerns, often raised by organizations with progressive leanings, lack documented cases of Locals-specific harms but echo broader tensions in platforms prioritizing speech over safety, where empirical data on unmoderated content's real-world effects remains contested. The debate intensified post-acquisition, as Rumble's similar policies drew scrutiny for hosting controversial videos, prompting accusations of insufficient "grossly offensive" removal despite explicit prohibitions. Defenders counter that heavy correlates with viewpoint , citing studies on tech firms' left-leaning biases in , and note Locals' model empirically empowers niche communities without the scale-driven epidemics of larger sites. As of , Rumble's updated processes, co-developed with creators, further emphasize case-by-case reviews over blanket rules, underscoring the ongoing trade-off: enhanced creator agency versus calls for standardized safety protocols amid rare but high-profile disputes over boundary-pushing posts.

Specific incidents and user disputes

Users have reported various with the Locals platform, including frequent failures in live streams such as AMAs and loops following sign-ups through integrated services like . These issues have led to user frustration, with complaints dating back to 2022 involving site bugs that prevented proper setup of profiles or communities due to requirements like . Billing and refund disputes represent another category of user complaints. Multiple reviews describe instances where Locals promised refunds upon cancellation but failed to process them, prompting warnings against using the . Additional grievances include perceived crooked billing schemes, advertised differently from what is distributed to creators, and a requirement to enter details to access non-subscription content, which users have labeled intrusive and scam-like, particularly with the platform's "coins" . Customer support shortcomings have exacerbated these disputes, with users citing a lack of accessible or direct contact options and encounters with rude or hostile responses. According to Locals' terms of use, creators bear primary responsibility for handling refund requests and participant claims related to paid activities within their communities, while platform-level billing issues fall under Locals' purview; however, reported experiences suggest inconsistencies in resolution. No large-scale moderation-related bans or content removal incidents have been prominently documented, consistent with the platform's emphasis on creator autonomy over community standards.

Notable creators

Prominent political commentators

, co-founder of Locals and host of , leverages the platform to deliver exclusive political commentary and interviews to subscribers, emphasizing free speech and independence from gatekeepers. Launched as an alternative to amid concerns over , Rubin's community on Locals enables direct supporter engagement through videos, podcasts, and live discussions critiquing progressive ideologies and cultural shifts. Glenn Greenwald, a known for exposing programs, shifted his long-form written reporting and bonus video content exclusively to Locals in January 2023, citing the platform's resistance to editorial pressures found in outlets like or legacy media. His Locals community focuses on unfiltered analysis of U.S. , , and , attracting supporters disillusioned with mainstream narratives. By mid-2023, Greenwald's move underscored Locals' appeal for commentators prioritizing autonomy over broader distribution networks. Krystal Ball and Saagar Enjeti, hosts of the independent news program Breaking Points, integrated premium content onto Locals in May 2024 to build a subscription-based community offering ad-free episodes, AMAs, and behind-the-scenes insights into populist critiques of both major U.S. parties. This transition aligned with their stance, allowing direct from audiences skeptical of corporate media influence, while maintaining video distribution on platforms like and . The move facilitated interactive features, such as community polls and exclusive breakdowns of election coverage, enhancing supporter involvement. These commentators represent Locals' niche in hosting voices across the — from classical liberals like to left-leaning independents like Greenwald and bipartisan populists like and Enjeti—who utilize the platform's tools for uncensored discourse and , often in response to risks elsewhere. Subscriber growth for such communities has been driven by dissatisfaction with algorithmic suppression on larger sites, though exact figures remain proprietary.

Other independent creators

ZDoggMD, the online persona of physician , operates a Locals focused on healthcare discussions, medical , and community engagement, offering subscribers exclusive content such as calls and unfiltered commentary on topics like policy and physician . Damania, a UCSF- and Stanford-trained internist, leverages the platform to foster direct interaction with supporters, bypassing gatekeepers, with membership tiers starting at subscription levels that support independent production of videos and podcasts. Health journalist maintains a Locals presence for his " Life" community, where he shares insights, advice, and resources drawn from his New York Times bestselling , emphasizing evidence-based strategies for cognitive optimization amid mainstream dietary debates. Subscribers access premium materials like extended interviews and Q&A sessions, enabling Lugavere to monetize directly from an audience interested in preventive without reliance on algorithmic platforms. In technology and open-source realms, Bryan Lunduke runs the Lunduke on Locals, delivering content on , Unix systems, retro , and critiques of industry trends, including dynamics in . Lunduke, an independent tech journalist, uses the site for ad-free articles, livestreams, and subscriber-exclusive posts, attracting supporters wary of corporate influence in tech journalism as of 2023 onward. Comedian and podcaster Bridget Phetasy utilized Locals for her community until transitioning in 2025, hosting discussions on personal recovery, relationships, and authenticity through her "Walk-Ins Welcome" series, where paid members received behind-the-scenes access and live interactions. Phetasy's approach highlighted Locals' role in sustaining niche creators focused on self-improvement content, with emphasis on uncensored dialogue free from external moderation pressures. Physician Dr. Drew Pinsky, known for expertise in , employs Locals for his community to distribute aftershows, health analyses, and supporter interactions beyond broadcast limits, maintaining independence in addressing topics like crises and . Pinsky's platform usage underscores Locals' appeal to medical professionals seeking direct funding and audience control, with features like one-time donations and tiered subscriptions supporting ongoing content as of 2024.

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