The 2022 Youtube Rich List

Did you know that YouTube is the second-most visited website on the internet (after Google), boasting 14.3 billion visits per month, more than Facebook and Wikipedia. Although content creation platforms like TikTok and Instagram are growing rapidly in popularity, YouTube still outstrips them by far.

As a leading expert in influencer marketing, I’m always interested to see who is actually making the big bucks in the world of content creation, so when the latest report YouTube Rich List report from CashNetUSA landed in my inbox, it was great timing.

The report looks across the world at the big picture, and examines major territories.Using SocialBlade’s database of YouTube channel data, CashNetUSA found the top-earning channel in every country/region and was able to estimate the channel’s lifetime earnings.

There’s quite a lot of information, but I wanted to share some of the main highlights with you.

For the full detail, you can also read the complete report here.


First, just how big is YouTube?

It’s big.

694,000 hours of video are streamed on the platform every minute, while 500 hours of content are uploaded every minute.

Compare this with Netflix, which, despite streaming feature-length movies, commands just 452,000 streaming hours per minute.

It’s been possible to earn a living from content creation on YouTube since 2007, and a 2019 survey revealed that there’s a whole generation of kids who, having grown up with it, see being a YouTuber as a future to aspire to.


What do the world’s biggest overall earning channels have in common?

Maybe then, it’s no surprise that the answer is: kids. The report highlights that YouTube’s Global Rich List is dominated by content created for children.

  • The highest earning YouTube channel: American kids’ channel Cocomelon, earning an estimated $282.8m since its creation in 2006. At time of writing, it has over 147million subscribers, which means that (excluding channels run by media organisations), it tops the popularity list.
  • In five out of six continents, the most profitable channel was content made for kids. Russia’s Like Nastya ($167.5m) and Argentina’s El Reino Infantil ($102.2m)
  • American YouTuber FGTeeV has earned the most of any gaming channel, making over $47m so far.

The 2022 Youtube Rich List

It’s worth looking at a few other popularity stats at this point. We’re looking at specifically at the Rich List, but it’s interesting to see where some of the highest earners sit within the ‘most subscribers’ list too.

Source: Most subscribed YouTube channels 2022 | Statista


Let’s look at what the Rich List revealed by continent.


North America

Cocomelon, Babadun VanossGaming Among Continent’s Top Earners

With three-quarters (73%) of U.S. adults reporting that they use YouTube, the US market is huge.

More than 22,000 channels currently boast more than one million subscribers, and YouTubeaccounts for 27%of North America’s mobile video traffic.

As we’ve already seen, with more than 136 billion views on their videos, children’s channel Cocomelon tops the league table of YouTube earnings in North America, and has racked up more than 136 billion views to date.

Against Cocomelon’s $282.8m, next highest earners entertainment channel Babadun, Mexico ($39.3m) and VanossGaming, Canada ($31.3m) may seem small fry, but those are pretty big earnings.


South America

Once again, kids’ content is king, with El Reino Infantil (‘the children’s kingdom’) in English out-earning even its closest rivals, at $102.5m. It’s famous for its sing-along videos, which have attracted the attention of some big names.

Brazil, Argentina and Colombia are among YouTube’s 25 largest markets for views, with 274 billion in Brazil alone.


Europe —Gaming Channels Dominate but Like Nastya Tops The List

Europe accounts for 27% of YouTube’s global viewing figures, with the U.K., Russia and Spain among its largest markets.

Gamers are higher on the popularity (and therefore, Rich) list here with a gaming content channel being the highest earner in 16 of 45 countries.DanTDM, UK ($39.8m) and Jacksepticeye, Ireland ($32.5m) are the two highest earning gaming channels in Europe.

Once again, though, top of the earnings tree is content for kids, with Russia’s Like Nastya way ahead of the competition at $167.5m.

Like Nastya differs from some of the other kids’ channels in that it belongs to, and is presented by, Nastya herself. Anastasia (Nastya) Radzinskaya is originally from southern Russia, but she was diagnosed with cerebral palsy and moved with her parents to the United States. Her channel, which includes her own music videos, as well as videos of her with her parents, encourage kids to explore the world with her, and are hugely popular, with over 102 million subscribers.


Middle East and Central Asia

The Middle East has seen some rapid growth in YouTube channels recently, with the number of channels growing by 160% between 2015 and 2018. The region now has more than 200 channels with over1 million subscribers.

Once again, the wealthiest channel is aimed at children, with Jordanian platform Toyor Al-Jannah (toyoraljanahtv) (which translates as the Birds of Paradise channel) earning nearly $54m. The channel was one of the Middle East’s first child-dedicated YouTube channels, and includes a mixture of songs and videos aimed at children of different ages.

Vlogger Shifa (aka shfa2) comes, by the standards of the rest of the world so far, a fairly close second, at $43m. But before you get too excited about the prospect of a non-gaming, non-kid-centric channel coming high up the earnings list…Shifa’s channel, containing videos of her playing, at school etc is managed by her mum.

Mohammed Moshaya Al-Ghamdi (aka mmoshaya), next in line $34m is styled as ‘the largest family vlogger in the Middle East’, and features an entertaining mix of sketches and family challenges.


Rest of Asia and Oceania

The CashNetUSA report excluded many official Bollywood and K-Pop channels from its figures in this region, focussing on individual channels. And, in common with the rest of the world, it is children’s content that thrives here, with India’s ChuChuTV earning $81.6m.

The last decade has seen significant YouTube growth in the Asia-Pacific region, andIndia or South Korea are home to half of YouTube’s 20most subscribed channels. PewDiePie, offering a variety of entertainment videos is quite a success story rivalry with 111 million subscribers (earnings not stated though).



With only around 22% of Africa’s population having internet access, the continent has traditionally represented a smaller market, but there are signs of change here. Kenya, Nigeria and South Africa all have at least 300 channels with more than 100,000 subscribers.

For once it’s not kids’ content that dominates here, with Egypt’s حِرف إبداعية في 5 دقائق (Creative Crafts in Five Minutes) being Africa’s highest-earning channel, at $8.7m. The life hacks and how-to guide ranging from creative projects to household fixes have together been viewed more than 4 billion times.

Arabic language channels are popular across the continent, too, including Algerian cooking YouTuber Oum Walid ($4.9m).


The complete report includes a searchable table of results at the bottom, so if you’re interested in looking deeper into the numbers, head on over to the full report here.

In summary…

  1. Content for kids dominates YouTube earnings.

According to the report, five of the 10 most viewed YouTube videos of all time* were published by channels specifically creating content for children. For the Wikipedia list of the YouTube top 30, click here.

With around 34% of parents in the US regularly allowing their kids to watch YouTube content (but 61% reporting unsuitable content, it’s not surprising that channels based solely on stuff for kids are popular. (figures according to Pew Research Center)

  1. Gaming is the second highest earning genre. YouTube has always been popular with gamers, and videos of Minecraft, the world’s best-selling video game, have been viewed more than a trillion times.
  1. YouTube is still growing. Despite competitors like TikTok and Instagram, YouTube’s mainstream popularity means that its growth shoes no sign of slowing down.


What does all this mean for you? If you’re a YouTuber (or aspire to be) it might be tempting to think that your chances of success are less if you’re not a kids’ creator or gamer. But remember that, with 694,000 hours of video being streamed on the platform every minute, there’s room for everyone, and with the right approach, you’ve got the potential to earn a living whatever your niche.


To talk about how, get in touch.

If you’d like to talk about how to build or develop your influencer marketing strategy or how to connect with the right influencer marketing agency for your brand, get in touch. I’d love to chat.

Gordon Glenister is also the author of the book, Influencer Marketing Strategy. Learn:

  • how to build an influencer strategy
  • what makes a great influencer
  • about the rise of Clubhouse and Tik Tok
  • about future digital trends for connecting with a digital customer

Find out more and order your copy at: Influencer Marketing Strategy Book By Gordon Glenister – Gordon Glenister 

*The most viewed YouTube video of all time? Baby Shark. If you really need reminding, click here (But don’t blame me for the earworm!)

The 2022 Youtube Rich List

Most Inspiring Workplaces in London

Inspiration seekers, this is for you!
These are the most inspiring spaces to work from in London

From breathtaking views over the iconic city of London, to Yoga in nature and the most luxurious palm tree courtyards – remote and hybrid workers will find inspiration in these stunning locations sourced and vetted by Othership.

Most Inspiring Workplaces in London

Lobby at Hart Shoreditch Hotel London, Curio Collection by Hilton

Aspire to inspire: London never ceases to surprise and workplaces are no exception. 

Stuck in a rut? Whether you call it writer’s block or creative fatigue, maybe all you need is a change of location. Othership curated a list of the most inspiring places to work from in the capital and their Instagram accounts.


beyond Aldgate Twer

Why it’s inspiring: Breathtaking views from the 16-floor glass building with huge windows and plenty of natural light.

Location: Within Aldgate Tower, just 3 minutes from Whitechapel Gallery.

The catch: Day passes are available for £50 per day, monthly coworking memberships for £160 per month or a private office for £499 per month.


Landmark London

Why it’s inspiring: Luxurious interior in an indoor palm tree courtyard from 1899 make it feel like a holiday at the French Riviera – perfect for a calm and relaxed mind!

Next to Marylebone train station

The catch:
The place is very popular and hotel guests are given priority in the lobby.


Senate House library

Why it’s inspiring: Surrounded by bookshelves, smoking minds and plenty of natural light at antique-looking desks.

Between Russell Square, Goodge Street and Tottenham Court Road.

The catch:
Not everybody likes the type of quiet of a library.


The Lodge Space

Why it’s inspiring: Yoga and Pilates classes in a studio overlooking Southwark Park, breathing workshops, massage treatments, plant powered kitchen and the interior of a wooden cabin with a Balinese-inspired secret garden.

Between Canada Water and Surrey Quays

The catch:
It’s too inspiring to think of any negatives.


Hart Shoreditch

Why it’s inspiring: A spacious lobby with lots of natural light and tables that invite for team collaboration.

Between Old Street and Shoreditch High Street.

The catch:
As any hotel lobby, it can get a little busy at times.

Book via Othership


FBC Clerkenwell

Why it’s inspiring: Family run co-working space with seating by the window overlooking Clerkenwell, plenty of plants and great coffee to keep the mind awake.

Clerkenwell, closest tube station is Farringdon.

The catch:
It can be quite busy and a little noisy.


Mainyard Studios

Why it’s inspiring: Aimed at creatives in multiple locations in East London with music studios, sewing machines, wood workshops and desks in a warehouse setting.

Location: Leyton, Walthamstow, Hackney Central, Hackney Wick, Tomwer Hamlet

The catch: It might be a little too creative for some.


The Co-Dalston

Why it’s inspiring: Rustic interior in a small, friendly setting with a bar serving coffee, bagels and Argentinian pastries. For an even more relaxed mind, there is a back garden with plants and decorated in white and baby pink.

Between Dalston and Haggerston.

The catch:
It’s a bit harder to reach with the Overground being the only public transport connection.


Town Sq Islington

Why it’s inspiring: Start Up Club and a collaboration with the local council – community at heart in one of the most vibrant areas of London, Shoreditch. Plus, very affordable coworking memberships.

Around the corner from Old Street.

The catch:
The interior looks like a corporate office without any personal touch.


Work From – by The Hoxton

Why it’s inspiring: Stunning interior over two floors with breath-taking views towards all sides of London, a Yoga studio and a beautiful terrace to enjoy a drink after work.

Southwark by Blackfriars Bridge

The catch:
Coworking memberships for £350 per month.


Moxy London Stratford

Why it’s inspiring: A modern and vibrant interior make this hotel lobby a truly inspiring space for creative minds.

Next to Stratford station and the Westfield shopping centre.

The catch:
The lobby can get busy towards the end of the day.


If a change of location stimulates your mind and make you more productive or you would simply like to try as many different workspaces as you can, head over to Othership and find you next hot desk.

Most Inspiring Workplaces in London

Are Membership Organisations Embracing Digital To Increase Member Benefits

Are Membership Organisations Embracing Digital To Increase Member Benefits

Are Membership Organisations Embracing Digital To Increase Member Benefits

As a specialist in membership organisations and influencing, and founder of Membership World, I’ve naturally been keeping a keen eye on what’s been going on as we emerge from the disruption caused by the Covid-19 pandemic.


What characterises membership organisations?

 Membership organisations are designed to meet either a professional, emotional or cultural need. Those that thrive do so because they meet these needs and deliver tangible benefits to their members. People who come together as a result of their membership find that their individual and collective ambitions are supported, and they gain either knowledge, skills, inspiration and connections (or a combination of all those).

In many ways mirroring our general working practices, as a result of the pandemic, membership organisations dealt with a sudden and forced move to online engagement and digital-only membership benefits. This has been followed by a gradual return to in-person events – but in tandem with continued digital activity, creating a hybrid approach. So what’s next?

The 2022 Membership Forecast Report from Pixl8, their third annual analysis, is full of detailed insights into the membership sector. They track how the membership model is evolving, and I’m going to share some of the highlights with you here.

Pixl8 analysed responses from 116 participants from the UK and abroad:

  • 43% at management or senior level, 21% Chief Executives and 15% directors
  • Nearly 48% of organisations are London-based and over 22% are in the Midlands. 11% are based outside the UK
  • 44% of organisations have a turnover under £1M, around 30% £1M-£5M and 20% over £5M
  • 58 responders were from membership organisations and 38 were from associations
  • Around 66% of the association participants work at professional bodies with the remainder drawn from trade association
  • 16% of responding organisations have charitable status


Is there growth in the membership sector?

 The membership sector seems reasonably buoyant, with 57% of organisations increasing their membership base in 2021 – up from just 25% in 2022.

Around 20% reported that their numbers remained static, which for some represents a significant achievement in a challenging period.

Around 10% reported that their numbers had shrunk.

As Pixl8’s authors point out, a decline in numbers isn’t the only factor to take into account in a membership organisation.


What are membership organisations’ key strategic priorities?

Unsurprisingly, the two top priorities by far are member acquisition and retention. 45% of responders reported acquisition as their main priority, followed by retention (32%).

Responding to a new category ‘encouraging members to update their profile’, 16% saw this as a top priority. This, perhaps, indicates an understanding that more detailed, accurate and up-to-date information about their members is a key driver in developing more engagement and more personalised experiences.

Developing a more sophisticated digital presence is key to enabling a more personalised membership experience, and the report looks into various aspects of digital priorities.


How much confidence is there in digital investment for membership organisations?

22% of respondents reported that they have strong digital foundations, and plan to invest further. Slightly fewer reported a fully integrated digital strategy with personalised membership experiences.

By far the largest number of respondents stated that they had a strong digital presence but recognised that they needed to develop a more sophisticated approach – though weren’t sure how to approach it.

Small, but significant numbers reported either that they didn’t recognise the importance of digital yet, or that they knew it was important but didn’t know how to move forward with it.

With hybrid membership models apparently here to stay, it’s important for organisations of all sizes to understand their digital potential and develop a clear roadmap.

It’s interesting to note that the numbers reporting having achieved digital sophistication in 2021 (43%) are slightly down from 2022 (43%).

Pixl8 don’t go into why this might be. I wonder whether, as we gradually return to a sort of ‘normal’ some organisations are treating digital transformation as less of a priority, and anticipating a return to models more similar to the pre-Covid world? If this is the case, looking at business in general, I’d find this concerning. Successful businesses across the board are embracing digital transformation. It’s no longer enough for digital to be a bolt-on. Rather, sustainable growth often hinges on having joined up systems at the heart of a business, and consumers have increasingly sophisticated expectations around a truly personalised experience.


What are membership organisations’ key digital priorities?

There’s an interesting spread of priorities here, with systems integration topping the leaderboard. Around 12% selected all the options as priority, perhaps an indication that they recognise the importance of placing digital at the core of the organisation?


Digital services offered by membership organisations in 2021.

 Again, it comes as no surprise to see that online events increased in 2021 – with nearly 90% of respondents reporting an upturn. Though many of us have now been enjoying the ability to ‘get out there’ in person once more, we have also recognised the convenience of meeting online – and the potential to expand our network easily and at little direct cost – particularly geographically.

Many membership organisations have, it seems, been embracing the possibilities offered by digital technologies to streamline event management and registration.

Membership organisations have also recognised the need to offer more quality online content. Perhaps a side-effect of that was an upturn in the number of emails being sent out. Is that a positive step, or do we need to consider how this increase is received by our members?


What are the main challenges facing membership organisations?

Whilst there is much to be optimistic about, there are, of course, some significant challenges in these turbulent times. Few of them come as a surprise, in fact, I’d be surprised if these results didn’t closely reflect what we are seeing across most business sectors:

  • multiple systems with no or only partial integration
  • overstretched team
  • insufficient budgets to achieve their aims
  • insufficient information about their members

 Do these sound familiar? Are you facing other challenges?

As a leading influencer in the membership sector, I offer specialist training and consultancy in strategy and managementorganisations, covering the complete membership lifecycle. I tailor my programme to your specific needs, so if you have a challenge you’d like some help with, get in touch. I’d love to chat about how I can help.

 Gordon is an experienced membership professional. He is the founder of Membership World, and has worked with many trade associations and professional bodies.

Gordon Glenister is also the author ofthe book, Influencer Marketing Strategy. Learn:

  • how to build an influencer strategy
  • what makes a great influencer
  • about the rise of Clubhouse and Tik Tok
  • about future digital trends for connecting with a digital customer

Find out more and order your copy at: Influencer Marketing Strategy Book By Gordon Glenister – Gordon Glenister

Are Membership Organisations Embracing Digital To Increase Member Benefits?


As the founder and CEO of SheSpeaks Inc., Aliza Freud has built the largest, most diverse community of female consumers and influencers in America with a network reach of more than 250 million people per month and growing. Along with her team, she helps brands like Hershey’s, Prudential, Kraft, Reckitt Benckiser, Coca-Cola and others create and amplify authentic influencer content powered by insights. Aliza considers it her mission to amplify women’s voices across all media – digital, social, mobile, and, through her own podcast, How She Does It. In SheSpeaks, Aliza has created a platform that inspires women to express their creativity, ideas and opinions and provides them endless opportunities to expand their personal influence and build their own profitable businesses along the way. Find out more at

Learn more about your ad choices. Visit Megaphone


In this episode we talk to Paul Cranwell about the power of Audio in advertising, particularly for creators. There are some great sound clips to listen to in the episode and Paul and I talk about how the right audio content can make a big impact. Paul is a partnership and business development specialist with over 25-years of experience leading teams in digital, traditional media and advertising, in both media owner and marketing agency positions. Now working for Adtonos, Paul’s relationship development experience is both UK and global, focusing on sales development, marketing, operations, and spanning digital enterprise, media, advertising, commercial radio, advertising agency and e-commerce. His successful track record has included Director positions with some of the UK’s leading radio stations – in key markets, such as Manchester, Birmingham and Nottingham, as well as one of the UK’s leading audio agencies Radio Works/Maple Street Studios (London). Check out

Learn more about your ad choices. Visit Megaphone


Farah Sattaur is a successful lifestyle influencer who shot to fame on the TV series ‘Ex On The Beach’. Farah part Filipino and Guyanese has worked with many fashion and beauty brands and tells her story of what its been like over the last 6-years to be a content creator. She recently launched her new make-up brand True Beauty. Follow Farah on Instagram

Learn more about your ad choices. Visit Megaphone


Layla Flaherty is the Founder and CEO of Urban Paws UK a pet modelling and influencer agency. She shares her insights on all sorts of pets she represents for campaigns. It’s not just cats and dogs that create amazing engagement for brands, but horses, hedgehogs, birds and many more. So whether it’s Willow, Walter, Tony or Snowdon they are all available for hire. Most of the content tends to be reels, Layla says, but brands not associated with pets realise the amazing social reach these pets have which is why they work with her. For more information on Urban Paws check out

Learn more about your ad choices. Visit Megaphone


Founder and CEO of Trinity Consulting, Anthony J James is a global leading influencer in the B2B sector. In 2020 he had 1.6m followers on his LinkedIn profile the only platform he works on and now has over 4m followers. His innovation video content is truly inspiring. In 2020 he launched Influencer Active which is a leading B2B Influencer marketplace for thought leaders, speakers, business experts with at least 30k followers on their LinkedIn profile. Anthony doesn’t see himself as an influencer, a term much aligned in his view but a thought leader and specialist in technology and creativity. Find out more Here.

Learn more about your ad choices. Visit Megaphone


One of the funniest Podcasts I have ever done with Jane Malyon whose wonderful wit and entertaining story will have you gripped. She is the owner of a brilliant niche business selling Afternoon teas and has written a book about the quintessential Scone. Her Tiktok videos have attracted millions of views and some have had over 3,000 comments of which Jane has responded to. Her standout English accent is the perfect match for the products she sells and many of her American audiences want to adopt her. You can follow Jane on Tiktok.

Learn more about your ad choices. Visit Megaphone


Armed with civil engineering and journalism/communications degrees, Iryna Fedchenko, the Ukrainian lifestyle influencer speaks 4 languages: Ukrainian, Russian, Spanish and English. She has built a strong online audience with more than 1,2 million followers in Latin America and USA regions. As a YouTube creator with over 800k subscribers, Iryna is a digital ambassador for high-end lifestyle brands like Toyota, Hyundai, Maria Oliver, Binance and others. During her career she has hosted on TV, several major sports events, including, the Winter Olympics in 2014, FIFA Confederation Cup in 2017 and FIFA World Cup in 2018 on networks like Televisa Deportes, Imagen Television and ESPN. Since 2020 Iryna has been a coach for other digital entrepreneurs and gives speeches on media at conferences about how to create impact as an influencer. She stands for immigrant and refugee rights. In this interview she shares the importance that content creators have in sharing opinions and important global news stories as well as her own personal journey at becoming an influencer Follow her on Instagram Here.

Learn more about your ad choices. Visit Megaphone