Half a billion fans, a multi-million dollar personal fortune and a global business empire.
It would take a lot to dethrone YouTube’s biggest influencer Jimmy Donaldson, aka MrBeast.
But a 54-page court document could be his toughest test yet.
Five female contestants on upcoming Prime Video show Beast Games are launching legal action against his production company MrB2024 and Amazon in Los Angeles.
Billed as the largest ever reality competition series, 1,000 contestants are set to compete for a $5m (£3.7m) prize when the show airs – or if it airs. The lawsuit has plunged the show into crisis.
Among many redacted pages, the legal document includes allegations that they “particularly and collectively suffered” in an environment that “systematically fostered a culture of misogyny and sexism”.
It cuts to the core of MrBeast’s image as one of the nicest guys on the internet.
I flicked through the document, which includes suggestions that participants were “underfed and overtired”.
Meals were provided “sporadically and sparsely” which “endangered the health and welfare” of the contestants, it is claimed.
In one section where almost all the claims are redacted from public view, it says the defendants “created, permitted to exist, and fostered a culture and pattern and practice of sexual harassment including in the form of a hostile work environment”.
Back in August, the New York Times spoke to more than a dozen of the (yet unreleased) show’s participants, and reported there were “several hospitalizations” on the set, with one person telling the paper they had gone over 20 hours without being fed.
Contestants also alleged they had not received their medication on time.
The BBC has approached MrBeast and Amazon – he has not yet publicly commented.
So will these latest allegations hurt the king of YouTube’s popularity?
Rising fame and philanthropy
MrBeast is no stranger to controversy this year – and has managed to come out unscathed each time.
In July, the 26-year-old American said he had hired investigators after his former co-host Ava Kris Tyson was accused of grooming a teenager.
Ava denied the allegations, but has apologized for “past behaviour” which was “not acceptable”.
MrBeast said he was “disgusted” by the “serious allegations”.
Later, further allegations about business practices surfaced on an anonymous YouTube channel, claiming to be a former employee. The BBC has not been able to independently verify the claims or this person’s identity.
Some of his philanthropic efforts – such as building wells in Africa, and paying for surgery for people with reduced sight and hearing – have drawn criticisms around exploitation.
“Deaf people like me deserve better than MrBeast’s latest piece of inspiration porn,” one person told the Independent last year.
But his empire continues to grow. The day before the lawsuit emerged on Wednesday, he revealed a team-up with fellow famous faces KSI and Logan Paul – a new food line designed to challenge Lunchables.
And as I wrote in an article about his meteoric rise last year, he has made his millions through hard work.
His videos are big budget experiences, with his most popular – viewed 652 million times – recreating the Netflix hit Squid Game in real life with a $456,000 (£342,000) prize.
Most of his philanthropy is less controversial – including giving away houses, cash and cars – which has worked to create an image of him being one of the internet’s good guys.
According to his website, he has delivered more than 25 million meals to the needy around the world.
People continue to flock to his social channels. In June, he gained enough subscribers to make his YouTube channel the largest in the world.
According to stats-checker Socialblade, MrBeast picked up an extra five million subscribers in the last 30 days alone.
That’s just one metric – we can’t tell how many people unsubscribed from his channel, for example.
What is certain is that the number of people who’ve actively decided to stop watching his videos has been eclipsed by those who’ve decided to subscribe.
The YouTube apology
He wouldn’t be the only YouTuber whose popularity holds through controversy – others have faced far more significant storms than MrBeast, with few facing many consequences outside of a public apology.
Logan Paul faced a massive backlash in 2018 after he uploaded a video to his 15 million subscribers which showed the body of a person who had apparently taken their own life.
After removing the original video, he shared a less than two-minute apology titled simply: “So sorry.”
Now, he has 23 million subscribers, owns an incredibly popular sports drink, and up until August was the WWE United States champion. He’s had quite a few pay-per-view boxing bouts, too.
Other high-profile YouTubers, including Pewdiepie, James Charles, and Jeffree Star have all had their own controversies, and got on with their careers after uploading apology videos.
A more modern example is Herschel “Guy” Beahm, known online as Dr Disrespect, who admitted he sent messages to “an individual minor” in 2017.
He stressed that “nothing illegal happened, no pictures were shared, no crimes were committed” and went offline for two months after posting the statement.
His comeback livestream earlier this month attracted more than three million views, despite criticism from other high-profile streamers.
Dr Disrespect remains the second-most watched streamer in the US this year, according to Streams Charts.
The point is: YouTubers tend to be forgiven quickly.
What next for MrBeast?
While MrBeast’s fanbase has continued growing, controversy is swirling once again – and his next move could determine his long-term success.
James Lunn, chief strategy officer at Savvy Marketing, says the star is “in an incredibly unique position” with a “multi-faceted” brand spanning many industries.
“We are indeed in uncharted waters,” he says, and “a proactive approach, addressing the issues transparently and ensuring accountability, could protect his brand”.
Brand expert Catherine Shuttleworth says the “sheer scale” of MrBeast’s fame may act as a buffer against backlash, but the latest lawsuit could be difficult.
“When it comes to his business ventures, particularly those targeting families and children – like Feastables chocolate bars or Lunchly – it’s a different story,” she says.
“Parents, who often hold the purchasing power, tend to be less tolerant of controversies involving safety, fairness, and ethics.”
Back in August 2023, when writing about MrBeast, I predicted he would soon take the YouTube crown despite him having half as many subscribers then.
He is now facing extra challenges as his fame rises, and a lot of the internet is eagerly awaiting his reply to what is, so far, one side of a complex story.
Source: BBC