The era of monetizing user-generated content through YouTube’s Partner Program is fading. In June 2025, YouTube proudly announced that its program had contributed $55 billion to U.S. GDP and created over 490,000 jobs.
Half a million creators rely on ad revenue from the platform, many turning their evening hobby into a full-time career. Yet, the decision to go all-in as a YouTuber comes with risks: the market is volatile, and depending on a platform that could slash payouts overnight is daunting.
This uncertainty has fueled a major trend in the creator economy - established YouTube brands are breaking free from the platform’s grip. The new gold rush? Vertically integrated media companies that convert video views into sales of tangible products like merch, chocolate bars, and energy drinks.
Take MrBeast’s Feastables brand: its promotion in videos feels subtle compared to the aggressive marketing of other creators raking in hundreds of millions by slapping their faces on product packaging.
For these influencers, selling branded goods isn’t just a side hustle - it’s proving far more profitable than YouTube’s ad revenue.
Also read:
- MrBeast's Bold Bet: Launching a Fintech Empire with "MrBeast Financial"
- The Scandal Rocking French Cinema: Nobody Cares About French Films
- AI Masters the Creation of Bacteria-Killing Viruses
- Anthropic Shifts Stance on Gulf State Investments, CEO Admits Pragmatism Over Principles
This shift raises questions about how YouTube’s executives view the trend. It’s not just about the lost ad revenue, which they can’t claim, but the diminishing dependence of creators on the platform itself. Once a digital landlord with near-total control, YouTube now watches as its top talent builds empires beyond its reach, trading volatile ad dollars for the stability of physical products. The chocolate bar, it seems, is mightier than the algorithm.
