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Indian Express
03-05-2025
- Entertainment
- Indian Express
Top 10 creators in the world (2024-25): Ranking behind MrBeast is an Indian origin creator whose parents ran taxi cabs
Top 10 creators in the world 2024-25 forbes: The creator economy, currently estimated at $250 billion, is booming. Goldman Sachs has projected that this could double to nearly $500 billion by 2027. In just the past year, the top 10 digital creators in the world collectively earned nearly $720 million, up $20 million from 2023. With a combined reach of 2.7 billion followers across platforms like YouTube, TikTok, and Instagram, these influencers are now full-fledged entrepreneurs, not just internet stars. From product lines and media deals to live tours and brand partnerships, the top names in content creation are monetising their platforms like never before. Names like MrBeast, Khaby Lame, the D'Amelio sisters, the Paul brothers, and Emma Chamberlain have all expanded into launching their own product lines, ranging from burgers to energy drinks. Meanwhile, influencers such as Addison Rae, Matt Rife, and Amelie Zilber have successfully made the leap from online fame to mainstream media. Others, like Dhar Mann and Rhett & Link, have developed full-scale production studios, employing hundreds and creating premium content at scale. Tech expert Marques Brownlee operates his popular YouTube channel out of a warehouse in New Jersey, showing just how far these creators have come from their early beginnings. To compile its ranking of the world's top creators, Forbes analysed various factors, including earnings, follower numbers, engagement rates, and entrepreneurial endeavours, with the help of the creator marketing firm Influential. Here's a closer look at the Top 10 creators in the world for 2024–25: 10. Khaby Lame View this post on Instagram A post shared by Khabane Lame (@khaby00) With total earnings of $20 million and a staggering 255 million followers across platforms, Lame continues to reign as the most followed individual on TikTok, boasting 163 million followers on the app alone. Known for his deadpan reactions to memes and viral content, his videos have amassed an impressive 2.5 billion likes. Hailing from Turin, Italy, Lame has successfully transformed internet humour into a thriving business. His brand partnerships include major names like Hugo Boss, Fortnite, and Sony Pictures. He has also ventured into retail through a collaboration with Walmart, launching a line of quirky kitchen gadgets such as a Khaby-branded garlic press and taco holder. 9. Rhett & Link View this post on Instagram A post shared by Mythical Store (@mythicalstore) Rhett & Link, friends and the creative force behind the Mythical YouTube brand, have built a $36 million digital empire supported by a combined following of 23 million. Their flagship show, Good Mythical Morning, entertains 19 million subscribers each weekday with offbeat comedy, while Mythical Kitchen serves up quirky food content to nearly four million fans. Beyond video, they've expanded into merchandise with their Mythical store, offering everything from hoodies to haircare products. Their media footprint also includes a podcast and a FAST channel on Hulu. Offline, their Good Mythical Tour proved wildly popular, selling out nine shows and drawing over 24,000 attendees. Demonstrating a commitment to the creator economy, they also run Mythical Ventures, investing $5 million annually to support rising talent. 8. Alex Cooper View this post on Instagram A post shared by Alex Cooper (@alexandracooper) Alexandra Cooper has successfully transformed her candid podcast Call Her Daddy into a powerful media enterprise. In the fall of 2024, she signed a groundbreaking $125 million deal with SiriusXM to distribute her network of creator-led shows, replacing her earlier $60 million, three-year exclusive with Spotify. Beyond podcasting, Cooper has expanded her brand through major collaborations with Skims by Kim Kardashian and luxury fashion house Jimmy Choo. She also stepped into mainstream media, serving as an NBC host during the Paris Olympic Games last summer. With 5.7 million followers and annual earnings of $22 million, she continues to dominate the creator economy. 7. Mark Rober View this post on Instagram A post shared by Mark Rober (@markrober) Mark Rober, a former Nasa engineer, has transformed into a leading global content creator, earning $25 million and amassing a total following of more than 70 million. In 2024 alone, he nearly doubled his YouTube subscribers, from 30 million to over 57 million, thanks to his inventive, science-driven videos. Known for his dramatic experiments, such as dropping an egg from space or comparing the destructive power of acid and lava, Rober captivates audiences with engaging educational content. His entrepreneurial venture, CrunchLabs, extends his mission by offering STEM-themed subscription boxes for kids and, more recently, for teens and adults. Beyond business, he collaborates with organizations like FIRST and to expand access to science education in underserved communities. 6. Dixie D'Amelio View this post on Instagram A post shared by dixie (@dixiedamelio) Dixie D'Amelio, with total earnings of $14.6 million and a following of 87 million, has maintained her influence despite a reduced posting frequency compared to her earlier TikTok days, when she was ranked as the platform's second-highest earner by Forbes. Capitalising on the social media spotlight sparked by her sister Charli (also featuring on the list), Dixie has successfully transitioned into the world of high fashion, securing collaborations with luxury brands like Chopard, Ferragamo, Louis Vuitton, and Valentino. Alongside Charli, she is also expanding their joint venture, D'Amelio Footwear. In addition to her fashion pursuits, Dixie has made notable strides in music-her pop single Be Happy has surpassed 100 million streams on Spotify. 5. Stokes Twins View this post on Instagram A post shared by Alan Stokes (@alanstokes) Identical twins Alex and Alan Stokes, known as the Stokes Twins, have rapidly become major figures in the digital creator world, amassing a staggering $20 million in earnings. Their YouTube channel, one of the platform's fastest-growing, is packed with viral pranks, challenges, and vlogs that routinely draw over 40 million views per video. Their massive online presence spans TikTok, Instagram, and YouTube, where they collectively boast more than 150 million followers. In just the past year alone, their content has garnered over four billion views, underscoring their global appeal and dominance in online entertainment. 4. Charli D'Amelio View this post on Instagram A post shared by charli (@charlidamelio) Charli D'Amelio shot to stardom at just 18 thanks to her wildly popular dance videos, and by 2021, she had become the highest-paid creator on TikTok. Even as countless others try to follow in her footsteps, Charli continues to dominate, with a massive 213.5 million followers across platforms. Beyond just viral clips, she's become a face for global brands like Garnier and teamed up with her sister Dixie, to launch the stylish D'Amelio Footwear line. Her success has paid off with estimated earnings hitting an incredible $23.5 million. 3. Matt Rife View this post on Instagram A post shared by Matt Rife (@mattrife) Matt Rife, a comedian who skyrocketed to fame through viral TikTok clips in 2022, has successfully translated his digital stardom into a booming live performance career, earning $50 million. With a massive following of over 32 million across platforms, Rife performs about 30 sold-out shows each month. His popularity has also led to major exposure on Netflix, where he now has two comedy specials. Although his debut special Natural Selection drew some backlash over a domestic violence joke, the controversy was short-lived. His follow-up special, Lucid, released in August last year, became one of the platform's most-watched comedy releases of the year. 2. Dhar Mann View this post on Instagram A post shared by Dhar Mann (@ Dhar Mann, with a massive following of 120 million and estimated earnings of $45 million last year, has carved a niche in digital storytelling that tackles social issues like bullying, racism, and inequality. Born to Indian immigrant parents in the United States, Mann grew up in a family that owns Friendly Cab, a taxi service based in Oakland, California. Today, he scripts and produces short, moral-driven videos for his 25 million YouTube subscribers, working with a team of over 150 people out of a sprawling 100,000-square-foot studio in Los Angeles. His content, reminiscent of modern-day after-school specials, has resonated widely, fueling his revenue through Google Adsense and major brand deals with companies such as WhatsApp, Universal, and SocialPoint. 1. MrBeast View this post on Instagram A post shared by MrBeast (@mrbeast) MrBeast, whose real name is Jimmy Donaldson, is the most followed creator worldwide, with over 573 million followers across social media platforms. He has garnered more than 320 million subscribers on his primary YouTube channel, amassing nearly nine billion views in the past year. His content, which often features outrageous stunts like surviving in a cave for a week or taking on challenges such as spending 100 days in a bunker to win $500,000, has captured the attention of millions. This immense popularity has also paved the way for successful business ventures, including his Feastable candy bars and various clothing lines. Rank Creator Name Earnings Total Followers 1. MrBeast $85 million 573.2 million 2. Dhar Mann $45 million 120 million 3. Matt Rife $50 million 32.72 million 4. Charli D'Amelio $23.50 million 213.5 million 5. Stokes Twins $20 million 163.5 million 6. Dixie D'Amelio $14.60 million 87 million 7. Mark Rober $25 million 70.2 million 8. Alex Cooper $22 million 5.7 million 9. Rhett & Link $36 million 23 million 10. Khaby Lame $20 million 255 million
CBS News
27-04-2025
- Entertainment
- CBS News
YouTube turns 20: From cat videos to AI
Twenty years ago this past week, YouTube co-founder Jawed Karim posted the very first YouTube video, titled "Me at the Zoo." "All right. So here we are, in front of the elephants. The cool thing about these guys is that they have really, really, really long trunks. And that's cool. … And that's pretty much all there is to say." YouTube was so new that our Charles Osgood had to define it for "Sunday Morning" viewers back in 2006: "A website that lets just about anyone post videos for the whole world to see." Today, it doesn't need explaining. YouTube is the second most-visited website on Earth, after Google, which bought YouTube for $1.65 billion in 2006. Every single day, we collectively watch more than a billion hours of YouTube videos. Funny videos … how-to videos … cat videos. In these first 20 years, we've uploaded 20 billion videos to YouTube. The most-watched of all? "Baby Shark Dance," with about 16 billion views. And people aren't just watching on their phones. "People watch YouTube more than they watch any other streaming service on their big screens in their living rooms now," said David Craig, who teaches media and culture at the University of Southern California at Annenberg. Craig says that a key moment was the day YouTube started paying people for making videos. "YouTube came along and said, 'Why don't we give you some advertising revenue in exchange for the fact that you're helping us grow our service?'" he said. Today, YouTube roughly splits the ad revenue with the creator, according to Craig: "It does probably change a little bit for some of the bigger-name players out there who they obviously need to make sure are very happy with the service." Those bigger-name players include Rhett McLaughlin and Link Neal, creators of a daily show called "Good Mythical Morning." Thirty-four million subscribers have watched their shows 14 billion times. McLaughlin described the show's appeal: "Two old friends hanging out, where you can be the third person in that friendship. We kind of stumbled upon this secret formula for having people come back every single day." They may film in a traditional TV studio, but what is the difference between YouTube and TV? "I'd like to say our talent," Neal laughed. "A big part of it is responding to the audience," said McLaughlin. "You've got comments, right? So, there's ways that you can connect with people online." David Craig said, "Creators on YouTube, specifically, are not content creators. They are for-profit community organizers. They are using this platform to build online communities that they can build a dozen different business models off of." For McLaughlin and Neal, those business models could include tours, books, sweatshirts, hoodies, magnets and pins. "And you can start to go bigger and sell hair products," said Neal. "If we're gonna spend as much time as we both spend on our hair, we are going to monetize it!" Nobody's monetized it better than Jimmy Donaldson, better known as MrBeast, whose videos of colossal giveaways and physical challenges have made him the most-followed YouTuber of all, with 380 million fans. Last year, Amazon Prime spent $100 million to produce a MrBeast game show. I asked David Craig, "Is being a YouTube star now considered a greater ambition than becoming a television star?" "I hate to tell you this, David, but that's been the case now for over 10 years," Craig replied. "They've been surveying young people, and they've all said they want to grow up to be a creator or an influencer more than a celebrity – or, I'm sorry to say, a journalist." From the archives: The early days of YouTube Rhett McLaughlin and Link Neal don't think that the advertising industry has quite caught up with YouTube's dominance. "If you look at the 18-to-34 age group, we outperform all of the other late-night shows combined," said Neal. "But if you look at revenue that's being spent on those shows versus our show, it's not quite there yet." "And honestly, this is one of the reasons that we have really been interested in winning an Emmy," McLaughlin added. "You know, we're a part of the cultural conversation, as much as many shows that have won Emmys." Over the last two decades, YouTube has had its controversies, from collecting personal information about kids, to claims that the site is fueling a mental health crisis. YouTube's detractors also worry about the algorithm. It studies which videos seem to grab your attention, and feeds you more videos like them. YouTube has been accused of letting the algorithm lead people to extreme viewpoints. "We have this enormous diversity of opinions on our platform," said YouTube CEO Neal Mohan. "We don't allow adult content. We obviously don't allow spam and fraud. And we have policies to protect young people and kids on the platform. But it's fundamentally a platform for freedom of speech. " So, with YouTube's 20th anniversary upon us, what are the next few years going to be like? According to Mohan, "One of the areas that I'm very excited about is artificial intelligence. You can tell YouTube when you're creating a video, 'Put us in Central Park, and change the background, and have these types of birds because it's a spring day.' And that magical technology exists today." I asked, "Is there something about evolution or psychology that makes us so interested in watching other people?" "I think it goes back to we, as human beings, are social beings," said Mohan. "We connect with other people. We are storytellers. That is what happens billions of times a day on YouTube. And it's back to our mission: give everyone a voice and show them the world." "It's a double rainbow all the way!" For more info: Story produced by David Rothman. Editor: Jason Schmidt. See also:
Forbes
22-04-2025
- Business
- Forbes
From Plush Toys To Tariffs: How Creators Are Reinventing Merch In 2025
Smiling attractive man unpacked his parcel, happy about getting a long expected order. Caucasian ... More modern guy shopping in internet stores, buying new clothes online, online shopping concept It's no longer enough for creators to sell a hoodie with a catchphrase and call it merch. Today's top creators are building full-fledged consumer brands with storytelling, strategy and scalability at the core. At the forefront of this evolution is Warren James, the creative engine behind physical product lines for Good Mythical Morning, Brittany Broski, MoistCr1TiKaL and more. CEO Saurabh Shah recently explained to me how they've helped creators turn content into commerce. If you're building a consumer product as a creator or for one, these are the seven product strategies Warren James uses to break out of the bland merch mold and into real brand-building territory. 1. Your Audience Is Your Focus Group Warren James emphasizes starting with the fans. Before designing anything, they engage audiences through Discord, Reddit, YouTube polls and direct surveys to test product ideas and aesthetics. This early engagement creates buy-in and reduces risk. As Shah puts it, 'We survey audiences before even sketching a design. Their feedback becomes a data point in every collection we build.' By listening first, they ensure every product feels co-created. 2. Expand the IP, Don't Just Sell Merch Successful creator brands are anchored in narrative, not novelty. Warren James helps creators build product lines that reflect their broader world. They've created everything from plush toys and comics to food and beverage brands like Mishmash cereal. 'Ask yourself what product would exist if your content was a universe,' Shah advises. These are physical manifestations of a creator's digital identity. 3. Lead with Storytelling, Not Logos Warren James collections are deeply tied to the stories creators tell. Rather than relying on logos, they prioritize products that embody personal lore or community jokes. Brittany Broski's 'moo moos' for example, were inspired by her grandmother's vintage nightgown, an intimate story that resonated with fans. This kind of emotional resonance turns apparel into artifacts. 4. Scarcity Drives Value Instead of flooding the market, Warren James helps creators focus on two to four collections a year. Each drop is tightly curated, thematically cohesive and produced in limited quantities. 'We don't want fans to feel spammed. We want them to feel lucky they got in on something,' says Shah. The result is a sense of exclusivity and anticipation that keeps fans engaged. 5. Launches Should Be Orchestrated Events Every product launch at Warren James is treated as a full-scale campaign. They coordinate with creators on pre-launch teasers, launch-day activations, email and SMS outreach and post-launch reviews. Shah says, 'We lay out a full go-to-market calendar with creators: when to tease, when to drop and how to follow up.' This strategic approach ensures each collection lands with impact. 6. Innovation Wins Attention Warren James is known for pushing creative boundaries. Their product line includes items like MoistCr1TiKaL's basketball hoop and a PaymoneyWubby-themed blow-up doll, ideas that might seem risky but pay off because they feel true to the creator's voice. 'Even if it's weird, if it's on-brand, it works,' Shah says. These moments create virality and deepen fan connection. 7. Think Beyond DTC While direct-to-consumer remains foundational, Warren James is increasingly moving into retail. With placements at Spencer's and plans for mass retail expansion, they're reaching new audiences offline. 'Even in 2025, 70–80% of commerce still happens in stores,' Shah notes. For creators, retail is a brand amplifier. Treat your products like world-building, your fans like collaborators and your launches like campaigns and you'll be well on your way to building a brand that lasts. Navigating a New Challenge: Tariffs and the Cost of Creation As creator brands continue to grow, they're now facing a new and potentially costly challenge: the return of aggressive import tariffs under U.S. trade policy. Beginning May 2, 2025, low-value imports from China and Hong Kong will lose their longstanding duty-free status under the de minimis exemption. This means many products commonly used in creator merch lines eg apparel, toys, collectibles, will be hit with new costs. The policy changes include flat fees starting at $100 per package, which will double to $200 by June 1, along with tariff rates that could exceed 100 percent, depending on the item and category. These costs will affect any creator brand relying on overseas fulfillment and could eat into already tight margins for direct-to-consumer businesses. Oliver Gilpin, CEO for Telos Media, warns that the changes are significant: 'This isn't something you can ignore. We're talking about over $50,000 in new costs for some brands overnight.' He continues, 'There's no silver bullet, but there are workarounds. Consolidated shipping is a no-brainer. The creators who adapt quickly will have the advantage.' In short, strategic logistics planning, like transitioning to consolidated shipments and exploring domestic fulfillment, will become as important as great design or strong storytelling in the months ahead. This article is based on an interview from my podcast, The Business of Creators.
Yahoo
10-03-2025
- Entertainment
- Yahoo
Sean Evans, Rhett & Link and Marques Brownlee Celebrate 20 Years of YouTube at SXSW: ‘Everyone Comes to YouTube and Then Everything Grows'
The Variety Podcasting Brunch presented by YouTube at SXSW featured creators Sean Evans, Rhett McLaughlin, Link Neal and Marques Brownlee discussing their video content amidst YouTube's 20th anniversary. The discussion, moderated by Variety's Clayton Davis, was a live taping of the Variety Awards Circuit podcast. Evans spoke about his YouTube series 'Hot Ones,' which features celebrity guests answering questions while eating chicken wings. McLaughlin and Neal explained the process of hosting talk show 'Good Mythical Morning,' and Brownlee described his approach for the tech-focused 'WVFRM Podcast.' The speakers broke down how they navigate YouTube. For Evans, the platform was key to getting a show like 'Hot Ones' off the ground. 'I think what's amazing about YouTube and having the show on YouTube was that it wasn't a big hit at first. And who knows if we were on a network or it was a more traditional TV show, maybe 'Hot Ones' would've been canceled before it got a chance to find itself,' Evans said. Brownlee pointed out that as YouTube has grown, creators have been challenged to find niches and make content that can draw in viewers through a particular angle. Creators benefit as a whole when specific audiences form — 'I think the rising tide lifts all ships thing is true,' Brownlee said. 'It's sort of organically finding someone who hasn't been spoken to yet and speaking to them and bringing them on YouTube and creating an audience that gravitates towards that thing. So everyone can do that. And everyone comes to YouTube and then everything grows,' Brownlee said. Best of Variety New Movies Out Now in Theaters: What to See This Week Oscars 2026: First Blind Predictions Including Timothée Chalamet, Emma Stone, 'Wicked: For Good' and More What's Coming to Disney+ in March 2025
Yahoo
27-02-2025
- Entertainment
- Yahoo
Sean Evans, Rhett & Link and Marques Brownlee to Headline Variety Podcasting Brunch, Presented by YouTube at SXSW
YouTube and Variety are teaming up to host the inaugural Variety Podcasting Brunch, presented by YouTube at SXSW, on March 8 in Austin, Texas. The Variety Podcasting Brunch will be headlined by Sean Evans, host of 'Hot Ones'; Rhett McLaughlin and Link Neal, the hosts of 'Good Mythical Morning'; and Marques Brownlee, host of 'Waveform Podcast' in a panel discussion about how they are trailblazing storytelling and fan engagement across popular talk shows and podcasts. Clayton Davis, Variety's chief awards editor, will moderate the panel, which will serve as the first live taping of his popular podcast Variety Awards Circuit. 'Hot Ones,' the Emmy-nominated talk show featuring interviews with guests such as Jennifer Lawrence, Pedro Pascal and Bad Bunny while eating spicy hot wings, attracts over 14 million subscribers and over 4 billion views on YouTube. 'Good Mythical Morning' counts over 18 million subscribers and is one of the most-watched daily shows on the internet. Brownlee attracts over 19 million subscribers to his YouTube content, which focuses on tech reviews and interviews with industry leaders. Brunch attendees will be invited to record their own soundbites, immersing themselves in the experience of hosting their own podcast. 'Creators are driving innovation across media and entertainment, developing some of today's most-watched and listened-to podcasts and shows, while building global audiences and businesses on YouTube,' said Tim Katz, VP of partnerships at YouTube. 'These creators will bring their unique perspectives to SXSW to discuss with Variety the state of podcasting and the creator-led media and entertainment landscape.' 'We're honored to partner with YouTube and bring these voices front and center at SXSW,' said Dea Lawrence, Variety's chief operating and marketing officer. 'Content creators play a vital role in the entertainment ecosystem and we are excited for the thought-provoking conversations this panel will generate.' Best of Variety New Movies Out Now in Theaters: What to See This Week Grammy Predictions, From Beyoncé to Kendrick Lamar: Who Will Win? Who Should Win? What's Coming to Netflix in February 2025
