Australians spend 30 minutes per day on YouTube. A lot of their time is spent watching local YouTubers, like Bounce Patrol; Chloe Ting; How Ridiculous.
These YouTubers know how to make fun, educational content… And they’re excellent examples of content marketing for the Australian market. As Australia’s #1-rated marketing agency, we get inspiration and best practices from a lot of these channels.
Below, we’ll cover these top Australian YouTube channels and their content. We’ll start with the absolute favourite: Bounce Patrol.
1. Bounce Patrol
Content: Educational music videos for kids
Joined: January 1, 2013
Subscribers: 26.5 million
Most Watched Video: Old MacDonald Had a Farm: Kids’ Nursery Rhymes
Bounce Patrol features colorful music videos for kids ages 3 to 7; a bit like an Australian Sesame Street or The Wiggles.
Cast members Jacinta, Jackson, and Rachel sing and dance their way through classic nursery rhymes, children’s songs, and original content. Simple melodies and easy-to-follow dance routines keep kids engaged, and parents like the focus on early learning concepts.
This Youtube channel is an excellent example of kid-friendly commercial content. It generates revenue through advertising. Bounce Patrol members also earn money by distributing their songs on popular music streaming services.
In 2015, Bounce Patrol was a finalist in the Australian Online Video Awards.
2. Chloe Ting
Content: Personal Fitness
Joined: August 17, 2011
Subscribers: 24.2 million
Most Watched Video: Get Abs in Two Weeks
Popular fitness vlogger Chloe Ting saw her popularity explode in 2020. Frustrated fitness enthusiasts stuck at home enjoyed her short, intense, focused workouts. This helped her grow from 2 million subscribers in January 2022 to 20+ million today.
Her most popular playlists include two-week challenges that help achieve flat abs, an hourglass waist, etc. Chloe earns money by selling custom merchandise through her website as well as advertising revenue from YouTube.
Chloe’s content is an example of a few things:
1. Patience. Content marketing can take a long time to work, even on fast-moving platforms like TikTok and YouTube. Chloe was active for years before exploding on YouTube.
2. How brands and influencers can profit together. For example, Ting partnered with Walmart in 2022 to design a line of workout wear.
3. The ease of producing content. Chloe’s content looks outstanding, but her earlier videos were visibly inexpensive to make. This is also something we’ve seen with TikTok marketing; good doesn’t have to be expensive.
Content: Video game commentary
Joined: January 5, 2015
Subscribers: 20.2 million
Most Watched Video: I Spent $10,000 to Beat Every Roblox Game
Professional Aussie gamer Lannan Eacott, known as LazarBeam to his fans, has built a loyal following on YouTube. He posts videos of himself playing Minecraft, Fortnite, and Roblox.
Videos include tips, tricks, and a fair share of Aussie humor. Some have LazarBeam review game updates and fresh features. LazarBeam often collaborates with other Australian Youtubers, such as Lachlan, to produce humorous ‘battle royale’ videos.
While LazarBeam has complained that YouTube claims too much of its ad revenue, the Australian streamer has an estimated net worth of US$28 million.
LazarBeam also earns income from brand partnerships, sponsorships with game developers, merchandise, and channel subscriptions on gaming platforms.
Content: Toy reviews and unboxing
Joined: March 28, 2015
Subscribers: 18.4 million
Most Watched Video: Biggest Fireman Sam Toy Collection Ever
Who better to review new toys than a kid? That’s the premise behind CKN Toys, where brothers Calvin and Kaison test out contemporary and classic children’s toys.
While not the creators of the famous “unboxing” format, Calvin and Kaison may have perfected it. Many CKN videos detail their reactions while unwrapping surprise packages of the latest toys and games.
Calvin and Kaison might be two of Australia’s youngest moguls. In fact, YouTube ad revenue is one of their smaller income streams. The brothers have released a cookbook for kids, a line of children’s clothes, and even a purchase of Calvin and Kaison action figures!
Their channel and content are strong examples of knowing your audience. Calvin and Kaison are kids, so they “get” how their audience thinks; something brands should do with YouTube ads and content.
Joined: December 8, 2011
Subscribers: 17.1 million
Most Watched Video: How to Quickly Get a Six Pack
HowToBasic features humorous visual gags disguised as tutorials. Much of the content focuses on food and childcare. For example, in one video, HowToBasic demonstrates how to feed an infant by slinging puree at a doll.
Another popular playlist features instructions for re-creating McDonald’s recipes at home using less-than-hygienic preparation methods. (Feet play a starring role.) The channel has received criticism for not clearly labeling content as humorous and for wasting food.
Despite two suspensions for publishing misleading content, HowToBasic earns most of its money from advertising revenue. Fans can also purchase custom merchandise via the creator’s website.
One key takeaway here is that Australian viewers love irreverent, random content. We saw this with Kristen Hanby on TikTok, and it’s true for HowToBasic!
Content: Video game streaming
Joined: March 19, 2013
Subscribers: 14.8 million
Most Watched Video: Minecraft Song: I Am Believing
Lachlan Power needs no introduction for those familiar with Fortnite and Minecraft. The 27-year-old Australian is one of the most successful streamers of all time – Fortnite even created a custom ‘skin’ in his honor.
In addition to how-to videos and secret hack tutorials, Lachlan posts reviews and commentary on updates to the Fortnite universe. He’s also a popular (and experienced) Minecraft vlogger.
Lachlan’s YouTube channel generates advertising revenue. Brand partnerships and sponsored content also generate income. Lachlan’s account is a classic example of streamers making money by working with brands and sponsors.
7. How Ridiculous
Content: Trick shots, challenges, stunts
Joined: September 9, 2009
Subscribers: 13.8 million
Most Watched Video: Power Tools Racing Is Intense!
Do you remember your craziest buddies from high school? The guys who would try just about anything for a laugh? Have you ever wondered what would happen if someone gave them a YouTube channel?
Meet How Ridiculous: three friends conducting zany experiments “just to see what happens.” Much of the content involves dropping large objects from a great height: anvils, bowling balls, household appliances, and even cars.
Other videos focus on trick shots and Guinness World Record challenges like food flips or hole-in-one golf shots.
Fans can purchase How Ridiculous merchandise on the team website. The channel regularly produces sponsored content with brand partners. The team records most of their videos at the Gravity Discovery Centre in the Leaning Tower of Gingin.
8. SR Toys Collection
Content: Toy unboxing and ASMR
Joined: January 19, 2012
Subscribers: 12.3 million
Most Watched Video: Baby Doll Bath in Candy Pretend Play
If you have fond memories of Play-Dough, Kinder Surprise, and Peppa Pig, you’ll love SR Toys Collection. The anonymous content creators, both adults and children, post videos devoted to these classic toys and their modern counterparts.
ASMR fans will enjoy the channel’s candy and kinetic sand videos, which feature crunching and clicking sounds.
The channel has not posted new content for over two years. Still, it continues to earn ad revenue due to the popularity of its videos. Fans can also visit the SR Toys Collection Facebook page for links to some of the most high-performing content.
This content is less of a case study on monetization and more of a smart example of native YouTube content. Brands that find a way to leverage ASMR, unboxing, and other popular formats – e.g. through collaborations or content – can get lots of traction on social media.
9. Primitive Technology
Joined: May 2, 2015
Subscribers: 10.7 million
Most Watched Video: Primitive Technology: Tiled Roof Hut
With Primitive Technology, Australian survivalist John Plant teaches viewers to survive in the wild. Each tutorial focuses on a specific item or construction technique. For example, Plant teaches us to make a stone axe using ancient stone chipping techniques in one video.
The format is simple: straight-on shots of each step in the process with text instructions in closed caption text. Plant does not speak or engage with the audience.
A native of rural Queensland, Plant founded his YouTube channel based on the success of his blog, also called Primitive Technology. Fans can donate to his projects via Patreon, and he recently published a how-to guide for wilderness survival.
In 2022, Plant explained that he had taken a hiatus from YouTube to work on an unidentified project with an Australian television company.
Content: VR Comedy
Joined: July 31, 2013
Subscribers: 9.64 million
Most Watched Video: Funniest VR Moments of 2019
Virtual reality-based video games like Half-Life and Astrobot are increasing in popularity. So are streamers focusing on this niche. 31-year-old JoshDub, rose to YouTube fame posting videos of himself and his friends acting out humorous skits in these games.
Though not as well-known as other video game streamers based in Australia, JoshDub generates a healthy income from ad revenues and brand partnerships.
Custom merchandise is available on his website, and fans can subscribe to paid channels to watch JoshDub play live.
JoshDub is a good example of how personal brand owners monetise their content. Between merchandise, paid channels, partnerships, and more, JoshDub’s done it all in his 9+ years on YouTube.
Joined: October 25, 2005
Subscribers: 9.42 million
Most Watched Video: Through the Mists of Time (Official Video)
You don’t need to have been born in the 1970s to appreciate AC/DC. Australia’s iconic rock band is still going strong, and they have YouTube subscribers to prove it.
Through their channel, fans can access official music videos, rarely-seen footage of live performances, and behind-the-scenes outtakes from interviews and recording sessions.
AC/DC doesn’t rely on YouTube to generate revenue, but they do link to streaming services like Apple Music and Spotify. There’s also a ‘Store’ tab with branded merchandise, concert t-shirts, and other memorabilia.
Content: Video game commentary
Joined: January 13, 2021
Subscribers: 9.29 million
Most Watched Video: Trap Tunnel Race: Gamemode in Fortnite
Muselk developed a YouTube following posting gameplay videos and tutorials focused on Overwatch. More recently, he’s shifted his focus to Fortnite. He’s a close friend of fellow top Fortnite YouTubers Lachlan and LazarBeam,
Videos explain how to solve puzzles and solve in-game tasks. Muselk also posts entertaining content, e.g. meme videos or humorous in-game partnerships. Fans appreciate his dry wit and gently sarcastic commentary.
In addition to advertising revenue, Muselk maintains active accounts on popular streaming subscription sites like Twitch. He’s of the forces behind Click Management, which represents several prominent YouTubers; another source of income.
Joined: December 5, 2008
Subscribers: 8.61 million
Most Watched Video: Sharma, Faulkner Star as India Takes Series 3-2
The captain of the men’s cricket team is – according to many – the most important person in Australia. In a country mad for cricket, it’s no surprise that a channel devoted to the sport would snag a top spot on YouTube.
Content includes live coverage, historical game clips and commentary. Fans will also find exclusive interviews and longer in-depth features, as well as highlight reels.
Advertising revenue does help support the channel, but Cricket.com.au is just one part of a larger media business focused on cricket. Channel viewers are encouraged to visit the main Cricket.com site, where they can purchase match tickets, club merchandise and even NFTs.
Cricket.com.au’s YouTube channel is an example of a larger media company using SMM to reach people online. Few people will get this kind of scale, but this is a textbook example of amplifying reach with social media marketing.
14. Hillsong Worship
Content: Christian music
Joined: April 26, 2008
Subscribers: 8.51 million
Most Watched Video: Broken Vessels
Founded in Sydney in 1983, Christian pop band Hillsong Worship has grown into a global phenomenon. One of the all-time best selling worship music groups in history, the group performs globally as part of their evangelical mission.
Closely affiliated with Hillsong Church, the group publishes content in support of its philosophy, as well as official music videos and themed playlists. Fans can also enjoy videos of live concerts and outtakes from recording sessions.
Like AC/DC, Hillsong Worship uses YouTube to direct viewers to paid streaming services like Spotify and Apple Music. Visitors to the official website can also purchase merchandise and worship materials.
15. Kjra Gaming
Content: Video game commentary
Joined: March 29, 2012
Subscribers: 8.57 million
Most Watched Video: Big Hulk vs Spiderman
Another popular gaming channel, Kjra Gaming focuses on content related to the Grand Theft Auto franchise. Many videos focus on modifications that enhance gameplay, such as custom characters, premium vehicles or new weapons.
The channel has gained attention for a series of superhero battle videos and now hosts an extensive series of epic showdowns between Marvel, Disney, Power Rangers and Dragonball Z characters.
In its ‘About’ page, Kjra Gaming claims to be run by a team of six people. Unlike other famous gamers, they choose to remain anonymous and have not partnered with any game developers or launched a subscription streaming channel.
Australia’s top 15 YouTubers put out incredible content across spaces like gaming, kids’ videos, music, and humorous content.
Their financial results are proof that you can make incredible money if you:
- Produce incredible content of your own
- Use YouTube ads to show marketing messages to viewers