With more than 20,000 subscribers, he is a successful booktuber known for his JoelTiger YouTube channel. There he has reviewed books like Fifty Shades of Grey, House of Hades, and Allegiant.
He opened his channel in September 2013 with the video "BOOKSHELF... FINALLY!"
One of his most popular YouTube videos is a review of web star Zoe Sugg's book Girl Online.
He was born and lived much of his life in England.