What a YouTube Celeb Pulls In

You Might Be Surprised at the Numbers

By Published on .

Top (from l.): grav3yardgirl, dope2111, zoella, cookiescupckesandcardio, mycupcakeaddiction, foodtraveltvchannel, mosogourmet. Bottom: CuteGirlsHairstyle, Rclbeauty101, Yuya, charliscraftykitchen, howtocoookthat.
Top (from l.): grav3yardgirl, dope2111, zoella, cookiescupckesandcardio, mycupcakeaddiction, foodtraveltvchannel, mosogourmet. Bottom: CuteGirlsHairstyle, Rclbeauty101, Yuya, charliscraftykitchen, howtocoookthat.

Many of the online series that ape TV's conventions struggle to deliver on their ambitions: They rise to advertisers' attention during elaborate NewFronts presentations, only to fall from sight, unmissed, a year or two later.

But the web's original engine of video, a corps of professional-amateur hybrids that relentlessly posts makeup tutorials or cooking demonstrations, continues to hum along just below the radar. These videos don't look like prime-time TV or pull in prime-time-sized ad dollars, but they still provide consistent footholds for marketers and collect a tidy revenue stream for what are usually very low costs.

Charliscraftykitchen, for example, has become YouTube's largest food channel, according to Outrigger Media, through weekly clips of a young girl (Charli) making treats. The video "Cupcake Marshmallow Pops" has generated nearly 2 million views since it was posted in February; the channel as a whole nets some 29 million views each month, said Outrigger Media, which works to help brands navigate YouTube's sprawling landscape. What's more, it averages monthly ad revenue of $127,777, Outrigger Media estimates. And that's after YouTube's cut.

Outrigger also rates video producers on criteria such as content quality, publishing frequency and expertise in the subject at hand to yield a SlateScore.

Top beauty and style channels and monthly estimated earnings
Channel March Views Monthly Estimated Earnings SlateScore
Yuya (lady16makeup)
35,838,360
$41,475.73 780
grav3yardgirl
27,701,580
$32,291.73 784
Zoella (zoella280390)
23,462,310
$27,374.65 750
CuteGirlsHairstyles
18,329,520
$21,078.03 704
Rclbeauty101
17,756,790
$20,960.11 712
MayBaby (maybabytumbler)
15,094,350
$17,357.75 717
Bethany Mota (Macbarbie07)
13,649,250
$15,781.95 674
MichellePhan
13,337,190
$15,407.12 706
dope2111
12,752,880
$14,758.91 651
Musas (ppmussas)
12,546,720
$14,520.32 668
Top food and cooking channels and monthly estimated earnings
Channel March Views Monthly Estimated Earnings SlateScore
charliscraftykitchen
29,133,270
$127,777.21 536
mosogourmet
22,900,200
$100,030.65 600
CookiesCupcakesandCardio
17,064,240
$79,308.53 597
howtocookthat
16,387,530
$77,772.86 654
mycupcakeaddiction
13,466,130
$64,267.68 669
foodtraveltvchannel
12,576,330
$58,973.90 557
cadena3vidayhogar
9,206,520
$41,474.50 541
bonobos25
8,084,400
$39,208.21 525
Laura in the Kitchen (lauravitaleskitchen)
7,280,790
$34,791.18 712
JamieOliver
6,959,280
$32,261.48 705
Source: Outrigger Media. Data through March 31, 2015
Top beauty and style channels and monthly estimated earnings
Channel March Views Monthly Estimated Earnings SlateScore
Yuya (lady16makeup) 35,838,360 $41,475.73 780
grav3yardgirl 27,701,580 $32,291.73 784
Zoella (zoella280390) 23,462,310 $27,374.65 750
CuteGirlsHairstyles 18,329,520 $21,078.03 704
Rclbeauty101 17,756,790 $20,960.11 712
MayBaby (maybabytumbler) 15,094,350 $17,357.75 717
Bethany Mota (Macbarbie07) 13,649,250 $15,781.95 674
MichellePhan 13,337,190 $15,407.12 706
dope2111 12,752,880 $14,758.91 651
Musas (ppmussas) 12,546,720 $14,520.32 668
Top food and cooking channels and monthly estimated earnings
Channel March Views Monthly Estimated Earnings SlateScore
charliscraftykitchen 29,133,270 $127,777.21 536
mosogourmet 22,900,200 $100,030.65 600
cupcakesandcardio 17,064,240 $79,308.53 597
howtocookthat 16,387,530 $77,772.86 654
mycupcakeaddiction 13,466,130 $64,267.68 669
foodtraveltvchannel 12,576,330 $58,973.90 557
cadena3vidayhogar 9,206,520 $41,474.50 541
bonobos25 8,084,400 $39,208.21 525
Laura in the Kitchen (lauravitaleskitchen) 7,280,790 $34,791.18 712
JamieOliver 6,959,280 $32,261.48 705
Source: Outrigger Media. Data through March 31, 2015
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