As of 2024, YouTube has earned recognition as the largest video-sharing platform in the world. With more than 2.70 billion users, it has also earned the spot for the second biggest social media platform. With the way things are going, it is estimated to reach 2.85 billion global users by 2025. These stats are helpful for every content creator as they decide whether to merge or decentralise YouTube channels.
Important YouTube Statistics Before You Merge or Decentralise YouTube
Image Credit: DemandSage
According to research, there are more than 62.2 million YouTube creators. The most viewed YouTube video is Baby Shark Dance, which has earned over 14 billion views. The highest paid YouTuber is MrBeast ($54 million income). Thanks to YouTube creators, the US GDP has earned a contribution over $25 billion.
If you are among the many individuals hoping to be the next big YouTube content creator, it’s important that you know how to hack the system. While there are some who concentrate on being a vlogger, others try their best to use YouTube as a way to earn decent income from. One way people do this is by running various channels on the platform to target various niches.
But this brings in a relevant question whether it’s better to merge or decentralise YouTube channels. Let’s talk about the pros and cons and how this will help you out.
Merge YouTube Channels: Why You Should Do It
If you run a number of channels on YouTube, you might have thought about merging these into one main channel. Think of it as a Netflix account with each of your niches separated into categories. There’s a category for South Korean shows, True Crime and Documentaries, Suspense Movies, and many more. Following this example, you can create one channel for your niches and segregate into categories.
Pros of Merging Your YouTube Channels
First, let’s talk about merging your YouTube channels. Here are some of the reasons why having just one YouTube channel is a better option:
- Easy to Manage Content: You only need to focus on one YouTube channel, which your global audience can discover. Use a dominant language for this channel so you can attract more viewers.
- Increased Content Discovery: Integrating your YouTube channels into one can help with advanced algorithms and data analytics that will push your content to be recommended for new users. This will allow your channel to have a wider audience reach.
- Diversify Your Revenue: Merging your YouTube channels will allow you to open up new revenue streams through subscription, advertising, or partnerships.
- Resource Sharing: Combining channels can allow you to combine your resources and foster innovation in user engagement, content creation, and technology.
Cons of Merging a YouTube Channel
While merging YouTube channels may be a wise strategic move for many creators, it is not always the case. There are some disadvantages that can arise, such as:
- Integration Issues: Merging YouTube channels may not always be a wise idea, especially if the creators have a ton of content to consolidate. In some cases, it may be best to start a new channel altogether after the merger.
- Consistency Challenges: Working on a new style of content can be difficult, especially if the creator already has a large following. It can be difficult to adjust to the new type of content, especially if the creators have not collaborated as much.
- Personality Clashes: Another problem that may arise is when the two content creators have different personalities that won’t match well. It can lead to each other’s downfall in the YouTube community.
3 Successful Mergers in YouTube Channels
Merging YouTube channels is a strategic move for content creators who are hoping to expand their reach, enhance their brand presence, and combine resources. Just take a look at these YouTube channels that have followed this strategy in the past:
MrBeast + Beast Philanthropy
Image Credit: MrBeast
To date, MrBeast has earned recognition as the most-followed YouTuber with 310,000,000 subscribers. He started posting on YouTube in early 2012 by sharing Let’s Play videos and content that estimated how much other YouTubers earned.
His channel started becoming viral in 2017 and launched other channels such as Beast Reacts (previously BeastHacks), MrBeast Gaming, MrBeast 2 (previously MrBeast Shorts), and Beast Philanthropy.
Through Beast Philanthropy, MrBeast has been able to focus on his charitable initiatives, such as raising funds for environmental conservation projects like Team Trees and Team Seas. MrBeast merged his philanthropic content into his main channel to leverage on its massive following to raise awareness and funds for MrBeast’s various causes.
The Sidemen
Image Credit: Sidemen
Another famous YouTube merger is The Sidemen, a group of British YouTubers comprised of seven internet personalities such as KSI, Zerkaa, Miniminter, Vikkstar123, W2S, TBJZL, and Behzinga.
Prior to their merger, the men frequently collaborated on challenges and daily vlogs. They then decided to merge their channels into one so they could significantly boost their subscriber base. By doing this, they were able to create a larger community since they tapped into each member’s audience.
Rhett and Link + Good Mythical Morning
Image Credit: Rhett and Link
When Rhett and Link started, they were only making comedy and musical videos on their channel Rhett and Link. But when they started gaining success in other properties, the main Rhett and Link channel became inactive. They also started to run a YouTube channel called Good Mythical Morning, which has more than 9 billion views and 18.6 million subscribers (February 2024).
They decided to merge their channels under one Mythical Entertainment production company to consolidate the brand and expand their presence. Through this, they were able to expand the brand beyond YouTube, such as live events and merchandise.
YouTubers frequently collaborate with each other to expand their reach and grow their own fanbase. Once these creators see the advantages of merging with another creator, they can easily decide to do so since they have frequently collaborated with each other.
Decentralising YouTube Channels: Why It’s Better
On the other hand, decentralising your YouTube channel may be a better option. This is particularly true for channels that need to have a local marketing channel. Through this practise, they can prioritise the local market that the channel hopes to reach.
Here are the pros and cons of decentralising your YouTube channels:
Pros of Decentralising a YouTube Channel
- Target Audience Engagement: Having separate channels allows creators to customise the content intended for different audiences. This allows an enhanced viewer engagement since the content receives subscribers that are aligned with the video.
- Better Content Discovery: Separating channels can also improve content discovery as it allows viewers to navigate and easily find content relevant to their preferences. For example, a viewer is interested in mukbang videos of a particular content creator. If the creator has other content, like gaming, it could take the viewer several minutes to look for relevant content that he wants to look at.
- Specialised Branding: Having separate channels can also help establish the unique brand qualities of the creator. This will allow the content creator to attract sponsorships that align with specific niches.
Cons of Decentralising a YouTube Channel
- Loss of Established Metrics: When channels are unmerged, the likes, views, and engagement metrics cannot be transferred. You’ll have to start from scratch to build the channel’s credibility and reach.
- Resource Allocation: Managing several channels can be time-consuming and resource-intensive. For creators who are working alone, this can be hard to take control of. They will have to consistently produce content across these channels, which could lead them to have infrequent uploads or lower quality content.
- Increased Complexity: Having several channels can complicate your content strategy and audience management. You’ll need to have different strategies for each channel, which may lead to confusion and inconsistencies in branding and messaging.
Overall, having separate YouTube channels work best if you already have a team working with you. But if you are still starting out as a content creator, it may be best for you to merge your channels or concentrate on just one niche at a time.
Examples of Decentralised YouTube Channels
The Try Guys and Buzzfeed
Image Credit: The Try Guys
True to its name, The Try Guys were previously a male group consisting of four members under BuzzFeed who tried various things for content IN 2014. At that time, the members were still employees of BuzzFeed and were the first to have a show with a recurring cast.
The four members, Eugene Lee Yang, Ned Fulmer, Zach Kornfeld, and Keith Habersberger, went viral for their video “Guys Try Ladies’ Underwear for the First Time.”
In 2018, the Try Guys left BuzzFeed to start an independent production company called 2nd Try LLC. This company gained all rights to the brand, which allowed them to retain the name. A year after that, The Try Guys left BuzzFeed when their contracts expired.
After a series of changes (both good and bad), the brand has successfully left the main channel in pursuit of their own. Although this wasn’t completely an example of decentralising a YouTube channel, it shows how important it is to have a separate channel in the first place.
Red Bull
Image Credit: Red Bull
Another famous example of a decentralised channel is Red Bull, the energy drink. Although Red Bull has its main YouTube channel (with 18.3M subscribers), it also runs over 10 other channels that are specific to the niches they cater to. Their list of channels include:
- Red Bull Gaming: 465K subscribers
- Red Bull Bike: 3.46M subscribers
- Red Bull Snow: 915K subscribers
- Red Bull Motorsports: 1.96M subscribers
- Red Bull Surfing: 314K subscribers
- Red Bull en Español: 330K subscribers
- Oracle Red Bull Racing: 1.75M subscribers
- Red Bull Skateboarding: 446K subscribers
- Red Bull Batalla: 6.93M subscribers
- Red Bull Dance: 347K subscribers
- Red Bull Music: 651K subscribers
- Red Bull Records: 828K subscribers
- Red Bull Music Academy: 199K subscribers
- Red Bull Cliff Diving: 737K subscribers
- Red Bull Blinks: 568K subscribers
- Red Bull Rap Einhundert: 184K subscribers
- Red Bull BC One: 970K subscribers
- Red Bull SIKA: 185K subscribers
The brand has opted to decentralise its YouTube channel to diversify the different fanbase it caters to. By doing this, they have been able to nurture niche audiences with their specific content yet continue to market their product, the energy drink.
They have also been able to broaden their reach as a global brand since they have expanded their target audience. Again, this has proven helpful for a brand with a team that can go behind the scenes and work on specialised channels instead of just one YouTube channel.
Samsung
Image Credit: Samsung
Samsung is another channel that has decentralised its YouTube channels depending on the region it caters to. This same strategy is being used by global brands like Toyota, Netflix, Apple, IKEA, Coca-Cola, and many more. By following this decentralised approach, they are able to cater to local channels and reach these markets more.
Of course, there is a main channel where the official products and services are announced. The localised channels create content that target the markets that they cater to. One way they do this is by including local dialects as subtitles for every video they produce. They can also use these decentralised channels to celebrate local holidays and events, like an election or a specific holiday.
This practise allows them to reach and connect with their target audience without any hindrance or bias to other regions. At the same time, they are able to create hyper-personalisation strategies that strengthen their brand trust with the regional audience.
Merge or Decentralise YouTube Channels: Should You Do It?
This brings us to one last question: should you merge or decentralise your YouTube channel too?
It’s important to weigh your options along with the pros and cons of each so you can make the best decision for your own company. This will allow you to make a strategic move to boost the marketing strategies you plan to use. If you need further assistance on which option will be best for your company, you can give us a call.
Frequently Asked Questions
Is it legal to have two YouTube channels?
YouTube allows you to make multiple channels with one email address. You can also use a Brand Account linked to your personal account.
Can two people own one YouTube channel?
Multiple Google accounts can manage and own a Brand Account. The managers and owners may also access the YouTube channel associated with the Brand Account.
How much does YouTube pay for 1000 views?
As of 2024, creators can earn between SGD 2.62 and SGD 15.70 for every 1,000 views. Advertisers pay for every 1000 views on their ads so this is also how much the creators earn.
Who is the highest paid YouTuber?
To date, MrBeast (also known as Jimmy Donaldson) is the highest paid YouTuber. He earns around $54 million (or SGD 70 million) per year.
