YouTube has grown into the world’s biggest platform for creators, fueling careers and businesses worldwide. In June, the company reported that its creative ecosystem contributed over $55 billion to the U.S. GDP and created nearly 490,000 full-time jobs.
But as YouTube’s ad revenue and brand deals prove unpredictable, creators are diversifying their income streams. Many are evolving into vertically integrated media companies, launching consumer brands, food products, tech ventures, and more. These businesses often grow faster and more sustainably than their YouTube channels themselves.
MrBeast: From Videos to Feastables
Jimmy Donaldson, aka MrBeast (442M subscribers), has built an empire far beyond YouTube. His snack brand Feastables, launched in 2022, generated $250M in 2024 revenue and over $20M in profit, surpassing his YouTube earnings. He also runs Lunchly (with Logan Paul and KSI), MrBeast Burger, MrBeast Lab toys, the analytics tool Viewstats, and even explored acquiring TikTok’s U.S. operations. His next move: launching a mobile virtual network operator (MVNO).
Emma Chamberlain: Brewing Success
Emma Chamberlain (12M subscribers) turned her vlogging fame into a thriving brand with Chamberlain Coffee. Launched in 2019, the company hit $20M in revenue in 2023 and is expanding rapidly with ready-to-drink lattes, retail partnerships, and a new flagship café. It’s projected to surpass $33M in revenue by 2025 and aims for profitability by 2026.
Logan Paul: From Prime to Pro Wrestling
Logan Paul (23.6M subscribers) co-founded the viral drink brand Prime, which crossed $1.2B in sales in 2023 but has since faced cooling demand, lawsuits, and regulatory scrutiny. His earlier apparel brand Maverick brought in $30M–$40M in 2020, while his other ventures include the betting platform Betr and grooming line W. His brother Jake Paul is also active, co-founding Anti Fund, an investment firm with stakes in companies like OpenAI and Anduril.
Ryan’s World: The Toy Empire
At just 13 years old, Ryan Kaji (40M subscribers) has transformed his toy review channel into a merchandising powerhouse. His toys, apparel, and media deals have brought in $250M+ in revenue, alongside TV shows and educational apps.
Rosanna Pansino: Baking Beyond YouTube
Rosanna Pansino (14.8M subscribers) parlayed her baking tutorials into the Nerdy Nummies brand, cookbooks, and a line of baking tools sold on Amazon and other retailers. Similar creator-driven kitchen brands include Babish Cookware (by Andrew Rea) and MishMash Cereal (by Rhett & Link).
Michelle Phan: Beauty Pioneer
Michelle Phan, one of YouTube’s earliest beauty influencers, co-founded Ipsy, a subscription beauty service, and launched EM Cosmetics. Her work set the blueprint for influencer-led beauty empires.
Huda Kattan: Global Beauty Mogul
Huda Kattan founded Huda Beauty in 2013, a cosmetics giant with hundreds of millions in annual revenue. She regained full control in 2024 after buying back shares from TSG Consumer Partners. Other YouTubers in the beauty space include Jeffree Star and Tati Westbrook.
Related: From YouTube to $12M Fund: Gabriel Jarrosson Bets Only on Y Combinator Startups
Today’s leading YouTubers are no longer just content creators, they’re entrepreneurs building brands that rival traditional businesses. With product lines, retail expansions, and new industries to explore, the creator economy is becoming one of the most powerful forces in modern business.
