The Wall Street JournalThe Wall Street Journal

YouTube stars cash in video rights for millions of dollars

By Miles Kruppa

13 Dec 2022 · 4 min read

Editor's Note

For years, investors have locked up income streams by snagging songwriter catalogues from the likes of Bob Dylan and Bruce Springsteen. Now they've discovered a new asset class, as the WSJ reports.

Justin Watkins for more than a decade has made YouTube videos of himself playing and commenting on games such as Roblox, for an audience of mostly young children.

His YouTube channel called Thinknoodles is a hit, with millions of subscribers, but he was surprised by the pitch he received from a startup: Would he accept more than $2 million in exchange for the advertising revenues from his thousands of old videos?

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