The channel of 11-year-old Ukrainian Diana Kydysiuk, «Kids Diana Show», is among the top ten YouTube channels by number of subscribers, ranking sixth as of June 2025 with an audience of 135 million subscribers.
The channel of 11-year-old Ukrainian Diana Kydysiuk, «Kids Diana Show», is among the top ten YouTube channels by number of subscribers, ranking sixth as of June 2025 with an audience of 135 million subscribers.
Moreover, according to The Economist, Diana’s family has about 20 subsidiary channels in various languages, from Arabic to Vietnamese, so the family’s YouTube empire has over 10 billion views per month. Among other things, the family also runs a Ukrainian-language channel.
«Diana’s entertainment career began in Kyiv when she was one year old. In the first video on her channel, she is sitting in a wheelchair and trying to eat a leaf, while her mother, Olena, gently dissuades her from doing so,» the publication notes, adding that the video has been viewed almost 2 million times.
Olena and Volodymyr, Diana’s father, started using YouTube to share home videos with friends and family. But they soon began targeting a wider audience, making toy unboxing videos and adding fun soundtracks and graphics.
As the publication notes, the parents' experience in programming and marketing proved to be a useful foundation for success, and as their channel’s popularity grew, the family made it a full-time job.
In 2018, they changed their primary language from Russian to English and left Ukraine, first moving to Miami and then to Dubai, where they have lived for the past five years.
Currently, the channel’s videos are mostly «role-playing games», often with a loose educational slant: one recent video, for example, talks about how to sort garbage into different containers. The distribution of roles in the development of the channel is as follows: Olena generates ideas for videos, and Volodymyr deals with the financial and legal side of the issue.
They say the video takes up to four months to produce, and the family hires production designers, a crew, writers, and actors. What’s more, they’ve built several sets in Dubai that can be transformed into a house, a maze, or a garden.
Diana’s parents refuse to talk about their finances, but Jeremy Goldman of research firm eMarketer estimates that the main channel probably earns about $10 million a year in advertising. The family also has brand connections: in one recent video sponsored by Mattel, the American toymaker, Diana shows off the company’s latest Barbie dolls.
The channel’s largest audience is in America, but Diana is also popular in India and has fans in Brazil, Spain, Portugal and the Middle East.
As dev.ua wrote earlier, the IT guy created a site with cartoons in Ukrainian as an alternative to YouTube Kids, because, according to him, it is difficult to remove Russian-language content on YouTube .
We also reported that YouTube is planning to introduce a new, cheaper version of its Premium subscription that removes ads from videos and podcasts, but not from YouTube Music. Thus, the company will split the YouTube Premium subscription into two versions.
