YouTube has become the largest platform out there and offers tons of opportunities for creators to make a living. In June, the company reported that its creative ecosystem added more than $55 billion to the United States GDP and created more than 490,000 full-time jobs.
However, many YouTubers have reduced their dependence on advertising revenue and brand deals. There are several reasons for this change. First, advertising revenue can be unpredictable. As YouTube continually updates its policies, some creators find it difficult to secure ads for their videos, which can negatively impact their earnings. They have also realized that income from these flows can disappear unexpectedly.
Recognizing the volatility of platform-dependent income, many YouTubers are no longer just creators. They are vertically integrated media companies with parallel businesses, including product lines, brick-and-mortar businesses, and consumer brands that can survive algorithm and policy changes.
In some cases, these side businesses are growing faster and more sustainably than their YouTube channels.
Mrbeast
Jimmy Donaldson, known as MrBeast, who has 442 million subscribers, is not only one of the platform’s biggest creators: he is its most aggressive entrepreneur.
In November 2025, for example, The Times reported that the YouTuber is set to open a theme park in Saudi Arabia, with attractions inspired by his video content. Among other features, there will supposedly be a game in which six players stand on trapdoors and must press a button when it turns on or falls.
MrBeast is also venturing into telecommunications. It plans to establish a mobile virtual network operator (MVNO), which could involve partnering with one of the major carriers, such as AT&T, T-Mobile or Verizon.
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Additionally, the YouTuber was seen filing a trademark application for a mobile app that offers banking, financial advisory, and crypto trading services. In February 2026, MrBeast announced the step acquisitionthe banking application aimed at Generation Z users.
But there is much more. What started with a produce store in 2018, ShopMrBeast, has grown into a broad portfolio of businesses, including its now three-year-old snack brand, Feastables.
Feastables’ initial product was “MrBeast Bar”, a chocolate bar that generated more than $10 million in sales within its first 72 hours, selling over 1 million bars at launch. Today, Feastables is more profitable than its YouTube content and even its “Beast Games” competition series on Prime Video. In 2024, Feastables generated approximately $250 million in revenue and more than $20 million in profits, while its media business lost approximately $80 million.
Other companies include his packaged food brand Lunchly (co-founded with YouTubers Logan Paul and KSI), toy line MrBeast Lab, MrBeast Burgerand the analysis platform Viewing statistics. Hey, just a minute attempt to buy TikTok’s US operations joining the American Investor Consortium, a group of investors led by Employer.com founder Jesse Tinsley.
Emma Chamberlain
Emma Chamberlainwho rose to fame as a teen vlogger in 2016, now has over 12 million subscribers and has found success in the beverage industry.
It launched its coffee brand, Chamberlain Coffee, in 2019, offering a variety of products, including cold brew, single-serve, ground and bean coffee options, as well as tea and matcha. Notably, other YouTubers have followed suit, such as jacksepticeye with its Top of the Mornin’ Coffee brand and Felipe De Franco with Wake & Make Coffee.
In 2023, Chamberlain Coffee had a big year by introducing canned latte ready to drink and reaching approximately $20 million in revenue, according to Forbes. The brand recently experienced even more substantial growth, opening its first physical location in January. Previously, it only had a retail and online presence at places like Target, Sprouts, and Walmart.
Although Chamberlain Coffee faced some challenges in 2024 due to supplier issues, it is expected to rebound, with projected revenue growth of more than 50% by 2025, reaching more than $33 million, according to Insider business information. The brand is also targeting profitability by 2026.
logan paul
logan paul (23.6 million subscribers) is now known for his wrestling career, but was previously known for numerous controversies, such as an infamous 2017 video and a Allegedly fraudulent NFT projectCryptoZoo.
He also gained attention through his energy drink brand, Prime, which achieved rapid viral success in 2022. The brand, co-founded by YouTuber KSI, surpassed 1.2 billion dollars in sales in 2023, a figure that far exceeds what most content creators earn from views, ads and brand deals. However, it has since faced declining sales, regulatory scrutiny for its high caffeine content, and lawsuits from business partners. Sales have cooled especially in the UK, where revenue fell by approximately 70% from 2023 to 2024.
Another company of his, Maverick Apparel, carried out between $30 million and $40 million in 2020.
His brother, Jake Paul, is also involved in several companies, including co-founding the Anti Fund, which has touted past investments in OpenAI, Anduril, Ramp and Cognition, among others. Young Paul also owns a personal care line, called W, and a mobile betting platform called Betr.
Ryan’s world
Ryan’s worldHosted by 13-year-old Ryan Kaji is another notable YouTuber with an astonishing number of followers. Ryan rose to fame thanks to his toy reviews and unboxing videos, which have captivated almost 40 million young viewers.
In addition to his success on YouTube, Kaji has expanded his brand through a line of toys and clothing that are sold in major retail chains and reportedly generated about 250 million dollars of income in 2020. Since then, Kaji and his family have diversified their businesses, including launching a television show and an app that offers educational content designed for children.
Rosanna Pansino
Rosanna Pansino is a popular baker on YouTube known for her baking tutorials and themed treats. With 14.8 million subscribers, she rose to fame for her recipes inspired by pop culture, games and movies.
Beyond YouTube, Pansino has released several well-received cookbooks, expanding his Nerdy Nummies brand. It also sells baking tools at various retailers, including Amazon.
Other YouTubers have ventured into kitchen utensils and food products as additional sources of income. Notable examples include chef and author Andrew Rea, known by the pseudonym Babish, who launched his babish kitchen utensils brand in 2021, as well as comedy duo Rhett & Link, who sell MishMash Cereal.
Michelle Phan
Michelle Phan She gained fame in 2007 with her makeup tutorials, becoming one of the first beauty influencers to effectively monetize her content. In addition to her successful YouTube career, she co-founded the beauty subscription service. ipsywhich has become very popular. Phan also has her own makeup line, EM Cosmetics.
Huda Kattan
Huda Kattan founded the globally recognized beauty brand Huda Beauty in 2013. She sold a minority stake to private equity firm TSG Consumer Partners in 2017, but bought it back in June after investor pressure to bring in senior management clashed with her vision for the fast-moving brand, which reportedly brings hundreds of millions of dollars in sales every year.
Many influencers have created their own makeup brands. Other well-known makeup brands launched by YouTube influencers include Jeffree Star Cosmetics and Tati Beauty.
