Among the media companies with the most popular channels on YouTube are Universal Music Group, CBS, Showtime, and the National Basketball Association. Mixed in with those big names are a pair that you’ve probably never heard of: Mondo Media (currently the sixth most-viewed channel) and Smosh (No. 13).
Both are examples of a growing number of independent content producers that have built sizable audiences on the Google-owned video behemoth. These mostly born-on-the-Web players say that after a slow start, YouTube has become a far more collaborative distribution partner and is quietly becoming a consistent revenue generator…
Similarly, Smosh—which features a pair of 21-year-old guys who produce sophomoric comedy sketch videos—has noticed a shift at YouTube. “They have evolved,” said Barry Blumberg, general manager of Smosh. “Now we have an actual person [dedicated to our account]. They are better organized, and they call us with ad opportunities.”
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