They’re Ignoring MrBeast’s Rules of YouTube, and Thriving

Now, Mr. Burback goes months between posts. The videos tend to be either sprawling, deeply researched video essays — about the state of late-night television, ghost kitchens or the Apple Vision Pro — or strange travelogues, taking him on road trips to every Rainforest Cafe or Margaritaville in the country.

His viewers have responded, with his ghost ... See more

MrBeast — whose real name is Jimmy Donaldson — is the most popular YouTuber on the planet, with a grip on younger people (and the internet in general) that can be hard for some adults to comprehend. He produces videos known for both their scale (“I recreated every set from ‘Squid Game’in real life, and whichever one of these 456 people survives the... See more