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

Summary

YouTube has become the biggest platform out there, offering tons of opportunities for creators to earn a living. Back in June, the company reported that its creative ecosystem added over $55 billion to the U.S. GDP and created more than 490,000 full-time jobs. However, many YouTubers have reduced their reliance on ad revenue and brand deals. There are several reasons for this shift. First, ad revenue can be unpredictable. With YouTube continually updating its policies, some creators find it challenging to secure ads for their videos, which can negatively impact their earnings. They’ve also realized that income from these streams can vanish unexpectedly. Recognizing the volatility of platform-dependent revenue, many YouTubers are no longer just creators. They’re vertically integrated media companies with parallel businesses, including product lines, brick-and-mortar ventures, and consumer brands that can outlast algorithm changes and policy shifts. In some cases, these side businesses are growing faster and more sustainably than their YouTube channels. MrBeast Image Credits:Beast Industries Jimmy Donaldson, known as MrBeast, who has 442 million subscribers, isn’t just one of YouTube’s biggest stars — he’s its most aggressive entrepreneur. What started with a merchandise store in 2018 — ShopMrBeast — has exploded into a business portfolio, including his now three-year-old snack brand, Feastables. Feastables’ initial product was the “MrBeast Bar,” a chocolate bar that generated over $10 million in sales within its first 72 hours, selling over one million bars at launch. As of today, Feastables is more profitable than his YouTube content and even his “Beast Games” competition series on Prime Video. In 2024, Feastables generated roughly $250 million in revenue and over $20 million in profit, while his media business lost approximately $80 million. Techcrunch event San Francisco | October 27-29, 2025 Other ventures include his packaged food brand Lunchly (co-founded with ...