Top YouTubers by Subscriber Count and Revenue in 2017
In 2017, PewDiePie led the platform with over 60 million subscribers, while channels like T-Series, Smosh, and Markiplier consistently ranked among the most popular based on subscriber growth and brand deals. Forbes reported that several creators in this tier earned mid to high seven-figure annual incomes from ad revenue, merchandise, and multi-channel network partnerships Forbes.
Business Insider and similar outlets noted that gaming, commentary, and vlog genres dominated the top rankings, with ad rates varying by niche and audience geography. Platforms like YouTube shared a percentage of ad revenue with creators, and in 2017 many top channels diversified income through Patreon, paid memberships, and licensing deals with media companies Business Insider.
Revenue Models and Platform Economics for Popular Channels
AdSense payouts depended on CPM rates, viewer demographics, and watch time, with channels in the U.S. and Europe typically earning higher effective rates than those in emerging markets. In 2017, YouTube introduced stricter ad-friendly guidelines, which affected monetization eligibility for certain content types and pushed some creators to seek alternative revenue streams YouTube Help.
Brand Deals and Multi-Channel Network Structures
Major MCNs such as Maker Studios, Fullscreen, and Broadband TV signed top creators to multi-year contracts that bundled sponsorship opportunities, production support, and cross-promotion. These deals often guaranteed minimum annual payouts in exchange for a share of sponsorship revenue and rights to repurpose content across other platforms SEC Filings.
Platform Trends and Audience Metrics in 2017
YouTube reported that watch time on the platform grew significantly in 2017, driven by mobile viewing and longer session durations, while the company invested in original series and premium content to compete with traditional broadcasters. Creator earnings became a public topic after several high-profile leaks and interviews revealed the wide range in income based on niche, audience size, and monetization strategy Forbes.
Data from Tubefilter and Social Blade showed that channels combining consistent uploads, strong community engagement, and diversified revenue streams outperformed those relying solely on platform ad revenue. By the end of 2017, the most popular creators had built integrated businesses spanning merchandise lines, licensing, live events, and cross-platform content distribution Social Blade.