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Amazon Studios Makes Play for Gen Z Audience with 100 Million Dollar MrBeast Deal

Seeking to broaden its content portfolio beyond prestige titles, Amazon Studios is rumored to be finalizing an agreement for an unscripted competition series with 25-year-old YouTube phenom MrBeast (real name Jimmy Donaldson). With over 233 million YouTube subscribers, Donaldson is the most followed individual creator on the platform.

Known for his stunts, contests, and giveaways, the new show will allow fans to compete in various challenges on a global scale. The series will premiere first on Donaldson’s massively popular YouTube channel before becoming available exclusively via Prime Video.

While full contractual terms have not yet undisclosed, the deal symbolizes Amazon’s push into more mainstream, youth-oriented entertainment fare under studio head Jen Salke. It also provides an opportunity for Amazon to leverage Donaldson’s brand partnerships, which help finance his videos’ extravagant budgets.

The collaboration aligns with Amazon’s recent investments in shoppable video, social content, and influencer marketing as it looks to capture the next generation’s attention, even as youth viewership declines across traditional TV.

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Nii A. Ahene

Nii A. Ahene is the founder and managing director of Net Influencer, a website dedicated to offering insights into the influencer marketing industry. Together with its newsletter, Influencer Weekly, Net Influencer provides news, commentary, and analysis of the events shaping the creator and influencer marketing space. Through interviews with startups, influencers, brands, and platforms, Nii and his team explore how influencer marketing is being effectively used to benefit businesses and personal brands alike.

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