The Secret Company That Owns 30% of ALL YouTube Subscribers
Summary
TLDRNight Media, founded by Reed Dutcher, has become YouTube's largest management agency, representing creators like Mr. Beast and Ryan Trahan. Starting with Dude Perfect in 2014, Dutcher leveraged his NFL sports agent background to secure sponsorships, despite brands' initial skepticism. The agency's success with Mr. Beast, who grew from 1 million to 13.8 million subscribers in a year, solidified its reputation. Night Media expanded with a $20 million investment fund, Night Ventures, to support creators in launching consumer startups. In 2022, a $100 million investment allowed for an in-house studio and further expansion, shaping the future of content creation and turning YouTubers into cultural icons.
Takeaways
- π Night Media is the largest management agency on the internet, with a significant portion of YouTube's subscriber base under its management.
- π The company was founded by Reed Dutcher, who transitioned from being an NFL sports agent to recognizing the potential in online content creation.
- π€ Dutcher's first major success was with Dude Perfect, leveraging his NFL connections to secure sponsorships when YouTube creators struggled to do so.
- πΌ Night Media's approach involved more than just securing sponsorships; it aimed to partner with creators to significantly grow their channels and audiences.
- π The story of Mr. Beast's partnership with Night Media illustrates the company's willingness to take risks on creators with high growth potential.
- π Mr. Beast's growth from 1 million to over 13 million subscribers within a year validated Night Media's strategy and risk-taking.
- πΌ Night Media's expansion included signing other major creators and eventually launching a $20 million investment fund called Night Ventures.
- πΌ The investment in Night Media grew to $100 million in 2022, enabling the company to provide even more resources to creators, including an in-house studio.
- π‘ Night Media's success with Mr. Beast's businesses, such as Beast Burger and Feastables, demonstrates the potential for creators to expand into mainstream businesses.
- π The company is shaping the future of content creation, with YouTubers becoming new celebrities and expanding into businesses beyond the platform.
- π Despite Mr. Beast ending his exclusive contract with Night Media, the two entities maintain a partnership, reflecting the ongoing influence of the agency.
Q & A
What percentage of YouTube's subscriber base is accounted for by a single company mentioned in the script?
-The script mentions that one single company accounts for 30% of the entire subscriber base on YouTube.
Who is the founder of the company that has become the largest management agency on the internet according to the script?
-The founder of the company, which is now known as night Inc, is Reed Dutcher.
What was Reed Dutcher's profession before he founded night Media?
-Reed Dutcher was an NFL sports agent before he founded night Media.
How did Reed Dutcher initially approach Dude Perfect for representation?
-Reed Dutcher crafted a compelling email and reached out to Dude Perfect, who at the time had about 2 million subscribers.
What was the challenge faced by YouTube creators in 2014 regarding sponsorships?
-In 2014, it was impossible for creators on YouTube to get sponsorships because brands did not see YouTube as a serious platform yet.
How did Reed Dutcher leverage his NFL agent background to secure a deal for Dude Perfect?
-Reed used his expertise and connections from being an NFL agent, along with case studies and data, to convince Callaway golf to sign a 3-month partnership with Dude Perfect.
What was the name of the streamer that Reed Dutcher approached after Dude Perfect?
-Reed Dutcher approached the streamer known as Typical Gamer from Justin.tv.
Who is the 'little guy' from North Carolina that night Media took a risk on, as mentioned in the script?
-The 'little guy' from North Carolina is Mr. Beast, who had about 1 million subscribers when night Media first took notice of him.
What was the controversial video concept that Mr. Beast wanted to do with night Media, and what was the outcome?
-Mr. Beast wanted to make a video where they fired a gun at 1,000 magnets to see if they could stop a bullet. Despite concerns about gun-related content, the video went on to get 57 million views in 3 days.
What significant investment did night Media receive in 2022, and how did they use it?
-In 2022, night Media received an investment of $100 million, which they used to skyrocket their Venture Capital fund and provide bigger resources within their investments, including an in-house studio for producing content.
What is the current status of the relationship between Mr. Beast and night Inc according to the script?
-Mr. Beast has ended his contract with night Inc, but they left on good terms and will continue to have an ongoing partnership, just not a fully exclusive one.
Outlines
π The Rise of Night Media and Its Impact on YouTube
Night Media, founded by Reed Dutcher, has become the largest management agency on YouTube, representing a significant portion of its subscriber base. Dutcher, initially an NFL sports agent, recognized the potential of online content creation and approached Dude Perfect, a YouTube channel with 2 million subscribers at the time. Despite initial skepticism from brands, Dutcher leveraged his sports industry connections to secure Dude Perfect a sponsorship deal with Callaway Golf. This success allowed him to establish Night Media and attract more creators, including Mr. Beast, who had a vision for rapid growth. Dutcher's strategic approach and belief in Mr. Beast's potential led to a fruitful partnership, propelling both Night Media and Mr. Beast to new heights in the YouTube ecosystem.
π Mr. Beast's Meteoric Rise and Night Media's Expansion
The partnership between Night Media and Mr. Beast was pivotal for both parties. Mr. Beast, with his ambitious content plans and data-driven approach, was a high-risk but high-reward investment for Night Media. Despite concerns from the industry, Night Media's support helped Mr. Beast achieve his goal of reaching 10 million subscribers in under a year, far exceeding expectations. This success attracted more creators to Night Media, expanding their roster and influence on the platform. In 2021, Night Media launched Night Ventures, a $20 million investment fund aimed at supporting creators in launching consumer-facing startups, further solidifying their role as a catalyst for growth in the creator economy.
π Night Media's Continued Dominance and the Future of Content Creation
Night Media's influence extends beyond talent management, as they have played a significant role in shaping the future of content creation on YouTube. With an investment of $100 million in 2022, they expanded their venture capital fund and resources, including an in-house studio for content production. This has allowed them to support creators in building businesses and brands beyond YouTube. Mr. Beast's ventures, such as Beast Burger and Feasta Burger, have been successful case studies of this strategy, generating substantial revenue. Night Media's approach has helped bridge the gap between online platforms and mainstream culture, positioning YouTubers as new-age celebrities with the potential to expand into various business ventures. The company continues to control a vast network of creators, indicating their ongoing role in shaping the landscape of digital content and influencer marketing.
Mindmap
Keywords
π‘Night Media
π‘Content Creation
π‘YouTube Creators
π‘Sponsorship
π‘Brands
π‘Talent Management Agency
π‘Venture Capital
π‘Influencer
π‘Growth Strategy
π‘Mainstream Media
π‘Revenue
Highlights
Night Media is the largest management agency on the internet, accounting for 30% of YouTube's subscriber base.
Founder Reed Dutcher transitioned from an NFL sports agent to YouTube management, identifying a gap in representation for online creators.
Dude Perfect, with 2 million subscribers, was the first major client for Night Media, marking a significant breakthrough.
Reed Dutcher used his NFL connections to secure sponsorships for YouTube creators when brands were skeptical of the platform.
A successful 3-month partnership with Callaway golf served as proof of concept for Night Media's business model.
Reed moved to Dallas to be closer to Dude Perfect, officially founding Night Media, now rebranded as Night Inc.
Night Media expanded by partnering with creators like Typical Gamer, aiming to grow channels beyond sponsorships.
Mr. Beast, with 1 million subscribers, was a risky but ultimately rewarding investment for Night Media.
Despite skepticism, Mr. Beast's growth to 13.8 million subscribers validated Night Media's approach to creator management.
Night Media's $20 million investment fund, Night Ventures, supports creators interested in starting consumer-facing startups.
In 2022, a $100 million investment allowed Night Media to expand resources, including an in-house studio for content production.
Mr. Beast's ventures, Beast Burger and Feastables, generated hundreds of millions in revenue, showcasing Night Media's impact.
Night Media's influence extends beyond YouTube, helping creators transition into mainstream businesses and media.
The end of Mr. Beast's exclusive contract with Night Inc marks a shift to a non-exclusive ongoing partnership.
Night Inc continues to manage thousands of creators and billions of subscribers, shaping the future of content creation.
Aspiring YouTube creators can access a free boot camp for growing their channels, offered by a Night Media representative.
Transcripts
there's one single company that accounts
for 30% of the entire subscriber base on
YouTube with creators like Mr Beast Ryan
Tran and Kai satat and hundreds more
under their belt night media has quickly
become the largest management Agency on
the internet here's just a short list
right now of some of the creators that
they're confirmed to be managing let's
take a look at how they accomplish this
and how they're taking steps to almost
single-handedly control the future of
YouTube The Story begins in 2014 when
founder Reed Dutcher who was an NFL
sports agent at the time would get
introduced to his younger cousin's
favorite YouTube channel Dude Perfect
after being stuck in the sports industry
for a while he started to realize online
content creation was rapidly outpacing
traditional media but no one on YouTube
was making proper businesses or being
represented at the level that these NFL
athletes or Pro celebrities were there
was a huge opportunity so he spent some
time crafting a kickass email and
reached out to Dude Perfect who at the
time had about 2 million subscribers and
to his surprise he got a response back
in the next 10 minutes to set up a call
but this was a huge shock to have also
quickly he had to immediately figure out
what kind of value he could bring to the
Dude Perfect team and when he started
talking to them the situation became
very clear remember this was 2014 back
then it was impossible for creators on
YouTube to get sponsorships because
Brands didn't really see YouTube as a
serious thing yet but using his
expertise and connections from being an
NFL agent he put his reputation on the
line with absolute confidence for the
boys to guarantee them results and Dude
Perfect decided to give him a shot and
although he had found the big
breakthrough that he was looking for
there was only a limited time to make
this a reality he really had to prove
himself here or it was just all going to
fall apart so he started with the
friends and brands that he had already
worked with and built good relationships
with from his time as an NFL sports
agent and prioritizing the brands that
would be a natural fit for dude
Perfect's content he met with one of his
friends from a company called Callaway
golf and it was tricky because just like
all the others the golf company did not
believe in YouTube at all but Reed
really pulled out all the stops here as
he brought tons of case studies and data
to overwhelmingly prove that dude
Perfect's promotion was going to be a
success and eventually they signed a
starter deal for a 3-month partnership
and with this proof of concept Reed knew
that this was a once in a-lifetime
Opportunity so we dropped absolutely
everything in his life and immediately
moved to Dallas where Dude Perfect was
based out of and so began the founding
of night Media or as it's rebranded to
today night Inc however it wasn't going
to be so simple sure he had gotten one
really good deal and the company had
been founded but dude perfect wouldn't
be able to commit to him just like that
it was only one deal after all so while
his main focus would be working for Dude
Perfect directly in the meantime he
would work to expand and grow Knight on
the side as he built up his proof of
result and success with content creators
and while Dude Perfect wasn't
technically a part of the night roster
just yet Reed was able to use them as a
success story when talking with other
creators and negotiating with more
Brands so in a bid to expand his roster
further he next went to just finding
creators that he already liked watching
and the next one was the streamer known
as Typical Gamer from Justin.tv which
would later rean into the twitch.tv TV
that we all know today and this time
Reed decided to reach out to him with a
much more serious offer to work together
the goal being this time not just to get
a couple sponsorships or a little bit of
a side income but to really partner
together and completely blow up his
channel from dumping months of hard work
into this Creator he was able to hugely
blow up and gain major notoriety in the
content creator Community as a talented
manager and through this he was able to
establish his reputation as a proper
manager rather than just an agent who
would get sponsors for creators and this
more involved Style would allow him to
pick up even more creators in the future
by 2017 Knight had been built into
something quite notable with dozens of
creators ranging from a few hundred
thousand or even multi-millions of
subscribers with a few massive outliers
as well and Dude Perfect would also sign
on as a fully proper client too and then
everything changed once one little guy
that was making videos in North Carolina
found out about them at the time Mr
Beast had only about 1 million
subscribers Mr Beast knew deep within
his soul that he could take things to 10
times the level that they were at but
but there was a problem he needed
funding without proper funding Mr Beast
couldn't realize his content dreams and
over time as they talked more and more
night media would really fall in love
with the way that Mr Beast approached
content and the way his mind worked he
had been making a huge effort to work
with stats data and analytics and was
Hardcore numbers oriented and showed
incredible potential and creativity with
his content plans and strategies however
when talking to their friends and other
agencies about Mr Beast everybody
thought that night media was just
absolutely crazy for even considering
him in the first place I mean how could
someone promise going from 1 million to
10 million subscribers in under a year
and more it was completely unheard of
but with all the data and overwhelming
evidence our founder Reed decided to
take the risk and convinced his managers
and other team members to take on Mr
Beast as a client but that was only
going to be the beginning after all
night media could help Mr Beast but if
he was burning through money that
quickly the risk was immense even if
they could secure him sponsorships the
chances that a Creator who Conta and
centered around giving away as much
money as possible would Crash and Burn
was well over aund times bigger risk
compared to working with someone that
was completely safe like Dude Perfect it
was a huge risk and at the time really
just about nobody agreed with the
direction that Reed was taking the
company but with how intricate and
passionate Mr Beast was being with
YouTube Reed knew that he had to make
this opportunity work no matter what and
they would both begin to enter a
contract together where Knight would
help Mr B secure funding for many
different things and help improve his
content and it quickly became obvious
that a creat like Mr Beast who actively
burnt through as much money as possible
was going to be an amazing asset but
also an extremely dangerous one so in
order to curb the risk night media
decided to look for some outsourced
funding because after all at this time
they were no longer some chump little
organization they had dozens of
multi-million subscribed creators on
their roster and they were already
starting to be a part of the Forefront
of YouTube KN would then begin reaching
out to multiple Capital companies and
investors in order to find people who
would help fund night media but also Mr
Beast who would be their Cornerstone
moving forward but raising funds really
takes a lot of time they needed to get
people on board and test things out and
have a ton of case studies in order to
really show companies how promising it
was going to be so in the meantime Reed
started working with Mr Beast on his
videos for the first video they worked
on together in depth Mr Beast wanted to
make a mythbuster type video where they
would fire a gun at 1,000 magnets to see
if those thousand magnets could stop a
bullet but as you can imagine there was
a lot of concerns with this type of
content advertisers on YouTube just flat
out did not want to sponsor videos where
guns were involved in any way and while
it was true that guns were often used in
mainstream media content the reality was
YouTube was being held to a different
standard and mainstream Creations like
movies often had a much more
professional and regulated environment
for those types of dangerous situations
however Mr Beast insisted that they
posted the video no matter what I mean
after all they had already finished the
video anyway and there was no harm in at
least just posting the video without a
sponsor on it and when Mr Beast posted
the video everyone was absolutely
shocked as it went on to get 57 million
views in just the next 3 days it became
one of the fastest growing videos ever
at the time as I'm sure you know with
all these Brands and companies
everything goes out the window once the
money's involved and this would land
them at the top of the attention list
for Brands and sponsorships moving
forward and this is where things began
to heavily change for night media
through dozens upon dozens of videos
with Mr Beast the views he would rake in
through the night partnership was
absolutely insane and Mr Beast would
actually hit that 10 million subscriber
goal in one year that he said he would
initially when talking to Reed in the
first place and in fact he far surpassed
it hitting 13.8 million subscribers by
the end of the year and knight's massive
Financial Risk as well as the sheer
confidence in Mr Beast as a Creator
landed them in a position to now be
managing the fastest growing Creator on
YouTube along the way night media would
continue to expand their roster and get
their hands on a ton of other creators
so we're also growing at a fast pace
creators like Matt Stony zhc and Ryan
tranne and with this Knight was actively
obtaining the largest creators on the
platform and in 2020 night would also
sign on massive creators like dream
unspeakable and so many more others it's
really such an incredible list and of
course Mr Beast would yet again continue
to grow to new heights as a Creator and
helping take Knight to the next level so
in 2021 the media company would launch a
$20 million investment fund which was
known as night Ventures and the goal was
to focus on YouTubers and creators that
were interested in creating consumer
facing startups which would then also
have access to running promotions from
the talent within night media and this
was going to be absolutely huge for the
creators who wanted to grow their brands
make advertisements and grow their
compan companies they had such a huge
roster of creators in a huge variety of
different niches that the reach that
night media had was unlike anything else
in the industry however the reality was
they were only going to continue getting
even bigger and this is where their
platform takeover really began because
in 2022 night media would receive an
investment of $100 million and using
that they were able to Skyrocket their
Venture Capital fund and provide much
bigger resources within their
Investments including an in-house studio
for producing content this way night was
was leading the space not just as a
talent management agency but also as a
fuel source for creators who were
wanting to create businesses and with
their help Mr Beast founded Beast Berger
as a ghost Kitchen in February 2020 and
Feasta BS in January of 2022 and over
time with just these two businesses
alone they had begun raking in hundreds
of millions of dollars of Revenue every
year and if they could do this with just
even a few more creators it was going to
be an easy job to take things even
further so they did just that with nigh
in creating content for an inside look
into Feasta bles and they also continue
to acquire other talent agencies and
expand their roster and night ink is
only just starting to shape the future
of content creation YouTube has finally
reached a point where its most popular
creators are becoming the new
celebrities and the future of those
content celebrities is expanding into
mainstream businesses and media that
reach much further Beyond than just the
platform itself after all as a popular
influencer you have an outstanding
Advantage when it comes to starting a
new business from day one due to your
existing brand you can set up to sell
literally millions of something even if
it's super saturated like we've seen
with chocolate bars or other snack
companies and due to their brand they
also get a much bigger Advantage when it
comes to their popularity for networking
getting investors hiring and building
really strong teams and as we're seeing
with Mr Beast Ryan Tran and many others
it looks like Knight is helping YouTube
to finally bridge the gap between being
just a popular online platform to one of
the Pinnacles of modern-day culture
recently Mr Beast has somewhat ended his
contract with night Inc actually but
they both left on good terms and
representatives from Knight have said
that they will continue to have an
ongoing partnership with Mr Beast moving
forward just not a fully exclusive one
as Mr Beast and his respective companies
are reportedly pulling about $600
million per year in Revenue right now it
seems that Jimmy maybe just wants to
expand his Partnerships and have more
options to bring on new and more
companies to help him build his future
and today night Inc continues to control
thousands of creators accounting for
quite literally billions of subscribers
and one thing is for sure certain Knight
is pioneering the future of content
creators and as you see YouTubers
pushing for these streamer deals making
their own companies building Brands you
can be certain that night Inc is behind
the scenes orchestrating everything from
the shadows and real quick if you're an
aspiring YouTube Creator interested in
getting some help with growing your
YouTube channel I'm hosting a completely
free YouTuber boot camp this week where
I'll take you through the best
three-step process to go from 0 to
10,000 subscribers within the next 45
days again it's literally free you can
access it at the link in the description
and thanks for watching
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