YouTube stands as the largest platform for creators, presenting a wealth of ways for individuals to make a living. In June, the company announced that its creator ecosystem contributed more than $55 billion to the U.S. GDP and was responsible for creating over 490,000 full-time jobs.
Yet, a growing number of YouTubers are moving away from depending solely on ad revenue and sponsorships. There are multiple factors behind this trend. For one, ad earnings can fluctuate greatly. With YouTube’s frequent policy changes, some creators struggle to consistently secure ads on their content, which can hurt their income. They’ve also learned that these revenue streams can disappear without warning.
Given the instability of income tied to platforms, many YouTubers have evolved beyond content creation. They now operate as vertically integrated media businesses, launching product lines, physical stores, and consumer brands designed to withstand changes in algorithms or platform policies.
In some instances, these additional businesses are expanding more rapidly and reliably than their YouTube channels themselves.
MrBeast
Image Credits:Beast Industries
Jimmy Donaldson, better known as MrBeast, boasts 442 million subscribers and is not only a top YouTube personality but also one of the platform’s most ambitious business minds.
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 in its first three days. Today, Feastables generates higher profits than both his YouTube content and his “Beast Games” competition series on Prime Video. In 2024, Feastables reported around $250 million in revenue and over $20 million in profit, while his media operations saw a loss of about $80 million.
Donaldson’s other projects include Lunchly, a packaged food brand co-founded with Logan Paul and KSI, the MrBeast Lab toy line, MrBeast Burger, and the analytics service Viewstats. He even joined the American Investor Consortium, led by Employer.com’s Jesse Tinsley, in an attempt to acquire TikTok’s U.S. business.
MrBeast is also exploring new ventures. He intends to launch a mobile virtual network operator (MVNO), potentially collaborating with major carriers like AT&T, T-Mobile, or Verizon. Additionally, he has filed for a trademark for a mobile app that would provide banking, financial advice, and cryptocurrency exchange features.
Emma Chamberlain
Chamberlain Coffee.
Image Credits:Chamberlain Coffee
Emma Chamberlain, who first gained attention as a teenage vlogger in 2016, now has 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, along with 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 experienced a breakthrough in 2023, launching canned lattes and reaching about $20 million in revenue, according to Forbes. The brand has recently expanded further, opening its first physical store in January after previously being available only online and in retailers like Target, Sprouts, and Walmart.
Despite facing supply chain challenges last year, Chamberlain Coffee is expected to recover, with Business Insider projecting revenue to climb by more than 50% in 2025, surpassing $33 million. The company also aims to achieve profitability by 2026.
Logan Paul
Image Credits:Cliff Hawkins / Getty Images
Logan Paul, with 23.6 million subscribers, is now recognized for his wrestling career but was previously known for various controversies, including a notorious 2017 video and the CryptoZoo NFT project, which was accused of being a scam.
He also made headlines with his energy drink company, Prime, which went viral in 2022. Co-founded with fellow YouTuber KSI, Prime exceeded $1.2 billion in sales in 2023, far outpacing typical creator earnings from ads and sponsorships. However, the brand has since seen sales drop, faced regulatory concerns over caffeine content, and become entangled in lawsuits with business partners. In the U.K., sales fell by roughly 70% from 2023 to 2024.
Another of Paul’s businesses, Maverick Apparel, generated between $30 million and $40 million in 2020.
His brother, Jake Paul, is also active in business, having co-founded the Anti Fund, which has invested in companies like OpenAI, Anduril, Ramp, and Cognition. Jake also owns a grooming brand called W and a mobile betting platform named Betr.
Ryan’s World
Ryan’s World, hosted by 13-year-old Ryan Kaji, is another major YouTube channel with an enormous audience. Ryan became popular through 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 earning 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 baking tutorials and themed desserts. With 14.8 million subscribers, she is celebrated for recipes inspired by pop culture, video games, and films.
Outside of YouTube, Pansino has published several successful cookbooks, growing her Nerdy Nummies brand. She also sells baking tools through retailers like Amazon.
Other creators have also entered the cookware and food product market to diversify their income. For example, Andrew Rea, known as Babish, launched Babish Cookware in 2021, and comedy duo Rhett & Link offer MishMash Cereal.
Michelle Phan
Ipsy founders Jennifer Goldfarb (left), Marcelo Camberos, and Michelle Phan (right)
Michelle Phan rose to prominence in 2007 with her makeup tutorials, becoming a pioneer in monetizing beauty content online. 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 established the internationally acclaimed beauty company Huda Beauty in 2013. She sold a minority share to TSG Consumer Partners in 2017 but reacquired it in June after disagreements over leadership direction, as she wanted to maintain her vision for the rapidly evolving brand, which reportedly brings in hundreds of millions in annual sales.
Numerous influencers have launched their own makeup brands. Other notable examples from YouTube include Jeffree Star Cosmetics and Tati Beauty.
