YouTubers are no longer dependent on ad revenue – here’s how others are making the switch

YouTube has become the biggest platform out there, offering tons of opportunities for creators to make a living. Back in June, the company reported that its environmental program added more than $55 billion to US GDP and created more than 490,000 full-time jobs.

However, many YouTubers have reduced their reliance on ad revenue and product deals. There are several reasons for this change. First, ad revenue can be unpredictable. As YouTube continues to update its policies, some creators are finding it challenging to protect their video ads, which can have a negative impact on their profits. They also realized that the income from this stream could disappear suddenly.

Seeing the dynamics of revenue depending on location, many YouTubers are no longer just creators. They are vertically integrated media companies with similar businesses, including product lines, brick-and-mortar businesses, and consumer products that can go through algorithm changes and policy changes.

In some cases, these side businesses grow faster and more consistently than their YouTube channels.

MrBeast

Jimmy Donaldson, aka MrBeast, with 442 million subscribers, isn’t just one of the platform’s biggest creators — he’s a fierce entrepreneur.

In November 2025, for example, The Times reported that the YouTuber will open a theme park in Saudi Arabia, with rides inspired by his video content. Among other features, there will be a game where six players stand at trap doors and must press a button when it lights up or falls.

MrBeast also ventures into social media. He plans to establish a mobile virtual network operator (MVNO), which may involve a partnership with one of the major carriers, such as AT&T, T-Mobile, or Verizon.

Additionally, the YouTuber has been spotted applying for a trademark for a mobile app that provides banking, financial advice, and crypto exchange services. In February 2026, MrBeast announced the acquisition of Step, a banking application aimed at Gen Z users.

But there is so much more. What started as a retail store in 2018 – ShopMrBeast – has blossomed into an extensive business portfolio, including his three-year-old brand, Feastables.

Feastables’ first product was the “MrBeast Bar,” a chocolate bar that generated over $10 million in sales in its first 72 hours, selling over a million bars upon launch. As of today, Feastables is more profitable than his YouTube content and even his competing series “Animal Games” on Prime Video. By 2024, Feastables made an estimated $250 million in revenue and over $20 million in revenue, while its media business lost nearly $80 million.

Other ventures include his packaged food brand Lunchly (co-founded with YouTubers Logan Paul and KSI), toy MrBeast Lab, MrBeast Burger, and analytics platform Viewstats. He even tried to buy TikTok’s US operations by joining the American Investor Consortium, an investor group led by Employer.com founder Jesse Tinsley.

Emma Chamberlain

Emma Chamberlain, who rose to fame as a youth vlogger in 2016, now has over 12 million subscribers and has found success in the drinks industry.

He launched his own coffee brand, Chamberlain Coffee, in 2019, offering a variety of products, including cold brew, coffee pods, whole grain options, and tea and matcha. Notably, other YouTubers have followed suit, such as Jacksepticeye with his Top of the Mornin’ Coffee brand and Philip DeFranco with Wake & Make Coffee.

In 2023, Chamberlain Coffee had a big year, introducing ready-to-drink canned lattes and reaching nearly $20 million in revenue, according to Forbes. The brand has recently grown significantly, opening its first physical location in January. Previously, it was only available online and retail at places like Target, Sprouts, and Walmart.

Although Chamberlain Coffee faces some challenges in 2024 due to supplier issues, it is expected to grow again, with revenue growth of more than 50% in 2025, reaching more than $33 million, according to Business Insider. The brand also aims to be profitable by 2026.

Logan Paul

Logan Paul (23.6 million subscribers) is now known for his wrestling work but was previously known for many controversies, such as the famous video of 2017 and the allegedly fraudulent NFT project, CryptoZoo.

He also gained attention for his energy drink brand, Prime, which achieved instant viral success in 2022. The brand, co-founded by YouTuber KSI, surpassed $1.2 billion in sales by 2023, an amount that far exceeds what most content creators earn from views, ads, and product deals. However, it has since faced declining sales, regulatory scrutiny for its high caffeine content, and lawsuits from business partners. Sales have cooled particularly in the UK, where revenues are expected to drop by around 70% from 2023 to 2024.

His other venture, Maverick Apparel, is making between $30 and $40 million in 2020.

His brother, Jake Paul, is also involved in various ventures, including founding Anti Fund, which has led to previous investments in OpenAI, Anduril, Ramp, and Cognition, among others. Young Paul also has a personal care line, called W, and a mobile betting platform called Betr.

Ryan’s world

Ryan’s World, run by 13-year-old Ryan Kaji, is another prominent YouTuber with an amazing following. Ryan became very popular with his toy reviews and unboxing videos, which attracted nearly 40 million young viewers.

In addition to his YouTube success, Kaji has expanded his brand with a line of toys and apparel that are sold in supermarkets and are reported to have generated more than $250 million in revenue in 2020. Kaji and his family have transformed their businesses, including creating a TV show and app that provides educational content for children.

Rosanna Pansino

Rosanna Pansino is a popular YouTube baker known for her baking tutorials and themed meals. With 14.8 million subscribers, he gained fame for his cooking inspired by pop culture, games, and movies.

Beyond YouTube, Pansino has released several well-received cookbooks, expanding his Nerdy Nummies brand. He also sells baking tools in several stores, such as Amazon.

Some YouTubers have ventured into cookware and food products as additional sources of income. Notable examples include chef and writer Andrew Rea, aka Babish, who launched his Babish Cookware brand in 2021, and comedians Rhett & Link, who sell MishMash Cereal.

Michelle Phan

Michelle Phan rose to fame in 2007 with her makeup tutorials, becoming one of the first beauty influencers to successfully monetize her content. In addition to her successful YouTube career, she also founded the wildly popular beauty subscription service, Ipsy. Phan also has her own makeup line, EM Cosmetics.

Huda Kattan

Huda Kattan founded the world-renowned beauty brand Huda Beauty in 2013. He sold a small stake in private equity firm TSG Consumer Partners in 2017 but bought it back in June after investor pressure to bring in senior leadership clashed with his vision for a fast-moving brand, which reportedly brings in hundreds of millions of dollars each year.

Many influencers have created their own makeup brands. Other well-known cosmetics brands launched by YouTube influencers include Jeffrey Star Cosmetics and Tati Beauty.