With more than 300 million followers who eagerly anticipate and share his latest buzzy video concepts (e.g., recreation of Squid Games), MrBeast is one of YouTube’s biggest success stories. Having established his abilities on the social media site, Jimmy Donaldson, the person behind the persona, is bringing his viral formula to Amazon’s Prime Video, and shattering streaming records in the process.

The first Beast Gamescontent attracted more than 50 million views in just 25 days, reaching top ranks on the streaming platform in approximately 80 countries. The show’s appeal crosses traditional audience demographics, by creating a spectacle that, literally, the whole family can enjoy. But the real value of acquiring MrBeast goes deeper, and understanding that value provides meaningful insights into Prime Video’s growth strategy and how it differs from the tactics embraced by other streaming platforms.

Amazon maintains an entire e-commerce ecosystem on its owned platform, running the gamut from show production, to streaming, to viewing analytics, to sales of affiliate products. Whereas other service providers are forced to rely on closed-loop metrics, Amazon can generate real-time data about consumer behavior, as well as track the pathways by which viewership translates into purchases of products advertised within MrBeast’s content, such as Feastables food products.

Other streaming services have tried to replicate such data access, often by building partnerships with retailers. For example, Paramount+ has worked with Walmart, and Kroger maintains a relationship with Roku. However, these sharing agreements cannot quite match or substitute for the integrated analytics that Amazon possesses.

Furthermore, for streamers and retailers seeking to reach Gen Alpha consumers, with their novel and dynamic consumption preferences—including an evident preference for content creators over traditional media sources—Amazon offers unique value. Specifically, through its retail operations, it has emerged as one of the first companies to integrate content creators successfully within mainstream entertainment. This achievement was not accidental, nor did it happen overnight. Amazon has long worked to attract young influencers to its platform, recognizing them as the future for both video and retail markets.

By showcasing creators like MrBeast, Amazon increases the content providers’ access to broader (i.e., older) audiences, most of whom would not otherwise have been exposed to the MrBeast brand. Likewise, affiliate merchandising deals, such as those with an upcoming beverage company and mobile gaming brands, help these new companies gain additional customers, both on and off Amazon’s platform.

As new media continue to evolve at an ever increasing pace, creators have been forced seek out ways to diversify their revenue streams, or else risk losing their footing in the industry. In this sense, the partnership represents seemingly the best decision possible, for both MrBeast and Prime Video, to fight stagnation and continue to grow.

Discussion Questions 

1. How else might retailers and streaming services leverage content creators to appeal to Gen Alpha customers?
2. How often do you receive targeted advertisements related to content that you have watched recently? Do they come from an integrated platform, like Amazon, or a new partnership, like Paramount+ and Walmart?

Sources: Kayla Cobb, “MrBeast’s $5 Million Game Show Is a No-Brainer for Amazon—But What Is the YouTuber Getting Out of It?” Yahoo Entertainment, July 12, 2024; Kiri Masters, “Beast Games Isn’t Just a Hit—It’s Amazon’s New Retail Media Weapon,” Forbes, January 21, 2025; Lindsay Dodgson, “MrBeast Reveals Photos of the $14M ‘City’ He Built as Part of His Amazon Reality Show ‘Beast Games’,” Business Insider, December 9, 2024