YouTubers aren’t relying on ad revenue anymore — here’s how some are diversifying

YouTube has become one of the world's largest platforms, creating significant financial opportunities for content creators. In June, the company reported that its creative ecosystem contributed more than $55 billion to U.S. GDP and supported over 490,000 full-time jobs.

Yet many creators are no longer depending primarily on advertising revenue or brand sponsorships. One major reason is unpredictability. Advertising income can fluctuate, particularly as YouTube continues to adjust its content policies. For some creators, securing ads has become more challenging, and income streams tied to platform rules can disappear unexpectedly.

As a result, numerous YouTubers have transformed themselves into vertically integrated media businesses. Beyond content creation, they now operate product lines, physical storefronts, and consumer brands designed to remain stable even if algorithms or policies shift. In several instances, these ventures are expanding more quickly—and sustainably—than the creators' channels.

MrBeast

Jimmy Donaldson, widely known as MrBeast, has 442 million subscribers and is among the most ambitious entrepreneurs on the platform.

In November 2025, The Times reported that he planned to open a theme park in Saudi Arabia featuring attractions inspired by his videos. One concept reportedly involves a game in which six participants stand on trapdoors and must press a button when it lights up, or risk falling.

MrBeast is also exploring the telecommunications sector by preparing to launch a mobile virtual network operator (MVNO) and potentially partnering with major carriers, including AT&T, T-Mobile, and Verizon.

He has additionally filed a trademark application for a mobile app focused on banking, financial advisory, and cryptocurrency exchange services. In February 2026, MrBeast announced the acquisition of Step, a fintech app targeting Gen Z users.

His entrepreneurial journey began with ShopMrBeast merchandise in 2018, but it has since expanded dramatically. His snack brand, Feastables, launched three years ago and quickly became a standout success. Its first product, the "MrBeast Bar," generated more than $10 million in revenue within 72 hours, selling over 1 million units at launch. Feastables is now reportedly more profitable than his YouTube channel and even his "Beast Games" series on Prime Video. In 2024, Feastables generated approximately $250 million in revenue and over $20 million in profit, while its media operations reportedly posted an $80 million loss.

Additional ventures include Lunchly — a packaged food brand co-founded with YouTubers Logan Paul and KSI — the toy line MrBeast Lab, MrBeast Burger, and analytics platform Viewstats. He also joined the American Investor Consortium, led by Employer.com founder Jesse Tinsley, to acquire TikTok's U.S. operations.

Emma Chamberlain

Emma Chamberlain rose to prominence as a teenage vlogger in 2016 and now has more than 12 million subscribers. She has found notable success in the beverage industry through her brand, Chamberlain Coffee, launched in 2019.

The company offers cold brew, coffee pods, ground and whole coffee, tea, and matcha. Other YouTubers have followed similar paths, including Jacksepticeye with Top of the Mornin' Coffee and Philip DeFranco with Wake & MCoffeeffee.

Chamberlain Coffee introduced ready-to-drink canned lattes in 2023 and reached roughly $20 million in revenue that year, according to Forbes. The company recently opened its first physical store after previously operating online and through retailers such as Target, Sprouts, and Walmart.

Despite supplier challenges in 2024, projections indicate that revenue could increase by more than 50% by 2025, surpassing $33 million, according to Business Insider. The brand aims to achieve profitability by 2026.

Logan Paul

Logan Paul, who has 23.6 million subscribers, has transitioned from internet personality to professional wrestler. His career has been marred by controversies, including a widely criticised 2017 video and the NFT project CryptoZoo.

He co-founded the energy drink brand Prime with KSI, which experienced explosive growth in 2022. Prime surpassed $1.2 billion in sales in 2023 — far exceeding typical earnings from ads and sponsorships. However, the brand has since encountered declining sales, regulatory scrutiny over caffeine levels, and legal disputes with partners. In the U.K., revenue reportedly declined by approximately 70% between 2023 and 2024.

Paul's apparel company, Maverick Apparel, generated between $30 million and $40 million in 2020.

His brother, Jake Paul, has also diversified through ventures, including co-founding the Anti Fund, which has invested in companies such as OpenAI, Anduril, Ramp, and Cognition. Jake Paul also operates a grooming brand, W, and a mobile betting platform, Betr.

Ryan's World

Ryan Kaji, the 13-year-old host of Ryan's World, gained fame through toy reviews and unboxing videos, attracting nearly 40 million young viewers.

Beyond YouTube, his brand expanded into toys and apparel sold through major retailers, reportedly generating more than $250 million in revenue in 2020. His family has also developed a television show and an educational app tailored for children.

Rosanna Pansino

Rosanna Pansino has amassed a following of 14.8 million subscribers through baking tutorials inspired by gaming, movies, and pop culture.

She expanded her Nerdy Nummies brand by publishing multiple cookbooks and offering baking tools through retailers such as Amazon. Other creators have launched similar ventures. Andrew Rea, known as Babish, introduced Babish Cookware in 2021, while comedy duo Rhett & Link market MishMash Cereal.

Michelle Phan

Michelle Phan rose to prominence in 2007 through makeup tutorials and became one of the earliest beauty influencers to monetise digital content successfully. She co-founded the subscription service Ipsy and later launched her own cosmetics brand, EM Cosmetics.

Huda Kattan

Huda Kattan founded Huda Beauty in 2013 and built it into a globally recognised cosmetics brand. She sold a minority stake to TSG Consumer Partners in 2017 but repurchased it in June following disagreements over leadership direction. The company reportedly generates hundreds of millions of dollars in annual sales.

Other YouTube personalities have similarly launched makeup brands, including Jeffree Star Cosmetics and Tati Beauty.

As YouTube continues to grow, its top creators are increasingly demonstrating that their influence extends far beyond ad revenue, building diversified enterprises that can thrive regardless of shifts in the platform economy.