Makeup mogul James Charles launched his 4-part beauty competition series 'Instant Influencer' today on his YouTube channel. The show is the newest release from YouTube Originals
) and Kevin Hart , but it is the homegrown talent, like Charles, that are really cashing in. The platform’s top earners makein advertisements and sponsorships, negotiating a greater share of the ad dollars they generate as their audiences grow. Last year, 8-year-old Ryan Kaji, with a following of almost 25 million, was the highest-paid YouTube star with $26 million in earnings. Another makeup superstar, Jeffree Star, runs his own cosmetics line and has a YouTube following of 18 million.
YouTube influencers receive an average of 55% of the ad revenue from their videos, while also getting the benefit of the platform’s reach. Smart move: As the subscription business floundered, the platform’s most popular creators delivered a 35.8% increase in ad revenue in 2019. “[YouTube] would almost become a small player in the streaming world, and it just wouldn't make sense,” says Eunice Shin, lead partner in direct-to-consumer at consulting firm Prophet, who notes the platform couldn’t compete on programming budgets with streaming giants like Netflix and Disney+.
Charles and his 18 million “sisters” is one of YouTube’s biggest stars. It started when, at age 17, he was chosen as the first-ever male CoverGirl spokesperson, which he leveraged into an online presence that blended his beauty skills with trendy video concepts—like
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