iDubbbz

Ian's Content Cop series highlights other YouTube channels, critiquing their content as well as their owner's behavior on social media. Each episode of Content Cop has been dubbed as an "event" by fellow YouTube commentators, with every new episode sparking controversy. Fellow YouTube personality Philip DeFranco has stated that he is a fan of Ian and that "no one does hit-pieces better than Ian",[3] referring to his thorough but also entertaining style of criticism. Ian has produced Content Cops on a wide variety of YouTube personalities such as Daniel "Keemstar" Keem,[4] Calvin "LeafyIsHere" Vail,[5] Tana Mongeau[6] and Bryan "RiceGum" Le.[7]

Ian's first Content Cop was released in December 2015 and targeted reaction YouTuber Jinx Reload.[8] In the video, he criticizes his original videos being cringeworthy (namely How to get YouTube Famous, his parody interviews where he interviews pop stars and their responses are the vocals to the interviewee's songs, and Cartoons in the Hood), the fact that he has not improved the visual quality beyond 720p (claiming it was so he could upload more frequently), and his non-transformative reaction videos.

In May 2016, Ian released a Content Cop on Daniel "Keemstar" Keem of DramaAlert, which has over 30 million views on YouTube as of May 2020. In the video, he accused Keem of threatening big YouTubers with negative coverage and promoting small channels or accusing them of hiding something. Ian called Keem a "very rash decision maker" and showed clips of Keem saying what he called "really regrettable shit". In response, Keem called the Content Cop video "entertaining" and denied wanting to attack other YouTubers, saying he has "no problem booking guests or landing exclusive interviews". He also apologized for the comments and incidents he caused, but "justified" saying 'nigger' by (jokingly) using a genealogical DNA test to prove he is nine percent black.[9]

On April 6, 2017, YouTuber and rapper Bryan "RiceGum" Le stated in a video that he would like to have a Content Cop made on him, stating: "I don't really care, but I kind of really want him to make one on me".[10] In October 2017 Ian uploaded a video titled "Content Cop – Jake Paul", which has over 48 million views as of May 2020. The 31-minute video, however, was not about former Disney actor and YouTube personality Jake Paul, but about Le. In the video, Ian called him "Asian Jake Paul", explaining that he didn't want to give Le the satisfaction of having his name in the title or his face in the thumbnail. Then he proceeded to analyze and criticize Bryan Le in a format resembling the seven deadly sins.[7] To coincide with the episode of Content Cop, Ian released a music video for a new diss track titled "Asian Jake Paul", which has over 80 million views as of May 2020.[11][12][13][14] The song was produced in collaboration with British YouTube personality and musician Dave "Boyinaband" Brown with cameos by prominent YouTube personalities such as PewDiePie, Jack Douglass, and Ethan Klein. The song peaked at number 24 on the R&B/Hip-hop Digital Song Sales chart.[15] RiceGum responded with several videos, including "Frick Da Police", a response diss track, and a 22-minute video response. The Content Cop video gained 20 million views in the first two weeks from its release, leading to backlash on Le for past comments towards a rape victim, to whom he apologized. Ian responded with a follow-up video titled "Content Deputy – AJP" rebutting RiceGum's responses, featuring a comedic cameo by rapper Post Malone, and stating that this would be his final response to the situation.[7]

Ian has been credited for making several videos and cameos that became Internet memes.[16]

In 2020, Ian began live streaming on Twitch, and posting stream highlights to his new channel idubbbzStream.

Referring to Ian's controversial past use of the word "nigger", YouTuber Tana Mongeau criticized him on Snapchat, and controversially wrote to Ian on Twitter, "so 3 million ppl subscribe to u and u openly say the n-word and retard???? Kill yourself."[17] Mongeau also said she would be "genuinely happy" if Ian were to "break both of his legs and lose all of his subscribers".[18]

On January 21, Ian confronted Tana Mongeau at a VIP meet-and-greet session in San Francisco. Ian posed for a photo with Mongeau while wearing her merchandise, put his arm around her shoulder, and instead of saying "say cheese" said "say nigger". Ian was escorted off the premises by security. Three days later, Mongeau uploaded a video titled "The N Word" describing her version of the encounter. Ian subsequently published a Content Cop episode on Mongeau, accusing her of hypocrisy by showing videos of Mongeau using the word "nigger" in the past. He also defended his use of the word, claiming the significance of the context in which the word is used.[19]

On March 28, 2020, Ian uploaded a video defending the adult entertainment industry and responding to the remarks of fans accusing him of being a "simp" because of his support for his girlfriend starting an OnlyFans account.[20]