MrBeast is known for extravagant giveaways, spending jaw-dropping figures to give away Teslas and even a Lamborghini in his YouTube videos. But the new CEO of his company, Beast Industries, is giving the practice a fresh look.
MrBeast previously paid retail prices for many products, including beverages, gym equipment, and dozens of Teslas. Under its new CEO, Jeffrey Housenbold, Beast Industries is seeking to get the products featured in videos for free or better, figuring lots of brands will gladly do so to appear alongside the world’s most famous YouTuber. The effort is being aided by an eight-person brand partnership team.
“My goal is to make everything we do profitable,” Housenbold told Business Insider in an interview.
Housenbold, who joined Beast Industries in May 2024 and became CEO in September, has been taking a broad look at Beast Industries’ finances. The company has also renegotiated ad contracts, increased ad rates, and sought to use AI to reduce costs where it can, a person familiar with the business said.
MrBeast built his online fame around his lavish videos that often blend spectacle and philanthropy. And he’s known to drop big chunks of cash to realize his creative vision.
“I lost tens of millions of dollars on that show,” he said on a podcast this year of his Amazon competition show, “Beast Games.”
The approach has helped make him the No. 1 star on YouTube, but it’s come at a high cost. Beast Industries lost money last year in large part due to massive spending on media, according to a leaked fundraising deck from early 2025 viewed by Business Insider.
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Now that MrBeast has raised money from investors and has grown the company considerably, he’s adopting some more traditional business practices. The deck projected that these changes and other factors would make Beast Industries profitable this year. It’s unclear whether those estimates have changed since the deck’s creation.
The challenge for Housenbold and Team Beast is getting to profitability without killing the magic of MrBeast’s videos.
Read more about MrBeast’s overhaul of Beast Industries in our full deep dive
