Not a lot when you consider the average YouTube ad revenue, which is $1,500 per 1,000 views. But YouTube isn’t a cash cow for advertisers, even when it’s the best-seller on Amazon’s Kindle digital books. If any of these stars make one book, it’s a bonus. But it’s rare that they do two or three, and these two might be the biggest. “I think [Shelby] would get one million, but it would come at about $8 million,” says Andrew Barlow, a longtime film critic who hosts the award-winning YouTube channel Critic Rap. “He’s got to make a lot of money here, but if you can’t be a superstar of YouTube, you’re probably not all that valuable.”
Shelby has taken a different route to stardom than his YouTube friends: YouTubers’ real-life social-media presence doesn’t translate exactly into the YouTube-world-at-large. When he started, he did Facebook and LinkedIn posts, not YouTube videos. “I didn’t really know what to do,” he says. “I’d say, ‘Listen, I have my online presence that I’m proud of. I’m going to put that out there, and just to not be a total joke, people will like it.’ But it didn’t really work. I’ve done my Instagram and it’s great, but I don’t need it to get to that point. [On YouTube], I’ve been able to go beyond that. There’s an audience behind that I can reach through my YouTube channel, but it’s not a big enough network for it to be worthwhile.”
Shelby isn’t just an entertainer on YouTube. He’s part of a burgeoning movement of YouTube celebrities who are turning their attention to more serious, commercial projects. The PewDiePie brand has been on the decline since the summer, while its biggest star, Felix Kjellberg, who makes his living posting humorous videos of his playing games, is making an increasingly high-profile TV appearance. On January 10th, Kjellberg was scheduled to appear in the season finale of ABC’s The Bachelor on the popular dating show. Before that, he was slated to be on The Late Late Show with James Corden. This, too, has made him an Internet sensation. On January 4, 2014, Kjellberg posted a video titled “Are You There, Chelsea” featuring his cat, Chelsea, and a clip
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