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Meet the globetrotting kids making millions on YouTube

They are not even 10-years-old, but these children are millionaires who hop around the world, travel in luxury cars and owe their astounding success to one platform – YouTube.

November 26, 2022 / 02:42 PM IST
Screengrab from a video uploaded on YouTube by 'Vlad and Niki'

Screengrab from a video uploaded on YouTube by 'Vlad and Niki'

They are not even 10-years-old, but these children are millionaires who hop around the world, travel in luxury cars and owe their astounding success to one platform – YouTube. “These kids who came from nowhere have more influence than Mickey Mouse,” Eyal Baumel, a longtime strategist for YouTube personalities, told The Wall Street Journal for a piece on the popularity of YouTube child stars.

The rise of YouTube has allowed people to document everyday details of their lives and put them in the public eye, making millionaires out of ordinary families in the process. It also created a new niche – of young children who review toys, dress up as superheroes, attend swanky birthday parties and rake in millions with lucrative brand deals.

The Wall Street Journal took a look at the lives of four children in particular, who go by Vlad, Niki, Diana and Nastya. The children are stars of three YouTube channels - “Vlad and Niki,” “Like Nastya” and “Kids Diana Show.” Between them, they have over 300 million YouTube subscribers. Their videos typically target pre-schoolers or young schoolgoing children.


These YouTube stars also have lucrative licensing deals with toy companies. Zuru Toys, a China-based company, produced a specialty line of “Vlad and Niki” toys in 2020. Meanwhile, Diana and her family have small figurines based on them that can be purchased at retailers like Walmart.