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“Once you know how to make a video go viral, it’s just about how to get as many out as possible,” he told Bloomberg last year.
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But as long as some videos do better than he expected, a slightly-less-viral video here and there won’t kill him. He said that his video “ I Sold My House For $1” cost over $1 million to make, but he recouped less than half a million from ad revenue, and sponsorship money didn’t make up the difference. In September, MrBeast told the creator-focused YouTube channel Colin and Samir that he spends $4 million every month to make his videos, and while some outperform his expectations, other videos don’t. Today some of his most popular videos include even larger investments, like “ I Ate A $70,000 Golden Pizza,” “ Last To Leave Circle Wins $500,000” and “ Donating $100,000 To Streamers With 0 Viewers.”
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He filmed a video giving the $10,000 to a homeless person, and then Quidd kept paying him to make more videos, so it snowballed from there. In Donaldson’s video “ How I Gave Away $1,000,000,” the creator explains how he got started making this sort of content when Quidd, a digital collectibles app, offered him a $10,000 brand deal for a video. While Netflix’s “Squid Game” has made at least $891.1 million so far (almost 42 times the size of its budget), Donaldson might not recoup his own “Squid Game” investment. But with the precarious nature of this work, falling into the red could be dangerous. However, the cost to capture users’ attention when pursuing this model requires an increasingly heftier investment over time.Īs the creator economy grows, some YouTubers’ budgets are growing, too. Predictably, MrBeast’s “Squid Game” video lacked the emotional resonance and suspense that made the Netflix show so compelling - since there is nothing at risk for the participants, the stakes feel about as high as a daytime rerun of “Wheel of Fortune.” But Donaldson has pioneered - and perfected - this style of YouTube content: Do something outrageously absurd, and people will watch, because, on YouTube, time watched is money. He gives out large sums of money to ordinary people, entertains millions of viewers with his brand of performative philanthropy, then reaps the financial benefit of their attention. In “Squid Game,” it turns out that a ring of wealthy elites created the games for their own entertainment - why not pay poor people to fight to the death if they agree to the terms of the game?īut in a far less extreme way, MrBeast’s videos do the same thing. If you’re someone who fears that one bad dental visit could deplete your life savings, it’s not hard to relate to these characters’ desperation for quick cash. has $1.73 trillion in student debt, increasing by more than 91% over the last 10 years. If you haven’t had nine hours to spare since the September release of “Squid Game,” here’s the premise: If you’re so deep in debt that you’ll never get out, why not fight to the death for the chance to win unfathomable wealth? This is director Hwang Dong-hyuk’s response to South Korea’s debt crisis, but international viewers can relate - the U.S. So for creators who make shocking, stunt-based videos like Donaldson, it’s getting harder to do something unprecedented, like recreating “Squid Game.”
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For comparison, the nine-episode series cost Netflix a total of $21.4 million, averaging out to about $2.4 million per hour-long installment.Įven the most popular YouTube creators like Donaldson can’t measure up to the resources that a publicly traded, global company like Netflix has. His 25-minute video required a whopping $3.5 million to make, he said on Twitter. For one thing, YouTube is free, and Netflix isn’t.īut Donaldson’s virality comes at a cost. There are a number of reasons why Donaldson’s “Squid Game” is almost as popular as “Squid Game” itself, at least by the number of views.