• by Colin Kirkland , over 1 hour ago

Corie Henson, the head of reality television at NBC, has been named president of Beast Industry Studios, the holding company responsible for the success of famed influencer MrBeast’s YouTube channels and Amazon Prime streaming series “Beast Games,” according to a report from Deadline.

Henson will report to MrBeast CEO Jeffrey Housenbold and is expected to scale MrBeast’s media business.

With experience running reality, competition, and game shows at NBC, Fox, WarnerBros. and their affiliate networks, Henson will also oversee more unscripted and scripted series that are currently in development.

The announcement comes as MrBeast (whose real name is Jimmy Donaldson) is expanding his position as YouTube’s top creator to a larger business empire. 

Earlier this month, Business Insider reported that MrBeast was planning to launch a mobile virtual network operator (MVNO) similar to Mint Mobile.

Under Beast Industries, the YouTuber also owns food companies, runs the Amazon reality show, is writing a book with author James Patterson, is launching an animated studio, a video game platform, and is expected to release a theatrical feature. 

However, as the creator invests in new businesses, Beast Industries has had trouble turning a profit.

While MrBeast food companies like Lunchly and Feastables -- the latter of which generated about $250 million in sales and $20 million in profit last year -- are profitable, the creator’s Prime Video reality competition show lost nearly $80 million in 2024. 

“My goal is to make everything we do profitable,” Housenbold said in an interview earlier this month. “In the past, it was just about ideas and the quality of the content."

The MrBeast team has also said it is looking to cut back on media spend and become profitable this year.