Nicole Lapin

His videos are actually lost leaders for his consumer goods empire.

And that is where the real money is.

In 2022, Jimmy launched Feastables, a chocolate and snack brand.

By 2024, Feastables was generating over $215 million in revenue.

and it turned its first meaningful profit.

It's now in Walmart, Target, Kroger, and 7-Eleven.

It accounts for roughly half of Beast Industries' total value.

Think about that.

A YouTube channel built a snack brand that now rivals mid-tier legacy consumer goods companies in just a matter of two years?

The trick was the distribution channel that he already owned, his own audience.

Every video is essentially a commercial for his product lines.

but it doesn't feel like one because the videos would exist anyway.

Then there's Beast Games.

In March of 2024, Jimmy signed a reported $100 million deal with Amazon MGM Studios to produce a reality competition show.

A thousand contestants competing for a $5 million prize, the largest cash prize in reality television history.

The goal was to make a sort of real life Squid Games, just without all the violence.

Season one debuted in December of 2024, and it hit 50 million views in just 25 days, making it Prime Video's most watched unscripted show ever.

It was renewed for two more seasons before season one even finished airing.

Season two is out right now, and it is so cuckoo crazy wild, like gigantic floor is lava games crazy.

Here's the lowdown on the Amazon deal, though, because this is where it gets financially very interesting.