By Ryan Tuchow, Sadhana Bharanidharan, Cole Watson

From toddlers to teens, the next generation of kids is finding their favorite creators on YouTube—long before the mainstream catches on. In this special report, Kidscreen highlights a fresh wave of emerging content creators who are catching fire—and might just be the next Ms. Rachel or MrBeast.

We explore what makes them stand out, their unique approaches to connecting with their audience, and the business opportunities waiting in the wings. Media strategist Jo Redfern then offers her expert insight on each creator’s potential trajectory—and why brands should be paying attention.

1) Mark Rober

Total subscribers: 71.6 million
Total views: 14.7 billion
Launched: 2011
Genres: STEM, DIY, pranks
Target age: kids/teens

A former NASA engineer armed with a background in tech and product design, Mark Rober is feeding his young fans’ appetite for problem-solving content with DIY projects and fun experiment videos that put his skills on full display.

Rober’s content is especially engaging because he has the ability to simplify complex subjects so his all-ages audience can easily follow along. His catalogue of more than 225 videos varies greatly, ranging from developing glitter bombs and scaring porch pirates, to turning his backyard into an obstacle course for squirrels and building a roller coaster in his lab. Rober also frequently collaborates with other creators and celebrities, including MrBeast, Dude Perfect, Jimmy Kimmel and Bill Gates.

Outside of his presence on YouTube, Rober has expanded into buildable toy kits with the launch last year of his CrunchLabs subscription box service. This STEM toy venture has become a key business focus, and Rober inked a deal with Moose Toys in May to co-develop a new CrunchLabs-branded consumer products range to launch at retail next year. But content is still a core component of this banner—in August, Netflix ordered a new kid-friendly competition series that Rober will host and executive produce.

Jo Redfern: “Mark Rober is a superstar creator who’s making engineering cool, while counting MrBeast among his friends. Mixing big-budget spectacle with genuine science, his content represents YouTube edutainment excellence. With 14.2 billion views, he has the most-followed tech channel, featuring high-profile brand partnerships, subscription box toys and a Roblox experience. This is science content creation for the YouTube generation: commercial and platform-native, yet also educational.

2) The Anazala Family 

Total subscribers: 10.9 million
Total views: 2.3 billion
Launched: 2021
Genres: vlogs, challenges
Target age: tweens/teens

The LA-based family of four at the heart of this popular channel regularly creates chaotic situations for themselves to navigate, from being stranded on the side of a mountain, to transforming their house into a water park, to giving US$1,000 to each of the kids to see how they spend it.

However, parents Asala Maleh and Anas Marwah also enjoy capturing the simpler moments in life on video, such as taking their daughter to her first dentist appointment, planning a surprise birthday party, and seeing their son off on his first day of school.

While their core YouTube channel only has around 10.9 million subscribers, that number quickly expands to more than 40 million fans worldwide when all of their social media accounts are factored in. And the creators leverage these platforms by repurposing their 200-plus videos into shorts and compilations that rack up millions of views online.

The Anazala Family channel currently holds a Guinness World Record for generating the most views ever with a gender-reveal party video in 24 hours on YouTube. (This record-breaking title for the gender reveal of their youngest child, Noah, racked up more than 9.8 million views.) In addition, Maleh wrote a children’s picture book called Noah’s Brave Night, in which her son learns that nighttime isn’t so scary after all.

Jo Redfern: “The Anazala Family channel is family-focused; presents an idealized, wholesome image; and has high—often lavish—production values. This has earned them billions of views and a place among the most popular family creator groups on YouTube. One concern I have is that the de facto commercialization of kids on these family channels has drawn criticism in some quarters. To be honest, I’m not sure how I feel about it, either.”

3) Salish

Total subscribers: 3.2 million
Total views: 113.8 million
Launched: 2023
Genres: vlogging challenges, beauty
Target age: tweens/teens

This 15-year-old influencer started out on her photographer/YouTuber father Jordan Matter’s channel (32 million subscribers) before launching her own nearly two years ago. Despite uploading just 14 videos so far, she’s averaging upwards of eight million views per post, and recently took home a Nickelodeon Kids’ Choice award in the Favorite Female Creator category.

While Jordan’s channel follows a regular release schedule—bringing a MrBeast-like energy to pranks, skits and viral challenges—Salish has taken a slower, more curated approach. She’s exploring similar formats, but also leaning into GRWM (get ready with me) and beauty-related content. And she has robust Instagram and TikTok accounts, where she currently posts more content and has more than seven million followers combined.

According to KidSay, Salish’s videos perform best with the eight- to 15-year-old crowd—a broad demo with strong potential for franchise extensions. She currently ranks second in popularity among girls ages eight to 11, the youth research firm reports.

Jo Redfern: “Salish Matter is building her own name and channel separate from her father, featuring gymnastics, dance, family and challenge content. At only 15, she is cementing her fandom by replicating the formula that brought other members of the Matter family to prominence, but adding her own personality. On her personal channel, she often collabs with other teen creators like Nidal Wonder and Sydney Morgan. You can expect to see a lot more of Salish Matter.”

4) Lively Lewis Show

Total subscribers: 6.4 million
Total views: 5.1 billion
Launched: 2020
Genres: roleplay, comedy
Target age: preschool

The Lewises upload a wide variety of content, from costume try-ons to mermaid transformations, and their playful family antics have attracted a massive following. In fact, one standout video from 2021 called “Ivy Turns Into a Mermaid!!!” has racked up more than 50 million views.

Lively Lewis Show videos are now also available on Kidoodle.TV and Prime Video, and the family has even discussed a potential animated series that would give their adventures a new dimension. Plus there’s a companion podcast called Lively Lewis Stories available on Apple Podcasts and Spotify.

In May, the Lewises dipped their toe into animation with “Ivy Made a REAL Cupcake Unicorn!,” created in collaboration with Cartoon Conrad. And the family also runs an e-commerce shop that sells apparel, stationery and plush.

Jo Redfern: “Lively Lewis Show is a YouTube family channel featuring siblings Levi and Ivy, and their parents Eric and Alexa. Using a mixture of live action and animation, they create bright, family-friendly content aimed at four- to eight-year-olds and focusing on imaginative storytelling, positive life lessons and roleplay. Their vast content footprint—including multiple channels and a podcast—is designed to emphasize kindness, inclusivity and gratitude. There appears to be a strong commercial strategy underpinning the IP, too.”

5.) Danny Go!

Total subscribers: 3.9 million
Total views: 4 billion
Launched: 2019
Genres: dance games, musical entertainment
Target age: three to seven

With an arsenal of earworms and silliness, creator Daniel Coleman is on a mission to get preschoolers moving and learning.

His hit YouTube channel Danny Go! features catchy, easy-to-follow songs and choreography that rival the latest Billboard Hot 100 tracks. Coleman and his pals encourage kids to get off the couch with high-energy routines that range from interactive games to groove-infused math lessons.

Platforms like Kidoodle.TV and HappyKids have already picked up the show, and the music alone attracts more than half a million monthly listeners on Spotify. That demand has helped the brand expand into live shows, including a US tour this past summer.

Beyond a killer music catalogue, the channel also has strong potential for consumer products expansion that leans into its lively cast of characters—including an adorable scientist-in-training named Bearhead—and its vibrant and toyetic settings, such as the high-tech flamingo island featured in one of its most popular videos.

Jo Redfern: “Packed with great-quality content blending animation and music, these well-crafted videos punch above their weight for views. With only 124 videos amassing more than three billion views, content quality is no doubt a key reason for their success. High-energy, gamified videos are fun without being annoying, and educational without being didactic. Positive viewership growth and touring suggests they’re scaling for commercial success. Should The Wiggles worry? Maybe. ”

6.) Kid Crew

Total subscribers: 1.3 million
Total views: 873.7 million
Launched: 2022
Genres: pretend play, construction, nature
Target age: preschool

Outdoor play is at the heart of Kid Crew, which focuses on the wholesome adventures of an anonymous young family. This channel has been gaining strong traction among parents, largely through word-of-mouth, thanks to its gentle pace and quirky narration. While it’s still relatively new compared to other picks on our list, Kid Crew’s steady viewership growth and whimsical tone have put it firmly on Kidscreen‘s radar.

A typical episode presents a pretend challenge for the family to solve through farm work, toy tractor driving, gardening, animal care or home improvement projects. These challenges are always heartwarming—ranging from moving a fallen tree to clear a bunny’s path through the forest, to searching for the family’s hens because mom has run out of eggs.

Kid Crew already operates an online storefront offering a small collection of apparel and stationery. But the channel’s built-in play patterns and subtle STEM themes make it ripe for broader educational partnerships—and for licensing opportunities in categories like DIY, construction and vehicle-based toys.

Jo Redfern: “Kid Crew clearly knows its audience, creating intentionally appealing content. Thumbnails and video openers showcase roleplay formats featuring vehicles and construction, mirroring play patterns kids recognize and want to emulate. The channel uses algorithm-favorable, long-duration posts with regular but not excessive frequency. Limited brand extension potential currently exists, but it’s well-run. One to watch for growth.”

This story originally appeared in Kidscreen‘s Q4 2025 magazine issue.