YouTube stands as the leading platform for creators, providing countless ways for individuals to make a living. In June, the company shared that its creator ecosystem contributed over $55 billion to the U.S. GDP and was responsible for generating more than 490,000 full-time jobs.
Despite this, a growing number of YouTubers are moving away from depending solely on ad revenue and brand partnerships. This trend is driven by several factors. For one, ad earnings can fluctuate greatly. With YouTube’s frequent policy changes, some creators struggle to consistently secure ads for their content, which can hurt their income. Many have also learned that these revenue streams can disappear without warning.
Acknowledging the instability of income tied to platforms, many YouTubers have evolved beyond being just content creators. They now operate as vertically integrated media businesses, launching product lines, physical stores, and consumer brands that can withstand changes in algorithms and platform rules.
In certain instances, these additional businesses are expanding more rapidly and sustainably than the creators’ YouTube channels themselves.
MrBeast
Image Credits:Beast Industries
Jimmy Donaldson, better known as MrBeast, has amassed 442 million subscribers and is not only one of YouTube’s top personalities but also its most ambitious businessperson.
His journey began in 2018 with the launch of ShopMrBeast, a merchandise store, which has since grown into a diverse business empire that includes his snack company, Feastables, now three years old.
Feastables debuted with the “MrBeast Bar,” a chocolate bar that sold over 1 million units and brought in more than $10 million within the first 72 hours. Today, Feastables outperforms both his YouTube channel and his “Beast Games” series on Prime Video in terms of profit. In 2024, Feastables reportedly earned about $250 million in revenue and over $20 million in profit, while his media ventures saw losses of around $80 million.
Donaldson’s other projects include Lunchly, a packaged food brand he co-founded with Logan Paul and KSI, the MrBeast Lab toy collection, MrBeast Burger, and the analytics tool Viewstats. He even joined the American Investor Consortium, led by Employer.com’s Jesse Tinsley, in an attempt to acquire TikTok’s U.S. operations.
MrBeast is also exploring new industries. He has plans to launch a mobile virtual network operator (MVNO), potentially collaborating with major carriers like AT&T, T-Mobile, or Verizon. Additionally, he has filed a trademark for a mobile application that would provide banking, financial advice, and cryptocurrency exchange services.
According to The Times, MrBeast is preparing to open a theme park in Saudi Arabia, featuring attractions inspired by his videos. One ride, for example, will have six participants standing on trap doors, pressing a button when it lights up to avoid falling.
Emma Chamberlain
Chamberlain Coffee.
Image Credits:Chamberlain Coffee
Emma Chamberlain, who started as a teenage vlogger in 2016, now boasts over 12 million subscribers and has carved out a niche in the beverage market.
She introduced Chamberlain Coffee in 2019, offering a range of products such as cold brew, coffee pods, ground and whole bean coffee, as well as tea and matcha. Other YouTubers have followed her lead, including Jacksepticeye with Top of the Mornin’ Coffee and Philip DeFranco with Wake & Make Coffee.
Chamberlain Coffee had a standout year in 2023, launching canned lattes and reaching around $20 million in sales, according to Forbes. The brand’s momentum continued with the opening of its first physical store in January, expanding from its previous online and retail presence at stores like Target, Sprouts, and Walmart.
Although the company faced supplier-related setbacks last year, it is projected to recover, with Business Insider forecasting over 50% revenue growth by 2025, potentially surpassing $33 million. The brand also aims to achieve profitability by 2026.
Logan Paul
Image Credits:Cliff Hawkins / Getty Images
Logan Paul, who has 23.6 million subscribers, is currently recognized for his wrestling career but was previously known for various controversies, including a notorious 2017 video and the CryptoZoo NFT project.
He also made headlines with his energy drink brand, Prime, which he co-founded with KSI. Prime saw explosive growth in 2022 and surpassed $1.2 billion in sales in 2023, far outpacing typical creator earnings from ads and sponsorships. However, the brand has since experienced a drop in sales, regulatory issues over caffeine content, and legal disputes with business partners. In the U.K., sales fell by about 70% from 2023 to 2024.
Paul’s apparel line, Maverick Apparel, generated between $30 million and $40 million in 2020.
His brother, Jake Paul, is also active in business, co-founding the Anti Fund, which has invested in companies like OpenAI, Anduril, Ramp, and Cognition. Jake also owns a grooming brand called W and a sports betting platform named Betr.
Ryan’s World
Ryan’s World, hosted by 13-year-old Ryan Kaji, is another major YouTube channel with a massive following. Ryan became famous for his toy reviews and unboxing videos, attracting nearly 40 million young subscribers.
Beyond YouTube, Kaji has expanded his brand with a line of toys and clothing available at major retailers, reportedly bringing in over $250 million in 2020. His family has also branched out into other areas, launching a TV show and an educational app for children.
Rosanna Pansino
Image Credits:rosannopansino.com
Rosanna Pansino is a well-known YouTube baker, famous for her creative baking tutorials and themed desserts. With 14.8 million subscribers, she is celebrated for recipes inspired by pop culture, video games, and movies.
Outside of YouTube, Pansino has published several successful cookbooks, growing her Nerdy Nummies brand. She also offers baking tools through retailers like Amazon.
Many other YouTubers have also entered the cookware and food product market to diversify their income. Notable examples include Andrew Rea, known as Babish, who launched Babish Cookware in 2021, and comedy duo Rhett & Link, who offer MishMash Cereal.
Michelle Phan
Ipsy founders Jennifer Goldfarb (left), Marcelo Camberos, and Michelle Phan (right)
Michelle Phan became a household name in 2007 with her makeup tutorials, establishing herself as one of the first beauty creators to successfully monetize her content. Alongside her YouTube achievements, she co-founded Ipsy, a popular beauty subscription service, and launched her own cosmetics brand, EM Cosmetics.
Huda Kattan
Image Credits:Huda Beauty
Huda Kattan launched Huda Beauty in 2013, which has since become a global beauty powerhouse. She sold a minority share to TSG Consumer Partners in 2017, but bought it back in June after disagreements over leadership direction, as she wanted to maintain her vision for the fast-evolving brand, which reportedly generates hundreds of millions in annual sales.
Numerous influencers have started their own cosmetic lines. Other prominent beauty brands created by YouTube personalities include Jeffree Star Cosmetics and Tati Beauty.
