YouTubers Who Don't Rely on Ads: The Myth of "Views = Revenue" Has Collapsed - The Reality of YouTubers Becoming Brands

The new norm for YouTubers is to reduce dependency on ad revenue by integrating their own brands (D2C), memberships/donations, and affiliate/shopping ventures. MrBeast's snack brand, Feastables, has become a more significant profit source than video ads, and he is venturing into "quasi-infrastructure" with plans like joining a consortium to acquire TikTok and developing an MVNO. Emma Chamberlain has opened a permanent café, while Babish and Rosanna Pansino are building stable income with products that align with their themes. Meanwhile, changes in algorithms, stricter YouTube Partner Program (YPP) policies, and tariffs make ad revenue and sponsorships uncertain. The key to success lies in a three-layer strategy: "Stability (ads/memberships) × Expansion (affiliate/shopping) × Value Maximization (own D2C)" and nurturing owned audiences through channels like email. Videos now serve as a tool for attracting audiences, while profits are generated through sales and relationships.