MrBeast has been embroiled in controversy recently, which begs the question: Could the world's most popular YouTuber be canceled? Newsweek spoke to various PR crisis experts to find the answer.
The 26-year-old Mr.Beast (whose real name is Jimmy Donaldson) holds the record for being the most-subscribed person on YouTube, with 311 million followers as of this writing. According to Forbes, in 2022 he was making $54 million per year, mostly from advertising on his YouTube videos. He is also known for giving back to his followers, frequently uploading charity videos.
Many of Mr.Beast's videos feature viral stunts, challenges and big giveaways, costing millions of dollars to produce. One of his most popular and most expensive to produce is a realistic re-enactment of the hit Netflix show “The Squid Game,” which has garnered over 647 million views on YouTube and cost $3.5 million to produce.
Mr. Beast arrives at Nickelodeon's 2023 Kids' Choice Awards at the Microsoft Theater in Los Angeles, California on March 4, 2023. Newsweek spoke to a variety of experts to gauge whether the YouTuber can weather the backlash he's facing. Read More Steve Granitz/FilmMagic
The YouTuber has been praised online for his generosity and the quality of the content he produces, but in recent weeks he has been called a “scam artist” by some for staging his content and accused of knowingly employing a registered sex offender.
Newsweek sent an email to a Mr.Beast spokesperson on Tuesday seeking comment.
Use of inappropriate language
Mr. Beast has apologized after a video of him making racist and homophobic remarks resurfaced online. He confirmed the existence of the video in a statement provided to Variety through a representative.
“As a teenager, Jimmy behaved like many other kids and used inappropriate language in an attempt to be funny,” his representative said.
“He has apologized repeatedly over the years and has learned that with growing influence comes increased responsibility to be more aware and sensitive to the power of words. Although he made bad jokes and other mistakes as a younger man, as an adult he is committed to engaging with the Mr.Beast community and together we are focused on making a positive impact on the world.”
Regarding claims
A person claiming to have worked for Mr.Beast has accused the social media star of having prior knowledge of allegations made against his frequent collaborator Ava Chris Tyson.
Tyson, who appeared regularly on the hugely popular Mr.Beast channel, has recently faced intense scrutiny over his interactions with someone using the social media handle “LavaGS,” which he started when he was 13 and Tyson was 20.
The controversy arose when a video was shared on YouTube in June that analyzed the pair's public online interactions, which included nude images, references to sex, anime porn, and hentai. The posts in question were removed on July 24, according to NBC News.
“Over the past few days I have been made aware of serious allegations regarding Eva Tyson's online behavior. I am disgusted and stand against such unacceptable behavior,” MrBeast wrote on X (formerly Twitter).
“In the meantime, I have been focused on conducting a thorough investigation and hiring an independent third party to ensure I have all the facts. That said, I have received ample information online and have taken immediate action to remove Ava from the company, my channel, and any affiliation with MrBeast. I do not condone or support inappropriate behavior.”
“I will allow the independent investigators the time they need to conduct a comprehensive investigation and will take further action based on their findings.”
Over the past few days, I have learned of serious allegations regarding Ava Tyson's online behavior and am disgusted by and opposed such unacceptable behavior.
In the meantime, I have been focused on hiring an independent third party to conduct a thorough investigation…
— MrBeast (@MrBeast) July 25, 2024
However, a video previously posted to Reddit by a user who identified himself simply as “Dawson” claimed that Mr.Beast had prior knowledge of the situation. In another post, the person said he had provided proof to Reddit moderators that he was employed by Mr.Beast. “Dawson” did not provide any evidence to support his claim that he has ever worked for Mr.Beast or the “evidence” he claimed to have provided to Reddit.
Newsweek has reached out to a representative for Mr.Beast via email and to Tyson via X for comment.
In his post to Mr. X, Tyson denied the allegations and apologized if his past actions or words “hurt or offended anyone.”
These aren't the only worrying allegations: Another former employee, who goes by the username DogPack404 on YouTube, accused MrBeast of hosting “illegal lotteries” and staging content, while another accused the company of knowingly hiring registered sex offenders.
In a video on the platform, DogPack404 interviewed former MrBeast employee Jake Weddle, who claims that MrBeast knowingly hired registered sex offenders in the past.
“Well, you had all sorts of people working there, including known sex offenders, people who were registered, people who had been convicted of sex offenses who were on the registry,” he said.
Weddle claims that Mister Beast knew about the man's history of “doing bad things with minors” and made him wear a mask in front of cameras to hide the fact that he worked there.
Weddle said “Delaware” was a name used for the person internally and that the person is no longer employed by the company. Former MisterBeast employee Jake Franklin has responded to people online trying to identify the person by claiming that the person is his brother-in-law.
“Yes, Delaware is my brother-in-law. Yes, he is an RSO. When he was 21, a 16 year old girl accused him, who was 11 at the time, and others of SA. Delaware accepted a plea deal so he didn't face any jail time but he did have to register,” Franklin's post reads in part.
“He was hired before me, and in fact I was hired by Mr.Beast because of him. Before he was hired, Delaware sat down with Jimmy and Sue (Jimmy's mother) and explained everything to them, so Jimmy knew. However, this incident happened in 2010 and Delaware was hired in 2017 or 2018. Delaware was also fired from the company before me.”
“Delaware was supposed to be a backstage manager, but was asked to step in for some of the videos because they needed help. He was reluctant due to the severity of the charges, especially in the straitjacket video, and wore a mask.”
Franklin maintained that the charges against his brother-in-law are scheduled to be dropped later this year. He called Delaware a “good guy” and said he understands why the allegations are upsetting and frustrating for everyone, but that the family believes they did nothing wrong.
Here is the truth.
Yes, Delaware is my stepbrother. Yes, he is an RSO. When he was 21, a 16 year old girl accused him and another person, who was 11 at the time, of SA. Delaware accepted a plea deal, so he didn't have to serve any jail time, but he was required to register.
His nickname is not Delaware…
— Jake Franklin (@jake_theviking) August 8, 2024
Disliked videos and loss of followers
MrBeast has not mentioned the various allegations in any of his YouTube videos, and on August 17, he uploaded a video called “7 Days Stranded In A Cave.” At the time of writing, the video has 3.3 million likes and 1.5 million dislikes. YouTube has removed the ability to see dislikes on videos, but users can still view dislikes with certain internet extensions.
This is a much lower ratio than what MrBeast is used to. By comparison, his video “7 Days Stranded At Sea,” uploaded on August 5, 2023, has 7.5 million likes and 89,000 dislikes.
MrBeast's follower numbers have also fallen, according to social media analytics tracker SocialBlade: His YouTube channel gained 6 million followers in the past 30 days, but his follower numbers fell 66.7 percent in the same period, according to the website.
Views of his videos have also fallen in the last month: at the time of writing, it stands at a staggering 2.038 billion views, which is 6.1 percent lower than usual.
Expert opinion
People like Mr.Beast operate in a space where praise and scrutiny go hand in hand, according to Thomas Mustac, senior public relations director at Otter PR. Though Mr.Beast has faced various controversies and obstacles, Mustac believes the YouTuber's brand has proven resilient.
“Although subscriber growth has slowed, it shows that his loyal fanbase remains active,” he said.
“That said, the growing number of dislikes and negative attention could be a sign that reputational issues are beginning to arise if not addressed effectively. As someone versed in crisis management, how MrBeast responds to this situation will be key. Being transparent, addressing concerns directly, and making changes to their content and behavior will likely help minimize the damage. Conversely, leaving these issues unaddressed or mishandling them could amplify the impact.”
“Given Mr. Beast's influence, it is likely that the criticism this time will subside as it has in the past. However, each scenario is unique. The cumulative impact of repeated controversies could gradually weaken his brand if not handled carefully. Steps taken now could reverse this trend and strengthen the bond between him and his audience, leading to a more positive and hopeful future for Mr. Beast.”
Contresia T. Tharp, chief storyteller and strategist at Favorn Creative, told Newsweek that while Mr.Beast is currently facing challenges, it doesn't mean his empire will fall apart.
She explained that while followers may react by leaving unimpressed comments, disliking his videos or unfollowing the internet star, the reputation for generosity he has built up is not going to disappear easily.
“Let's be clear: he's built his brand on integrity and community service,” Tharp said. “That kind of goodwill doesn't disappear overnight. But he can't afford to stay silent or hope this passes. He needs to stand up, confront these issues directly, and remind people why they supported him all this time.”
“To truly turn this around, MrBeast must be transparent about the current situation – not run away or downplay it. The accusations of faking videos and abusing people strike at the very core of his brand. He should distance himself from legal action that could tarnish his image and focus on a strategy that aligns with his values.”
“By placing greater emphasis on the integrity and philanthropy that has underpinned his popularity, he can begin to rebuild trust — not just as a matter of damage control, but also to reconnect with his audience and prove that he is still the person they believed he was all along.”
Stephanie Alston, president of BGG Enterprises, agreed that MrBeast needs to prioritize transparency and accountability to turn things around, but she said that while YouTubers may seem “invincible,” even the most influential creators can be affected by ongoing negative press and public scrutiny.
Alston explained that while the backlash and bad press MrBeast has received may not immediately cripple his platform, it could erode trust over time.
“Public opinion matters for a big name like Mr Beast because his brand is built on friendliness and generosity. If the public perceives a disconnect between his actions and the image he has created, that could be damaging,” she said.
Alston also encouraged YouTubers to distance themselves, adding that “even for big-name creators like MrBeast, maintaining integrity and responding to criticism is important to their continued success.”
MrBeast Orders Company Evaluation
It emerged this month that MrBeast had ordered a business-wide evaluation to “foster a better internal culture”.
He also hired the law firm Quinn Emanuel Urquhart & Sullivan to investigate “allegations of inappropriate behavior by individuals within the company,” according to a confidential memo sent to MrBeast employees and obtained by The Associated Press.
“As your leader, I accept responsibility and will continue to refine and evolve my leadership style,” MrBeast wrote, “and I recognize the need to create a culture where all employees feel safe and empowered to do their best work.”
