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State of the Screens

How A 9-Year-Old Became The King of YouTube

By April 15, 2021No Comments

Ryan's World

Top 10 YouTube stars by earnings for 2020:
1) Ryan Kaji – $29.5M
2) MrBeast – $24.0M
3) Dude Perfect – $23.0M
4) Rhett and Link – $20.0M
5) Markiplier – $19.5M
6) Preston Arsement – $19.0M
7) #Nastya – $18.5M
8) Blippi – $17.0M
9) David Dobrik – $15.5M
10) Jeffree Star – $15.0M

Combined earnings for top 10 YouTube stars (YoY growth):
1) 2019 – $154M
2) 2020 – $200M (↑ 30%)

Key details for Ryan Kajis estimated annual income:
1) 30+ person production team
2) $30M from YouTube ads
3) ≈ $200M  from licensing toys

Ryan's World YouTube Page

Flashback: Influencer Marketing Has Peaked — Here’s What’s Next

Big question: How many YouTube influencers are there?

Quick answer: 1.5M+

YouTube influencers by subscriber count (% of total) according to Mediakix:
1) >1M – 3K+ (0.2%)
2) >100K – 31K+ (2.2%)
3) >1K – 1.5M+

YouTube Influencer Size vs Amount

Example influencer CPMs on YouTube by country according to OneZero:
1) Australia – $4.80
2) United States – $4.08
3) Canada – $3.41
4) Germany – $3.05
5) United Kingdom – $2.48

Influencer CPMs on YouTube by Country

Mr. Screen’s Crystal Ball: The influencer market is poised to grow. Look out for collaborations similar to Charli D’Amelio developing her drink with Dunkin.

Video: Good TikTok Creative – Charli + Dunkin


Good TikTok Creative - Charli + Dunkin


More #1: ‘MrBeast’ Explains His Plans to Help YouTube Creators Raise Equity Finance


More #2: The Beauty of 78.5 Million Followers


More #3: The Streaming Wars Will Turn into the Social Wars

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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