YouTubers are increasingly diversifying their income streams beyond ad revenue and brand deals due to the unpredictability of platform policies and ad earnings.
Many are evolving into vertically integrated media companies with product lines, brick-and-mortar ventures, and consumer brands.
Examples include:
- MrBeast: His snack brand, Feastables, generates more profit than his YouTube content.
- Emma Chamberlain: Her coffee brand, Chamberlain Coffee, reached approximately $20 million in revenue in 2023 and is expanding with a physical location.
- Logan Paul: Co-founded Prime, an energy drink brand that initially achieved viral success but has faced declining sales and regulatory scrutiny. Also has Maverick Apparel.
- Ryan’s World: Expanded into toys and apparel, generating over $250 million in revenue in 2020.
- Rosanna Pansino: Sells cookbooks and baking tools, expanding her Nerdy Nummies brand.
- Michelle Phan: Co-founded the beauty subscription service Ipsy and has her own makeup line, EM Cosmetics.
- Huda Kattan: Founded Huda Beauty, a globally recognized beauty brand, and later bought back a minority stake.
These creators are building sustainable businesses that can outlast algorithm changes and policy shifts.