YouTube's Dude Perfect business: TikTok, touring, and trick shots - Business Insider
Inside the business of YouTube stars Dude Perfect, who are making an estimated $20 million per year
Dude Perfect member Coby Cotton shared how the group has stayed relevant throughout the years by switching up their style of content.
It's easy to fall into a pattern of creating the exact same content for one platform when you are a digital creator."We have seen a lot of changes throughout that 10 years on YouTube," Coby said. "The biggest advice that I would give to somebody who's considering jumping in, or maybe a young creator right now, is just to enjoy what you are doing and then to also mix it up."Report: China Has Tested A Nuclear Missile That Can Dodge American RadarsOpinion | Finally Understand Kyrsten Sinema in 360 Easy StepsUp to 17 American missionaries reported as kidnapped by gang members in Haiti
To stay relevant online, Dude Perfect continued to mix up both the subject matter of their videos, introducing new series, and by adding additional content to new social-media platforms, like TikTok. "We want to entertain people on whatever platforms they choose to consume that entertainment and TikTok is one of our fastest growing platforms right now," Toney said about the
Dude Perfect TikTok page,which has over 3 million followers. "But we are also going to be focusing on a lot more long-form content."From quick 30-second videos on TikTok, to professionally produced long-form content, introducing these new platforms has allowed the group to transition from YouTube to meet and to entertain a much broader demographic around the world, Toney said. headtopics.com
"We are just always trying to mix it up and keep it fresh, because not only is that fun for us, but we think it's fun for the people who are watching," Coby said.Sign up for Business Insider's influencer newsletter, Influencer Dashboard, to get more stories like this in your inbox.
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How YouTube stars Dude Perfect built a sprawling business that makes an estimated $20 million in yearly income
- Since launching a YouTube channel in 2009, the five friends behind Dude Perfect have become wildly popular online, with over 48 million YouTube subscribers.
- The success of their YouTube channel has helped them land a TV contract with Nickelodeon, and recently, the group has been working on more long-form video projects.
- Dude Perfect's YouTube business generated $20 million in a single year, according to Forbes' most recent report on the top-earning YouTubers.
- Business Insider spoke to Dude Perfect member Coby Cotton and Jeff Toney, Dude Perfect's chief business officer, about switching up their style of content throughout the years and how this strategy has helped them stay relevant.
- Click here for more BI Prime stories.
In 2009, five former college roommates decided they would start a YouTube channel and film themselves doing various trick shots and stunts in their backyard.
Now nearly 11 years later, these viral dunks and challenges have brought these friends – known collectively as Dude Perfect – into viral internet stardom.
Dude Perfect is composed of five members, Coby and Cory Cotton, Garret Hilbert, Cody Jones, and Tyler Toney, who are the faces behind viral videos like "Bowling Trick Shots" (94.5 million views) and "Bubble Wrap Battle," (90.7 million views). Their YouTube channel has amassed 49 million subscribers and their brand has grown into a larger sports entertainment group.
Dude Perfect's YouTube business generated $20 million in a single year, according to Forbes, which puts them in the No. 2 spot on its most recent report on the top-earning YouTubers – right behind 8-year-old YouTube star Ryan Kaji.
Their popular YouTube videos have helped them land a TV contract for a show that airs on Nickelodeon, develop a merchandise line, tour around the United States, and develop longer-form projects. Recently, the group has been working on a long-form video project with the sports and entertainment company Whistle, and entertainment company E1 Entertainment, titled, "Dude Perfect Trick Shots: Untold Stories," which takes followers behind 10 of their favorite trick shots.
"One of the biggest requests that we have from our fans is that they always want to know what goes into making the trick shots," said Jeff Toney, Dude Perfect's chief business officer. "Obviously over ten years we've made some pretty crazy ones, and you know you got to raise the bar every time you do one or do something a little more unexpected."
Business Insider spoke to Dude Perfect member Coby Cotton, and Toney, about switching up their style of content throughout the years and how this strategy has helped them stay relevant.
Switching up the style of content and showing off their personalities
The Dude Perfect YouTube channel has evolved over the years from trick shot videos – which is what helped them get their start – to incorporating more of their other passions, like challenge videos, sports, and comedy.
Dude Perfect has collaborated with a number of athletes and celebrities, like actor Paul Rudd, the NFL team the Seattle Seahawks, and tennis star Serena Williams.
Recently, the group has been focused on producing more projects where they are able to show off their personalities, and give fans access to behind-the-scenes shots.
Dude Perfect has expanded their YouTube content by launching a variety show in 2018 called "Overtime" and a series, titled "Bucket List," where the members challenge themselves to do things they have always dream of.
Off-platform projects, branded merchandise, and touring have all proven to be lucrative sources of income for many digital creators — including Dude Perfect — and a way for influencers to diversify their revenue streams outside of sponsorships and direct revenue earned off YouTube.
Cross-platform reach can also help a creator sustain a long-lasting career and build out their revenue streams across major platforms like YouTube, Instagram, podcasting, and traditional media.
'TikTok is one of our fastest growing platforms right now'
It's easy to fall into a pattern of creating the exact same content for one platform when you are a digital creator.
"We have seen a lot of changes throughout that 10 years on YouTube," Coby said. "The biggest advice that I would give to somebody who's considering jumping in, or maybe a young creator right now, is just to enjoy what you are doing and then to also mix it up."
To stay relevant online, Dude Perfect continued to mix up both the subject matter of their videos, introducing new series, and by adding additional content to new social-media platforms, like TikTok.
"We want to entertain people on whatever platforms they choose to consume that entertainment and TikTok is one of our fastest growing platforms right now," Toney said about the Dude Perfect TikTok page, which has over 3 million followers. "But we are also going to be focusing on a lot more long-form content."
From quick 30-second videos on TikTok, to professionally produced long-form content, introducing these new platforms has allowed the group to transition from YouTube to meet and to entertain a much broader demographic around the world, Toney said.
"We are just always trying to mix it up and keep it fresh, because not only is that fun for us, but we think it's fun for the people who are watching," Coby said.
Sign up for Business Insider's influencer newsletter, Influencer Dashboard, to get more stories like this in your inbox.
For more on the business of influencers, according to YouTube and Instagram stars, check out these Business Insider Prime posts:
Average views per video
Average likes per video
Average comments per video
Date Followers Following Posts Oct 12 Tue 14,300,000 - 10 - 208 - Oct 11 Mon 14,300,000 - 10 - 208 - Oct 10 Sun 14,300,000 - 10 - 208 - Oct 09 Sat 14,300,000 - 10 - 208 - Oct 08 Fri 14,300,000 - 10 - 208 - Oct 07 Thu 14,300,000 - 10 -1 208 +1 Oct 05 Tue 14,300,000 +100,000 11 - 207 - Oct 02 Sat 14,200,000 - 11 - 207 -
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15,000,000 Followers: estimated to reach goal at Dec. 26, 2021.
170,000,000 Likes: estimated to reach goal at Nov. 26, 2021.
When Followers Likes Now 14,300,000 165,200,000 1 week 14,370,000 166,040,000 1 month 14,610,000 168,920,000 3 months 15,230,000 176,360,000 6 months 16,160,000 187,520,000 1 year 17,950,000 209,000,000 1.5 years 19,775,000 230,900,000 2 years 21,600,000 252,800,000
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What happened to Garrett Hilbert from Dude Perfect? Death hoax debunked
An internet rumour recently claimed Dude Perfect’s Garrett Hilbert had died. Thankfully, this was a hoax and he’s fine. So, what happened to Garrett from Dude Perfect?
Who is Garrett Hilbert?
Garrett Hilbert is one of the members of immensely popular YouTube group Dude Perfect.
The group has 56.7 million subscribers on YouTube. It is the most subscribed sports channel on the platform and 18th most subscribed overall.
Dude Perfect’s members – Cody Jones,Tyler Toney, twins Cory and Coby Cotton, and Garrett Hilbert – all met at Texas A&M as roommates.
They perform countless stunts, trick-shots and zany challenges on the channel, all with a serious degree of difficulty.
What happened to Garrett from Dude Perfect?
Recently, fans wondered what happened to Garrett Hilbert as worrying rumours emerged online.
Rumours appeared to circulate from a fake Sky News Facebook account.
It claimed Garrett Hilbert had been “killed in a fatal car accident” on 4 September.
Fans grew increasingly worried as none of the other members of Dude Perfect posted an update on Garrett’s condition.
Thankfully, Garett Hilbert is alive and well, and the rumour was just a malicious hoax.
He has been active on social media in recent days
Hillbert made a comment on his Instagram days after his alleged ‘death’.
On 12 September he commented on a post he shared in April saying: “All good here!
“The Aggies football team gave me a pretty good scare last night though! Hope to see y’all on tour!”
On 15 September, Dude Perfect’s official TikTok account uploaded a video with Hilbert in it.
The video shows the fake news article before cutting to Hilbert drinking a cup of coffee and mouthing the word “no”.
Fans will be glad to know Dude Perfect are going on a nationwide tour starting from 23 September in Orlando.
Dude Perfect said in a statement: “We’re so pumped to get back out on the road and travel around the country to see our fans LIVE in their city!
“Our 2019 tour was a massive success and we’ve been working hard to create a ton of new content and surprises for our fans this year. We can’t wait to bring the energy and see everyone in person!”
Dude perfect tiktok
Not even 10 years ago, Netflix prided itself on disrupting the long-standing power structure and distribution model of Hollywood. As an original content provider, it challenged the traditional norms of the entertainment industry with its online delivery, binge release model, aggressive spending and ambitious expansion plans. None of it strategies or practices followed the standards that traditional legacy film and television studios adhered to.
Today, the market-leading streaming service with more than 200 million global subscribers is a deeply intrenched incumbent power. No longer the callow upstart looking to make a name for itself, Netflix is the go-to example amid a crowded streaming industry. It is the crafty veteran in a battlefield of powerful embryonic streaming warriors. It is firmly perched within the Hollywood hierarchy it once meant to upend.
That leaves room for new challengers to arise, disrupt, innovate, and relaunch the cycle of entertainment development once more. The emerging trend most primed to take on that mantle sees consumer behavior driven by short-form content and leading to longer-term engagement. More generally, it’s the ability of creators to build value outside of traditional entertainment development platforms.
“While it’s true that we are seeing a rise in how short-form content is causing longer-term engagement, it would be missing the point to focus on the length of the content as the change,” Frank Patterson, CEO of production studio Trilith Studios, which has worked closely with Marvel Studios since 2014, told Observer. “The actual change is that creators are beginning to build their own ‘brands’—instead of simply producing user-generated content or shows—by using short-form content on free, low-barrier technologies like YouTube and TikTok to directly access and build audiences.”
What we’re seeing is new talent emerge on free platforms that exist outside of the traditional Hollywood habitat (i.e. mainstream film and television). Once successful, these talents then leverage their audience to extend their brand through an entire ecosystem of longer-form content, Patterson explains. This includes licensed merchandise, consumer products, publishing, games, and more. It creates a multi-pronged revenue-generating brand which was traditionally reserved for marquee on-screen IP like a Marvel or Star Wars.
These are the types of behaviors that will directly impact the entertainment industry’s growth, particularly for Gen Z and younger demographics, and the way content makers will create value for audiences and shareholders alike over the next decade.
One current example of this new trend that Patterson points to is CoComelon, owned by Moonbug Entertainment. It’s a children’s brand built on 3D animation shorts and a YouTube channel. According to data firm Parrot Analytics, CoComelon—which is also now available via Netflix and a premium Hulu subscription—is 18.91 times more in-demand than the average show worldwide over the last 60 days. This is after becoming the second most-subscribed YouTube channel in the world (108 million) and the most-subscribed YouTube channel in the U.S.
The fact that Netflix licensed CoComelon following a lengthy run when it was available worldwide for free is indicative of its brand power. As Netflix’s scripted licensed library shrinks thanks to major studios reclaiming series such as Friends and The Office, the streamer is motivated to identify proven IP that retains audience engagement. Moonbug has since introduced a toy line based on CoComelon characters and a feature-length film. Patterson expects educational games, publishing, and live shows to follow.
“These content creators are building an impressive brand with multiple revenue streams outside of the traditional system,” he said. “They’ve built measurable brand affinity among their audiences and consumers and are now extending their brand in a variety of CoComelon IP. And it all began with free, short content on YouTube.”
Dude Perfect is another example Patterson points to that falls into this new method of development and success. The difference from CoComelon is that it’s user-generated content aimed at an older audience. Five college roommates making comedic sports-themed short-form content on YouTube that quickly connected with young adult males. Today, they have a huge audience (55.7 million subscribers) and a brand that generates multiple revenue streams from the licensing of merchandise and consumer products, a television series, a gaming app, a documentary, and book publishing. Prior to COVID, there were even plans for a live traveling show. As of September 2020, the channel was the second most-subscribed sports channel on YouTube, and the fifteenth most-subscribed channel overall. Dude Perfect has collected more than 12.7 billion views on YouTube over its lifetime.
Social media has also proven to be fertile ground for talents and content creators to cross over into mainstream Hollywood ecosystems if they so choose. Filmmaker and comedian Bo Burnham was a YouTube sensation in the mid-aughts before striking out to more traditional stardom over the last decade. Awkwafina began her creative journey as an online parody rapper and is now an actress, writer, and producer. In 2019, ViacomCBS’ Nickelodeon struck a consumer products deal with digital-first kids content studio pocket.watch for then 7-year-old YouTube sensation Ryan of Ryan ToysReview. This came after Nickelodeon renewed his Ryan’s Mystery Playdate series for a second season. Sarah Cooper went viral during the pandemic for her Donald Trump impersonations on TikTok and now has a Netflix comedy special and a CBS show under her belt.
“This kind of control by content makers is new, and the potential growth for savvy media entrepreneurs is enormous,” Patterson said.
The broadcast system that dominated television for decades provided little opportunity for content makers. They needed to fit within the narrow parameters of broadcast standards and the only way to monetize their content was through deals with the respective networks. Sponsor and advertiser dollars served as funding sources, creating a limited window of “acceptable” programming and creative vision. And while content creators occasionally scored royalties on top of salary, they rarely were compensated for the direct sale of consumer products, games, or publishing connected to their content. Such a system did not allow something like CoComelon to reach the mainstream nor regular high-end compensation for its creators. Now producers have the ability to control every aspect of their content from development, execution, and delivery while reaping 100% of the benefits in many instances.
Digital platforms were once viewed solely as marketing platforms for traditional entertainment with online trailer releases, fan communities, and viral promotional campaigns. But in the present day, outlets such as YouTube and TikTok offer one-click “freemium” access to content when and how consumers choose to view it. It’s then leading to a longer-tail of engagement, particularly among younger audiences who prefer short-form content to traditional TV shows and films. YouTube (150 million) and TikTok (450 million) are among the most-engaged platforms in terms of daily active users.
“Only now, with the new digital first model, audience-building doesn’t have to come from licensed deals inside closed systems—it’s the other way around. Licenses come from audiences built in open systems,” Patterson said. “The model is simple: use digital to build an audience, then leverage your audience to build a multi-vertical media brand through licensed deals, etc. which enable you to extend your brand globally.”
Disney has Marvel and Star Wars, WarnerMedia has Game of Thrones, Harry Potter and DC, Universal has Jurassic World and the Fast & Furious. But eventually, the major IP of today will fade in value. If that day ever comes, homegrown digital brands will be eager to fill the void.
Movie Math is an armchair analysis of Hollywood’s strategies for big new releases.
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