YouTube has become the biggest platform there, offering plenty of opportunities for creators to make a living. In June, the company reported that the creative ecosystem added more than $55 billion to US GDP, creating more than 490,000 full-time jobs.
However, many YouTubers have reduced their dependence on advertising revenue and brand trading. There are several reasons for this shift. First, advertising revenue is unpredictable. With YouTube’s continuous policy updates, some creators find it difficult to secure ads for videos. They also realized that revenue from these streams could disappear unexpectedly.
Recognizing the volatility of platform-dependent revenue, many YouTubers are no longer just creators. They are vertically integrated media companies with parallel businesses that include product lines, brick and mortar ventures and consumer brands that may outweigh algorithm changes and policy shifts.
In some cases, these side businesses are growing faster and more sustainably than their YouTube channels.
MrBeast
Jimmy Donaldson, known as Mrbeast with 442 million subscribers, is not one of YouTube’s biggest stars. He is the most aggressive entrepreneur.
Shopmrbeast, which began in 2018 in its merchandise stores, exploded into its business portfolio, including Feastables, a snack brand that is now three years old.
Feastables’ first product was Mrbeast Bar, a chocolate bar that generated more than $10 million in sales within its first 72 hours. As of today, Feastables is more profitable than his YouTube content and Prime Video’s “Beast Games” competition series. In 2024, Feastables generated around $250 million in revenue and more than $20 million in profits, but his media business lost around $80 million.
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Other ventures include his packaged food brand lunch (co-founded with YouTubers Logan Paul and KSI), Toy Line Mrbeast Lab, Mrbeast Burger and Analytics Platform Viewstat. He tried to buy Tiktok’s US business by joining the American Investor Consortium, an investor group led by Employer.com founder Jesse Tinsley.
Currently, Mrbeast is trying out a new area. He plans to establish a Mobile Virtual Network Operator (MVNO) that could involve partnering with one of the leading operators such as AT&T, T-Mobile, and Verizon.
Emma Chamberlain
Emma Chan Baren, who gained fame as a teenage blogger in 2016, is currently a successful beverage industry with over 12 million subscribers.
She launched the coffee brand Chamberlain Coffee in 2019. Chamberlain Coffee offers a wide range of products, including Cold Brew, Coffee Pods, Ground and Whole Bean options, as well as black tea and matcha. In particular, other YouTubers have collaborated with Jacksepticeye, the top of the Mornin’ Coffee brand, and Philip Defranco from Wake & Make Coffee.
In 2023, Chamberlain Coffee reached an important year, introducing ready-to-eat canned lattes, reaching revenue of around $20 million. The brand recently experienced even more significant growth, opening its first physical location in January. Previously, there were only online and retail presences in places like Target, Sprout, Walmart.
According to Business Insider, Chamberlain Coffee faced several challenges last year due to supplier issues, but is expected to expect revenue growth of over 50% by 2025. The brand is aiming to be profitable by 2026.
Logan Paul
Logan Paul (23.6 million subscribers) is now known for his wrestling career, but has been previously known in many controversies, including the infamous 2017 video and the fraudulent NFT project Cryptozoo.
He also attracted attention through Prime, the energy drink brand that quickly achieved viral success in 2022. The brand co-founded by YouTuber KSI surpassed its $1.2 billion sales in 2023. However, since then, it has faced a decline in sales, scrutiny of regulations on its high caffeine content, and lawsuits from business partners. Sales in the UK are particularly declining, with revenues falling by about 70% from 2023 to 2024.
His other venture, Maverick Apparel, made between $30 million and $40 million in 2020.
His brother, Jake Paul, has also been involved in a variety of ventures, including co-founding anti-funds that promote past investments in Open, Andrill, Lamp, and recognition. Young Paul also owns a grooming line called W and a mobile betting platform called BeTR.
Ryan’s World
Hosted by 13-year-old Ryan Kazi, Ryan’s world is another well-known YouTuber with incredible supporters. Ryan gained fame through toy reviews and boxed videos that have captivated around 40 million young viewers.
In addition to the success of YouTube, Kaji has been sold in major retail chains and expanded its brand through a toy and apparel line that generated more than $250 million in revenue in 2020. Kaji and his family have diversified their ventures, including launching television shows and apps that provide educational content for children.
Rosanna Pancino
Rosanna Pansino is a popular bakery on YouTube known for its baking tutorials and themed sweets. With 14.8 million subscribers, she gained fame for her recipes inspired by pop culture, games and films.
Beyond YouTube, Pansino has expanded her nerdy Nummies brand to release several well-received cookbooks. She also sells baking tools at several retailers, including Amazon.
Other YouTubers are challenging cooking utensils and food as additional revenue streams. Notable examples include Cook and author Andrew Leah, known to the pseudonym Babish who launched the Baby Cooking Utensils brand in 2021, and comedy duo Lett & Link selling mishmash cereals.
Michelle Fan
Michelle Fan rose to fame in 2007 with makeup tutorials and became one of the first beauty influencers to effectively monetize content. In addition to her successful YouTube career, she co-founded the beauty subscription service IPSY. Phan also has its own make-up line, EM Cosmetics.
Huda Kattan
Huda Kattan founded Huda Beauty, a globally recognized beauty brand in 2013. In 2017, he sold a minority stake to private equity firm TSG Consumer Partners, but after gaining investor pressure in June, it clashed with the vision of a fast moving brand.
Many influencers create their own make-up brands. Other well-known makeup brands launched by YouTube influencers include Jeffried Star Cosmetics and Tati Beauty.
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