The Fine Brothers — the twenty-second most subscribed channel on YouTube — has lost tens of thousands of subscribers in response to the launch of their React World initiative.

According to Social Blade at the time of writing, the channel — home of the Kids React, Teens React, Adults React, and Elders React series — had lost over 81,000 subscribers within 24 hours.

The dip began after the brothers uploaded REACT AROUND THE WORLD?!? on 26 January. In the video, the duo announced React World, allowing creators worldwide to licence Fine Brothers formats for their own use, including the various React brands, Try Not to Smile or Laugh, and Lyric Breakdown.

Fine Brothers Entertainment filed an application for trademark protection on “React” in July 2015, according to Variety. The application pertains to “entertainment services, namely, providing an ongoing series of programs and webisodes via the Internet in the field of observing and interviewing various groups of people.” React World will aggregate independently-produced React-branded videos, and allow the Fine Brothers to monetise that content.

Many perceived the move as an attempt to copyright the idea of reaction videos themselves, and the announcement was criticised for going “against the community spirit” of YouTube.

https://twitter.com/Jaack/status/693848758493286400

Just mixed some mentos with diet coke but now I'm scared of a knock on the door from the fine bros. It was an intense chemical reaction — Evan DEADinger (@EvanEdinger) January 31, 2016

Yo someone tell the Fine Brothers that BBC Children in Need stole their format: https://t.co/84DHyA81lK — Dan Bull 🍐 (@itsDanBull) January 31, 2016

Plot twist: the debate over 'react' videos has triggered a chain reaction, and now Diana Ross is suing The Fine Bros https://t.co/gcNqmn2UTv — Teoh Lander-Boyce (@teohlanderboyce) January 31, 2016

Hey @thefinebros.

1. Clearly state what your format is.

2. Explain why you trademarked the word React.

3. Detail the takedowns you've done. — Daniel Hardcastle (@DanNerdCubed) January 31, 2016

It was also suggested that a Fine Brothers fan page on Facebook had previously asked fans to target The Ellen DeGeneres Show, after it screened a Kids React-style segment without crediting the Fine Brothers. The page has since been taken down or made private, and it is not clear whether it had any direct connection to the Fine Brothers themselves.

Regarding the Fine Brothers, this looks pretty damning. Ellen showed some old stuff to kids and Fine Bros did this: pic.twitter.com/0BYOlU16GE — Dan Bull 🍐 (@itsDanBull) January 31, 2016

it LOOKS like it's posted by a fanpage, however it seems the Fine Bros official Facebook account was once indeed called "TheFineBros Fans" — Dan Bull 🍐 (@itsDanBull) January 31, 2016

However, some creators have come to the Fine Brothers’ defence, including Tom Ridgewell and Sammy Paul.

“I honestly can’t/won’t talk shit about The Fine Bros,” Tom wrote on Twitter . “Kids React to asdfmovie was a big help for my channel and for that I’m grateful.

“Is it awkward af that they’re licensing their React series?” he continued. “Yeah. Do I understand what they’re doing form a business perspective? Also yeah.

“It goes massively against the spirit of YouTube as a community, despite what they’re claiming, but I can think of much worse things,” Tom added.

“They’re getting more bad press than YouTubers with multiple rape allegations,” he concluded. “That ain’t justice.”

I disagree with the spirit of everything the Fine Bros are attempting but the hate campaign against them is needless and needs to chill out. — Sammy Paul (@ICOEPR) January 31, 2016

In response to the negative reaction, the Fine Brothers released a further video, to clarify their intent.

https://www.youtube.com/watch?v=0t-vuI9vKfg

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