YouTube has established itself as the leading platform, providing numerous avenues for creators to make a living. In June, the organization disclosed that its creative ecosystem contributed over $55 billion to the U.S. GDP and generated more than 490,000 full-time jobs.

Nonetheless, numerous YouTubers have decreased their dependence on advertisement earnings and brand partnerships. Several factors have influenced this change. Firstly, ad revenues can fluctuate. As YouTube consistently revises its regulations, some creators struggle to obtain ads for their content, potentially harming their income. They’ve also come to understand that revenue from these sources can disappear without warning.

Acknowledging the instability of revenue reliant on platforms, many YouTubers are transitioning from mere creators to vertically integrated media enterprises with supplementary businesses, such as product lines, physical locations, and consumer brands that can endure algorithm updates and policy modifications.

In certain instances, these side ventures are developing quicker and more sustainably than their YouTube platforms.

MrBeast

Jimmy Donaldson, better known as MrBeast, with 442 million subscribers, is not only one of YouTube’s top figures — he is also its most enterprising entrepreneur.

What commenced as a merchandise shop in 2018 — ShopMrBeast — has blossomed into a collection of business ventures, including his three-year-old snack brand, Feastables.

Feastables’ debut product was the “MrBeast Bar,” a chocolate confection that accrued over $10 million in sales within its first 72 hours, moving more than 1 million bars at launch. As of now, Feastables is more lucrative than his YouTube content and even his “Beast Games” competition series on Prime Video. In 2024, Feastables produced around $250 million in revenue and over $20 million in profit, while his media business incurred approximately $80 million in losses.

Other initiatives include his packaged food line Lunchly (co-founded with YouTubers Logan Paul and KSI), the toy collection MrBeast Lab, MrBeast Burger, and the analytic service Viewstats. He even tried to acquire the U.S. operations of TikTok by joining the American Investor Consortium, a group led by Employer.com founder Jesse Tinsley.

Currently, MrBeast is branching out into new sectors. He intends to create a mobile virtual network operator (MVNO), potentially collaborating with one of the major networks, such as AT&T, T-Mobile, or Verizon. Furthermore, the YouTuber was seen submitting a trademark request for a mobile application providing banking, financial advisory, and cryptocurrency exchange services.

Emma Chamberlain

Emma Chamberlain, who gained recognition as a teenage vlogger in 2016, now boasts over 12 million subscribers and has achieved success in the beverage market.

She established her coffee brand, Chamberlain Coffee, in 2019, which provides an array of products, including cold brew, coffee pods, ground coffee, and whole beans, alongside tea and matcha. Notably, other YouTubers have followed her lead, such as Jacksepticeye with his Top of the Mornin’ Coffee brand and Philip DeFranco with Wake & Make Coffee.

In 2023, Chamberlain Coffee experienced a notable year, launching ready-to-drink canned lattes and achieving around $20 million in revenue, as reported by Forbes. The brand has recently witnessed substantial growth, opening its first physical store in January. Previously, it had solely an online and retail presence in outlets like Target, Sprouts, and Walmart. 

Though Chamberlain Coffee encountered some difficulties last year stemming from supplier challenges, it is anticipated to recover, with projected revenue growth of over 50% by 2025, approaching $33 million, according to Business Insider. The brand also aims for profitability by 2026.

Logan Paul

Logan Paul (23.6 million subscribers) is currently recognized for his wrestling career but previously was enveloped in various controversies, including a notorious 2017 video and a dubious NFT project, CryptoZoo. 

He gained prominence through his energy drink brand, Prime, which experienced swift viral growth in 2022. Co-founded with YouTuber KSI, the brand surpassed $1.2 billion in sales in 2023, a sum greatly exceeding what most creators earn through views, ads, and brand partnerships. However, it has since encountered diminishing sales, regulatory scrutiny due to its high caffeine content, and litigations from business associates. Particularly in the U.K., the brand’s revenue declined by about 70% from 2023 to 2024.

His other enterprise, Maverick Apparel, generated between $30 million and $40 million in 2020. 

His sibling, Jake Paul, is also engaged in various initiatives, including co-founding the Anti Fund, which has highlighted prior investments in OpenAI, Anduril, Ramp, and Cognition, among others. The younger Paul also oversees a grooming line named W and a mobile betting platform termed Betr.

Ryan’s World

Ryan’s World, hosted by 13-year-old Ryan Kaji, is another significant YouTube presence with an impressive following. Ryan gained popularity through his toy reviews and unboxing videos, which have attracted nearly 40 million young viewers. 

Alongside his YouTube triumph, Kaji has broadened his brand with a series of toys and clothing items available at major retail outlets, reportedly generating over $250 million in revenue in 2020. Kaji and his family have since diversified their endeavors, launching a television show and an app that provides educational material designed for children.

Rosanna Pansino

Rosanna Pansino is a well-known baker on YouTube recognized for her baking tutorials and themed desserts. With 14.8 million subscribers, she gained notoriety for her recipes inspired by various aspects of pop culture, gaming, and films. 

Outside of YouTube, Pansino has published several cookbooks that have received positive feedback, elevating her Nerdy Nummies brand. She also markets baking products at several retailers, including Amazon.

Other YouTube personalities have ventured into cookware and food-related offerings as additional income sources. Noteworthy examples include chef and author Andrew Rea, known as Babish, who debuted his Babish Cookware brand in 2021, along with comedy duo Rhett & Link, who market MishMash Cereal.

Michelle Phan

Michelle Phan first gained recognition in 2007 through her makeup tutorials, becoming one of the pioneers in effectively monetizing her content in the beauty space. In addition to her thriving YouTube career, she co-founded the beauty subscription service Ipsy, which has gained immense popularity. Phan has also developed her own cosmetic line, EM Cosmetics. 

Huda Kattan

In 2013, Huda Kattan founded the internationally acclaimed beauty line Huda Beauty. She divested a minority share to private equity firm TSG Consumer Partners in 2017 but reacquired it in June amidst pressure from investors for changes in senior leadership that conflicted with her vision for the rapidly evolving brand, which is said to generate hundreds of millions in sales annually.

Numerous influencers have started their own makeup brands. Other prominent makeup lines established by YouTube influencers are Jeffree Star Cosmetics and Tati Beauty.