PewDiePie released Congratulations on YouTube in 2019, near the end of his long subscriber race with Indian music label T-Series. The song congratulated T-Series on overtaking him while poking fun at the rivalry, and it featured collaborations with fellow creators Roomie and Boyinaband. Fans clipped its catchy chorus for memes, edits and celebration videos, and the short excerpt spread because it works both as a genuine cheer and as an ironic congratulations. It remains popular for marking milestones, wins and rivalries in online creator culture.