Move Over, MrBeast? 11-Year-Old Ukrainian Girl Rockets to YouTube’s Global Top 6

The YouTube channel of 11-year-old Ukrainian Diana Kidisyuk, known as Kids Diana Show, has become the sixth most-subscribed channel on the platform, according to The Economist.

The channel currently has over 135 million subscribers and generates approximately 10 billion video views per month.

Diana’s family launched the channel ten years ago in Kyiv, initially uploading short videos of her daily life, toy unboxings, and playful moments. At the time, Diana was one year old.

Her parents, Olena and Volodymyr, both with backgrounds in programming and marketing, later expanded the channel’s reach by incorporating graphics, music, and editing aimed at a broader international audience.

In 2017, the family moved from Ukraine to Miami, later settling in Dubai, where they currently reside. That same year, Kids Diana Show transitioned from Russian-language content to English.

According to The Economist, the decision to switch languages and relocate helped the channel gain traction in high-value advertising markets, such as the United States.

Today, Kids Diana Show operates as a full-scale production. Filming one video can take up to four months and involves a professional crew including directors, scriptwriters, set designers, and actors.

The family has built several transformable filming sets in Dubai. While the main content is in English, the family also runs over 20 sister channels in other languages, including a Ukrainian-language version with 195,000 subscribers. A separate Russian-language channel continues to operate as well.

According to eMarketer analyst Jeremy Goldman, the main channel alone likely earns around $10 million annually from advertising, excluding YouTube’s standard 45% revenue share. Additional revenue comes from brand partnerships, including collaborations with toy manufacturer Mattel.

The largest audience for the channel is in the United States, followed by India, Brazil, and regions in the Middle East and Southern Europe. The high US viewership ensures premium ad rates.

Despite the scale of the operation, Diana continues to attend school and participates in gymnastics and judo during the week.

Filming takes place on weekends and involves her three brothers, aged 12, 4, and 2, on a rotating schedule to maintain a consistent content pipeline. “If one child is unavailable, we switch to another,” said her mother, Olena.

While Diana remains the face of the brand, the channel is adapting as she grows older. Recent content focuses more on role-play and educational themes, such as environmental awareness. The shift reflects the evolving preferences of the platform’s algorithm and the need to retain younger audiences as Diana approaches adolescence.

The family has not returned to Ukraine since relocating, though they maintain ties through their Ukrainian-language channel. “We felt it was our duty to launch one,” Olena stated.

As the popularity of video-sharing platforms among children continues to rise, Diana’s presence highlights broader trends. A UK-based study found that children under 15 spend nearly twice as much time on platforms like YouTube as they do on subscription-based streaming services, and three times more than on traditional television.

Earlier, the Ukrainian short film Along the Lines by Pavlo Buryak was shortlisted for the 2025 Tribeca X Awards, becoming the first project from a Ukrainian brand to reach the finals. Created in collaboration with artist Masha Reva and design label DIZA, the film competes alongside global brands like Apple, Louis Vuitton, and PlayStation Studios.

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