YouTubers aren’t relying on ad revenue anymore — here's how some are diversifying | TechCrunch
Key Takeaways
- YouTubers are shifting away from reliance on unpredictable ad revenue and brand deals due to platform volatility.
- Creators are becoming vertically integrated media companies by launching parallel businesses like product lines and physical ventures.
- MrBeast's snack brand, Feastables, is highly profitable, generating more profit than his content business, and he is exploring launching an MVNO.
- Emma Chamberlain's Chamberlain Coffee brand is expanding successfully, opening its first physical location and projecting strong revenue growth.
- These independent ventures offer creators more sustainable income streams that are less susceptible to YouTube algorithm or policy changes.
YouTube's creative ecosystem significantly contributes to the U.S. economy, but creators are increasingly mitigating the risks associated with volatile ad revenue and unpredictable policy updates. Consequently, many top YouTubers are transforming into vertically integrated media companies, establishing parallel businesses such as product lines, physical stores, and consumer brands that offer more sustainable income streams. Jimmy Donaldson, or MrBeast, is a prime example, with his Feastables snack brand generating substantial revenue and profit, surpassing his media business losses. Similarly, Emma Chamberlain has found massive success with Chamberlain Coffee, which recently opened its first physical store and projects significant revenue growth. This strategic shift demonstrates that creators are prioritizing long-term stability over platform dependency, often finding their side ventures outperform their core YouTube channels.
