Jimmy “MrBeast” Donaldson is preparing a MrBeast membership program that his company wants to turn into the biggest paid fan service on the planet. Modest, as corporate breakfast announcements go.

According to Business Insider, Beast Industries laid out the plan on May 12 during a breakfast for brand executives at Penthouse 45, an upscale venue in New York. The guest list included representatives from Coca-Cola, KFC, Disney, and Lamborghini, suggesting this was not a casual update for people who merely enjoy large checks and dramatic countdowns.

Donaldson, 28, is already the world’s most subscribed YouTuber. The new pitch signals that he and his team are trying to build something broader than a single channel, even one with a giant global audience.

What Beast Industries told brands in New York

The central announcement was a membership program that Beast Industries said it wants to become the “largest membership service in the world.” The company did not publicly provide pricing details, which is a fairly important piece of the puzzle if the goal is global scale.

The proposed service would include a philanthropic element, consistent with a major part of Donaldson’s existing brand. Many of his most recognizable videos involve giveaways, donations, large-scale acts of charity, or some combination of all three.

Members would also receive:

  • Early access to videos
  • Exclusive content
  • Access to “challenges”

Business Insider’s report did not detail what those challenges would involve. Given the MrBeast format, “challenge” could mean many things, and possibly several very expensive things.

Why MrBeast is moving beyond one YouTube channel

The membership plan was not the only expansion discussed at the event. Attendees said MrBeast is also preparing to move into new types of content, beginning with food-focused programming this summer.

After that, the plan is to branch into fitness, gaming, and other entertainment formats. That would place Beast Industries more firmly in the territory of a wider media company, rather than a creator business built around one platform.

David Cohen, chief executive of the Interactive Advertising Bureau and one of the attendees, summed up the strategy this way: “The general gist is, they’re trying to get out of being in a YouTube channel.”

That line matters because it captures the larger shift. Donaldson’s audience may have been built on YouTube, but the company appears to be positioning itself around direct membership, brand partnerships, and multiple content verticals.

What is still unclear about the plan

For now, the biggest unanswered question is how the membership service will work in practice. Beast Industries has outlined the broad features, but the key details remain unknown.

Among the open questions:

  • How much the membership will cost
  • How the philanthropic component will be structured
  • What exclusive content will look like
  • Whether the “challenges” will be digital, in-person, prize-based, or something else
  • How the service will compete with existing creator subscriptions and streaming memberships

The ambition is clear. The mechanics are less so.

For viewers, the pitch offers a familiar trade-off: more access to a creator they already follow, in exchange for joining another paid service. For brands, it offers a direct line to one of the largest digital audiences in entertainment. For Donaldson, it is another step toward turning MrBeast from a YouTube phenomenon into a broader entertainment business.

Whether it can actually become the largest membership service in the world will depend on pricing, execution, and whether fans see enough value beyond the free videos that made him famous in the first place.