‘If you press this, I’ll pay’: MrBeast, YouTube, and the mobilisation of the audience commodity in the name of charity

Abstract

This paper examines a new form of philanthropic fundraising as pioneered by the YouTuber MrBeast. We argue that MrBeast, by harnessing the advertising revenue sharing model of YouTube’s Partner Program, has created an innovative model of philanthropic giving funded by mobilising what Marxist communication theorists refer to as the ‘audience’ or ‘prosumer commodity’. Through this method, MrBeast has been able to use the algorithmically managed, revenue sharing model of YouTube, and the spectacle of philanthropy, to draw in ever larger audiences and thus create large amounts of advertising and sponsorship revenue to fund philanthropic activities. This revenue in turn funds even larger philanthropic acts in subsequent videos, drawing more audiences and revenue. Unlike previous media-based fundraising, which would ask audience members to contribute their own money or time to a cause, MrBeast positions his audiences as a knowing audience commodity whose viewership funds direct contributions of other people’s money to good causes, merely by watching and being entertained. We assess the implications of this both for current debates around the ‘work’, labour’, and ‘exploitation’ of audience and prosumer commodities, and their monetisation for philanthropic giving.

Things change, things stay the same: MrBeast and novel philanthropy

“…It's also possible to view MrBeast's philanthropy, and the audience watching it, as a form of ethical consumption. As we note elsewhere (Miller & Hogg, 2023), given the focus for viewers is on consumption rather than donations, viewing MrBeast's videos of eyecatching philanthropy is the YouTube equivalent of buying Pro-ductRED Apple or Nike products. So on top of having clear parallels with telethons and acts of spectacular philanthropy, MrBeast's philanthropy also has much in common with the long line of initiatives referred to as 'cause-related marketing' (Hawkins, 2015).…”

Good intent, or just good content? Assessing MrBeast's philanthropy

“…There is, for instance, a strong streak of materialism running throughout MrBeast's work, and conspicuous consumptionoften to the point of deliberately absurd wastefulnessis the central point of many of his challenges and pranks (Miller & Hogg, 2023). How are we to square this with his promotion of the importance of giving, and his attempts to highlight issues of poverty?…”

“…(MrBeast, 2022a). Miller and Hogg (2023), who have given the first detailed analysis of the economics of Beast Philanthropy, put it thus:…”

What is the point of Beast Philanthropy?

“…Vince Miller and Eddy Hogg (Miller & Hogg, 2023) What results is a refusal to offer even the slightest of opinions on the underlying causes of suffering and inequality. Spectacular interventions to temporarily fix problems make for uplifting content, but discussing their causes would prove divisive, along with grimly revealing the difficulties in effecting meaningful long-term change.…”

“…passive way of framing one's civic contribution, but I'm not yet confident it is 'a kind of knowing exploitation of their audience commodity value'(Miller & Hogg, 2023). Yes, viewers-even from a young agerecognise their attention is a commodity that generates revenue.…”