Posted on
18/10/2022

Worldwide Ranking of the Top Influencers on YouTube in 2022

YouTube has tremendous potential for influencing marketing and brands should definitely consider the platform for their campaign. While they need to find a good match, in terms of values for example, it is quite important to also know which KOLs are followed the most and what their content strategies are. Read now the top five YouTubers worldwide in 2022.

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Key Takeaways

  • PewDiePie became most famous for his humorous gaming videos.
  • MrBeast pioneered the genre: costly stunts, challenges and donations.
  • Kid Show Diana stars 8-year-old Diana and earns $2.8 and $44.7 million a year.
  • American-Russian Anastasia Sergeyevna Radzinskaya is also a child star on YouTube.
  • Russian brothers Vald and Niki Vashketov are the ninth most popular YouTubers in the world.

YouTube now has more than two billion logged-in users, while advertisements on the video platform can reach as many as 2.5b people. Accordingly, the revenue generated by advertising is around $28.84b.

In addition, YouTube is only behind Google in terms of the number of clicks, with the video platform recording 14.43b visits in 2021. In total, more than one billion hours of videos are streamed daily. Check out all the other statistics on YouTube from 2022 on the Kolsquare blog.

Without doubt, YouTube is an important platform for influencer marketing. Therefore, check out the following ranking, which shows the global ranking of the top five influencers on YouTube in 2022, based on Kolsquare data.

Top Influencer PewDiePie

PewDiPie aka Felix Arvid Ulf Kjellberg is a Swedish YouTuber who is best known for his comedy videos. These mainly revolve around general things that you can find on the internet. His Let’s Play horror video games are especially popular. He also enjoys playing other games such as Flash and indie games, recording himself live of course.

In addition, PewDiePie also makes vlogs, for example, reviewing Reddit or playing other games besides Minecraft. His community includes 111m subscribers.

The top audience indicators are:

  • 64% of his audience is men
  • His target audience is 18-24 year olds
  • Interests: games, TV and movies
  • EMV is 874k€ for each post or video
  • Engagement rate is 0.18%
  • Average 193k likes for each post

Who is MrBeast?

Known as MrBeast, Jimmy Donaldson is one of the most famous American YouTubers. He is also a businessman and philanthropist, and at only 24 years old. His channel features expensive stunts, challenges and donations, which is altogether a first among genres.

In 2022, MrBeast is one of the most watched and highest paid YouTubers in the world. As such, he now also employs a team of 60 people, many of whom are childhood friends who help him develop his brand. As of October this year, Jimmy has over 106 million subscribers on YouTube.

The top audience indicators are:

  • Interests: Humor, Money
  • EMV is €13.2m for each post or video
  • Engagement rate is 2.5%
  • Average 2.55m likes for each post

8-year-old YouTuber Diana and Her Channel Kids Diana Show

Parents may already know the YouTuber who reminds them of a little Drew Barrymore. Diana, who is now 8 years old, is the star of the YouTube channel of the same name, Kids Diana Show, together with her brother Roma. This channel is one of the three most watched channels on YouTube in the USA (102m subscribers), delighting followers with a mix of live action and animated adventures.

Kids Diana Show is not Diana’s only channel, however. The young girl can be seen on 12 channels that are translated into multiple languages. Business Insider estimates the Kids Diana Show’s 2020 revenue at between $2.8 million and $44.7 million.

Olena and Volodymyr Kidisyuk, the parents of the young YouTuber know how to skillfully market their child and the resulting brand. In 2020, the Love, Diana series hit the market and under the Love, Diana brand, toys, dress-up sets, playsets and more are available at Walmart, for example.

At first, the children’s videos were just a hobby, the mother said. When son Roma was born, the parents wanted to capture growing up for family and friends. They create a video scrapbook on YouTube. “When Diana was born, we decided to do the same with her, and we’ve been documenting her life ever since. It’s a fun family activity and the best job in the world,” so Olena Kidisyuk.

The top audience indicators are:

  • Interests: Children and family
  • EMV is €2.96m for each post or video
  • Engagement rate is 0.06%
  • Average 62.6k likes for each post

Top YouTube Influencer: Like Nastya Vlog

The next child star on YouTube is Anastasia Sergeyevna Radzinskaya, also 8 years old. Her channel is the fifth most watched and the seventh most subscribed channel (101m subscriptions) in the world.

Viewers watch children’s songs, educational entertainment, unboxings, vlogging, and role-playing games. Anastasia’s videos are dubbed in ten languages: German, Arabic, Bangla, French, Portuguese, Hindi, Spanish, Korean, Vietnamese and Indonesian dubbed.

The top audience indicators are:

  • Interests: Children and Family
  • EMV is €2.29m for each post or video
  • Engagement rate is 0.05%
  • Average 51.4k likes for each post

The two brothers: Vlad Super Vlad

The two brothers Vald and Niki Vashketov are the ninth most popular YouTubers in the world. Behind the two Russian kids’ success on social media is an entire company.

“‘Vlad & Niki’ is a perfect mix for us as a family,” Sergey Vashketov told The Business of Business website. “We can participate in activities together and invent new interesting adventures for our game on camera. It’s fantastic that we can play while pretending to play with our boys and film our favorite activities while making an emotional connection with our viewers.”

The top audience indicators are:

  • Interests: Kids and toys
  • EMV is €1.34m for each post or video
  • Engagement rate is 0.09%
  • Average 86.9k likes for each post

About Kolsquare

Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of  KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.

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