MrBeast: The most-subscribed YouTuber debuts first comprehensive video on X

For the first time, the globe’s most subscribed YouTuber, MrBeast, has shared a complete video on X – a platform he previously felt would not prove worthwhile irrespective of a “billion views”. Up until now, his content had solely been accessible to his 231 million subscribers on YouTube.

In a significant shift, MrBeast, or Jimmy Donaldson as he is formally known, is now venturing into the X platform due to his intense curiosity regarding potential ad revenue.

This move is advantageous for the struggling platform, managed by Elon Musk. Since its acquisition in October 2022, Musk has implemented various tactics to enhance the formerly named Twitter, like sharing ad profits with high-profile creators – a strategy that platforms such as YouTube already employ.

Although terms of deals with influencers are typically kept secret, it is suspected that well-known figures may be able to negotiate exclusive rates.

MrBeast has publicly pledged to disclose the earnings from his X video, which amassed 33 million views in a mere 10 hours, within a week. Despite this impressive figure, the video still has a long way to go to surpass the 211 million views it received on his previous platform since its posting in September 2023.

Notably, MrBeast, who claims that his YouTube content requires millions to produce, had initially dismissed the idea of posting videos on X due to the lack of an adequate return. Forbes estimated in November 2022 that he earned $54m (£42.5m) within a year solely from YouTube.

Ultimately, the success of MrBeast on X is uncertain, as reflected in the short-lived agreement with Paris Hilton. The earning capabilities of the creators might also be jeopardized due to Musk’s confrontations with advertisers. Compounded issues like perceived endorsement of hate-speech on the platform will likely prove challenging.

On a brighter note, MrBeast’s clean reputation built through his charity work and giveaways, as well as his team’s acceptance for diversity, are sure to be a plus, attracting smaller businesses critical in maintaining the platform. However, the true success of this experiment depends on the number of such businesses that MrBeast can reel in.