MrBeast: How the World’s Biggest YouTuber Made His Fortune

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Jimmy Donaldson is the biggest YouTuber in the world with 172 million subscribers. But what makes it so popular? Jimmy Donaldson, known on the internet as MrBeast, is the biggest YouTuber on the planet. Getty Images via BBC Jimmy Donaldson, known online as MrBeast, is the biggest YouTuber on the planet — and along with that popularity comes huge sums of money. The 25-year-old American specializes in video production and now has his own fast-food chain, MrBeast Burger. He made headlines recently when he sued the company behind the snacks, claiming that fans found the food “revolting”. YouTube is the network where he is best known. In November 2022, Forbes estimated that he earned US$ 54 million (R$ 263 million) in a year with the platform, combining video advertising revenue and endorsement contracts. Since then, he has gained over 60 million subscribers on his main channel, bringing his total to 172 million subscribers. In addition, MrBeast has several other channels with tens of millions of subscribers, including one about philanthropy and another about video games. It’s unclear exactly how much money he actually amassed. Donaldson was known for investing part of his earnings in ultra-expensive videos: some cost millions to produce. He told a podcast this June that he reinvests “every penny he earns.” It’s this approach to content that may begin to explain why the American YouTuber attracts such a massive audience — allowing him to raise the stakes he places ever higher. MrBeast’s most viewed video to date, with 472 million views, recreated the real-life Netflix hit Round 6, including a $456,000 prize. In 2017, MrBeast’s biggest channel hits included a video of him saying “Logan Paul” 100,000 times over the course of 17 hours, and another of him tipping pizza delivery drivers hundreds of dollars. Each received between 20 and 40 million views. In addition to internet productions, Donaldson is known for his philanthropic work, as well as many commercial ventures. He has a charity that serves as a food bank to feed communities across the United States and has helped raise tens of millions of dollars for the environment. And in addition to the MrBeast Burger — part of a venture he’s now trying to back out of — the YouTuber has also launched a line of snacks and appetizers called Feastables. MrBeast Ads YouTubers often rely on ads for some of their income — but sometimes that’s not enough to cover MrBeast’s costs. In July, Donaldson revealed to Twitter subscribers that his last video cost about $3 million (R$ 14 million) to produce and earned him $167,000 (R$ 813,000) in ad payments after a few days. Even during the lifetime of the video, it would be unlikely to recoup its investment. That’s where sponsorship deals come in. For some content creators, this can generate even more revenue than the platform’s own ads. Lucy Edwards, a YouTuber with 705,000 subscribers, told the BBC that much of her income comes from these partnerships with brands. “Currently, I am the global face of Pantene, a shampoo and hair care brand,” she detailed. “And I also have one-off campaigns pretty regularly, with about four to five activations a month — we earn a minimal amount from [anúncios de] TikTok and YouTube.” Edwards tends to produce much shorter content than Donaldson. Her most popular video is just two-and-a-half minutes long, but racks up two million views. She said YouTubers like MrBeast could earn more thanks to the length of the videos , which are typically between 10 and 20 minutes long.”If you’re a long-form creator with ads before, during, and after your video plays, and your content is longer than eight minutes, you’re going to get a lot of ad revenue,” he says. “But brands want short content too, so you always need to have a balance between the two.” MrBeast poses with a large crowd at the launch of his first snack bar in 2022 Getty Images via BBC ‘When he posts, people click’ Donaldson’s videos can be hard to categorize. They usually involve a challenge, like a video about spending hours in Antarctica or big cash prizes – a hide-and-seek game worth $1 million, for example. But his most recent video, in which a train derails and falls into a giant pit, doesn’t fit that format. Steven Bridges, himself a YouTuber with 470,000 subscribers, told the BBC that Donaldson’s creativity had driven the MrBeast channel’s growth. “I think what’s interesting about MrBeast is his absolute dedication to making what he considers the best video possible.” “When he posts it, people click. They know that when they see a MrBeast video, there will be a lot of effort put into making it really fun.” Bridges has reinvented himself on YouTube in recent years, moving from content about magic to playing card counting. His most popular video, which shows a popular scam used to scam tourists in London, has been viewed 4.6 million times. “It’s very, very difficult to sustain a 10-year YouTube career,” he believes. “But MrBeast just focuses on the only thing that really matters: putting the audience first and thinking ‘what can I give them that they will really love?’ One of the big reasons behind Donaldson’s success on YouTube may simply be a likeable personality — even when he overtook PewDiePie to become the platform’s top content creator, the rival simply congratulated him and told him he deserved it. Although Donaldson is the most subscribed individual on YouTube, he is far from having the biggest YouTube channel. T-Series, an Indian music video publisher, leads the platform with over 246 million subscribers. But, on an upward trajectory of 172 million followers, it wouldn’t be hard to bet that MrBeast one day becomes the first youtuber since PewDiePie to dethrone the T-Series at the top of this ranking.

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