YouTube stands as the leading platform for creators, presenting vast possibilities for earning a livelihood. As of June, the company revealed that its creator ecosystem contributed more than $55 billion to the U.S. GDP and was responsible for generating over 490,000 full-time jobs.
Yet, a growing number of YouTubers are moving away from depending solely on ad income and sponsorships. This change is driven by several factors. For one, ad earnings can fluctuate greatly. With YouTube’s policies frequently evolving, some creators struggle to consistently secure ads for their content, which can hurt their income. They’ve also discovered that these revenue streams can disappear without warning.
Acknowledging the instability of income tied to platforms, many YouTubers have evolved beyond content creation. They now operate as vertically integrated media businesses, launching side ventures such as product lines, physical stores, and consumer brands that can withstand shifts in algorithms and policy changes.
In fact, some of these additional businesses are expanding at a faster and steadier pace than their YouTube channels.
MrBeast
Image Credits:Beast Industries
Jimmy Donaldson, better known as MrBeast, commands an audience of 442 million subscribers and is not just a top YouTube personality—he’s also one of its most ambitious business minds.
His journey began with ShopMrBeast, a merchandise store launched in 2018, 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 outperforms both his YouTube content and his “Beast Games” show on Prime Video in terms of profit. In 2024, Feastables reported around $250 million in revenue and over $20 million in profit, while his media operations saw losses 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 collection, MrBeast Burger, and the analytics service Viewstats. He even joined the American Investor Consortium, led by Employer.com founder Jesse Tinsley, in an attempt to acquire TikTok’s U.S. business.
Currently, MrBeast is exploring a new venture: launching a mobile virtual network operator (MVNO), potentially in collaboration with major carriers like AT&T, T-Mobile, or Verizon.
Emma Chamberlain
Chamberlain Coffee.
Image Credits:Chamberlain Coffee
Emma Chamberlain, who began her career as a teenage vlogger in 2016, has amassed over 12 million subscribers and has made a name for herself in the coffee industry.
She introduced Chamberlain Coffee in 2019, offering a range of products like cold brew, coffee pods, ground and whole beans, as well as tea and matcha. She’s not alone—other YouTubers such as Jacksepticeye and Philip DeFranco have also launched their own coffee brands.
In 2023, Chamberlain Coffee experienced a breakthrough, launching canned lattes and reaching about $20 million in sales, according to Forbes. The company has recently grown even more, opening its first physical store in January after previously being available only online and at retailers like Target, Sprouts, and Walmart.
Despite facing supply chain issues last year, Chamberlain Coffee is projected to recover, with Business Insider forecasting revenue to climb over 50% by 2025, 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 now recognized for his wrestling career, though he previously made headlines for controversies such as a notorious 2017 video and the CryptoZoo NFT project.
He also co-founded the energy drink brand Prime with KSI, which went viral in 2022. By 2023, Prime had achieved over $1.2 billion in sales, far outpacing typical creator earnings from ads and sponsorships. However, the brand has since seen a drop in sales, faced regulatory concerns over caffeine levels, and dealt with legal disputes. 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 operates 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 a massive audience. Ryan became popular for his toy reviews and unboxing videos, attracting nearly 40 million young fans.
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’s recognized for recipes inspired by pop culture, video games, and movies.
Outside of YouTube, Pansino has published several successful cookbooks, further building her Nerdy Nummies brand. She also offers baking tools through retailers like Amazon.
Other creators have also entered the cookware and food product market to diversify their income. Noteworthy examples include Andrew Rea, known as Babish, who launched Babish Cookware in 2021, and the comedy duo Rhett & Link, who sell 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 online presence. Alongside her YouTube achievements, she co-founded Ipsy, a popular beauty subscription service, and launched her own cosmetics line, EM Cosmetics.
Huda Kattan
Image Credits:Huda Beauty
Huda Kattan launched the internationally acclaimed beauty brand Huda Beauty in 2013. She sold a minority interest to TSG Consumer Partners in 2017, but later repurchased it after disagreements over leadership direction, maintaining her vision for the brand, which reportedly generates hundreds of millions in annual sales.
Numerous influencers have started their own cosmetic brands. Other notable examples from YouTube include Jeffree Star Cosmetics and Tati Beauty.
