Amazon’s New MrBeast Deal Shows Growing Power of Creators in Hollywood

Amazon can’t get enough of Jimmy “MrBeast” Donaldson.

The streamer has renewed his competition series “Beast Games” for two more seasons, undeterred by the controversies surrounding the hit show.

It illuminates the power of YouTube’s biggest star — and the growing influence digital creators are amassing in Hollywood.

The renewal isn’t entirely surprising given the show’s success. “Beast Games” drew 50 million views in 25 days and is Amazon’s most-watched unscripted series of all time.

However, the show was also poorly reviewed by critics and spurred complaints about the filming conditions and injuries. Donaldson is being sued by former contestants as well.

Business Insider previously reported that before “Beast Games” aired, there were worries inside Amazon. The show was meant to kick-start the streamer’s efforts to sell ads on Prime, and some insiders were concerned the controversies could hamper negotiations. The two-season renewal suggests those fears were unfounded.

“Beast Games” was also expensive to make. Amazon paid Donaldson $100 million for season one, according to a pitch deck obtained by BI. But the YouTuber said he went over budget and lost tens of millions of dollars, which came out of his pocket.

The Wall Street Journal reported that Amazon had made at least $100 million in profit on the first season, and that Donaldson asked for more than $150 million for each of the two subsequent installments.

Reps for Donaldson and Amazon didn’t immediately respond to requests for comment.

‘Beast Games’ was a tipping point in Hollywood

Going into business with a creator can be risky, but Amazon’s re-up shows it ultimately paid off.

And in this case, it’s looking like a win for the creator economy at large. “Beast Games” emerged as a tipping point in Hollywood, as streamers and studios subsequently ramped up the search for more influencer-led programming.

That interest is piquing as creators solidify their status as a dominant cultural force and YouTube reigns supreme on TV screens.

Netflix has licensed content from kid-focused YouTube creators like Ms. Rachel. It’s also eyeing video podcasts, as BI exclusively reported, and the company confirmed on its latest earnings call.

Some of Netflix’s talks have been for potential unscripted shows involving creators, with the streamer considering riffs on reality competition giants like “Survivor” and “The Bachelor,” BI previously reported.

Max has also jumped into the creator game, and is currently airing “Paul American,” a reality show starring fraternal YouTube duo Logan and Jake Paul.

Before “Beast Games,” a few past efforts to bridge the gap between Hollywood and the creator economy had faltered. Donaldson himself said he saw “Beast Games” as a bellwether test.

“Creators don’t have a good rep when it comes to doing stuff on streaming platforms,” he said earlier this year on the “Diary of a CEO” podcast. “If I fail, it’s over; no streaming platform is ever going to touch a YouTuber ever again.”

This latest Amazon news suggests Donaldson passed the test with flying colors.