It’s not common to find a 24-year-old who considers their parents as staff; but that’s the case for Adam Beales. This exceedingly prominent YouTuber and television host has gained substantial acclaim for his outsize exploits recorded for public viewing. His channel, Adam B, claims over four million subscribers, positioning him as a leading content creator in Derry. While you may not be familiar with him, it’s highly probable your youngsters are.
I encounter him in a Derry City hotel, offering views of the Peace Bridge. Beales was born shortly after the adoption of the Belfast Agreement, growing up in an era of tranquillity, untouched by the sectarian conflict that once plagued his city – a situation he appreciates.
His preened skin fade hairstyle is fresh, his visage spotlessly smooth. As he extends his hand for a handshake, a sincere smile forms on his face. He takes immense pleasure in creating content that invites viewer response, he shared, while self-serving some tea. For the younger audience, he believes, YouTube has become the modern alternative to television.
Beales’ core audience comprises of the youngest generation – Generation Alpha, born post-2010, principally aged between five and fourteen. He admits, “While we do have parents, grandparents among our followers, the vast majority are younger.”
Aged six, his parents handed him a basic Nokia handset, and he mastered video production. “I made do with the dreadful picture quality, yet thoroughly enjoyed the process,” he tells. Since 2017, he’s been deeply committed to YouTube, involving his younger sibling, parents, and partner in his creative journey. His coming-out video alone has garnered 1.7 million views so far; his partner, Dom, features regularly in his material.
His video style mirrors that of Mr Beast – the individual known for having the highest views on YouTube. In keeping with Mr Beast, Beales’ material is dynamic, accompanied by emotionally charged and vivid thumbnail images. He understands the difficulty of maintaining audience interest in an environment that feeds short attention spans. His content is typically a boisterous, dizzying medley of challenges, semi-improvised storylines, and tricks.
One video titled “I Survived Overnight in a Supermarket!” garnered 400,000 views. “A Shark Attacked Me!” a vlog featuring a thumbnail photo showing Adam injured and struggling in the ocean, was a prank on his boyfriend and reached half a million views. A horror-themed prank clip, “We Found M3GAN’s in an Abandoned Mall…” amassed a whopping 5.3 million views. Adam, much like all thriving YouTubers, embarked on producing a series of related videos in response to this surge in viewership, resulting in millions more views.
Adam’s videos don’t follow a rigid script, instead they are structured around loosely targeted “checkpoints” throughout.
When asked if he’s ever been likened to Mr Beast, he chuckles and says, “If that ever happens, I’m honoured. Honestly, anytime someone mentions that, I feel I’m a budget version of Mr Beast.”
Adam believes, views are the ultimate barometer of feedback. He says, “They are the Holy Grail and trickle down to everything else.” He adds that if you’re in the YouTube sphere and not continuously refining strategies for maximum outreach, then you’re not really putting effort in.
According to Beales, there’s a methodical aspect to YouTube content creation. His father, a data scientist by profession, now assists Adam with data analysis, among other things.
He jokes about the many roles his parents take on, saying, “One moment they’re data scientists, the next, they could be painters or costume designers. They certainly wear a lot of different hats.”
With his father’s help, he examines the points in his videos where audiences stay engaged, the points where they tend to drop off, and how to zero in on the parts that do well. About his YouTube growth he says, “It’s never a straight line. It’s always a wave. This applies to Mr Beast as well.”
“At all times, talent or charisma will only take you to a certain degree. I am of the firm belief that these factors only account for 20% of success. The other 80% requires dedication and persistence. There have been numerous instances where I almost gave up, convinced that this wasn’t the path for me. However, it’s crucial to remain tenacious.
My key audience is constantly evolving. As they age, they might outgrow my content, or for the younger ones, they might grow into it. It’s somewhat reminiscent of a wave. There have always been ebbs and flows regarding viewership. Currently, we are at a lower level than last year, which was our most successful to date. Growth over time is not constant, but as long as we’re moving in an upward trajectory, that’s positive.
My video content is profitable via advertisements, but other income sources include brand collaborations, merchandise sales, event participation, and the children’s books that I have authored, currently, two.
What are my earnings? I tend not to discuss that because it relates to my personal income. Any business generates revenue, and this is public knowledge. You can review the facts on the Company House website to view the business earnings.
In the last year, my company, OCG Productions Ltd, employed an average of 10 staff members. As of March 2023, we had £115,797 in net capital and reserves, which is slightly less than the prior year. Although this does not disclose my YouTube revenue, one platform, views4you.com, estimates my earnings to be around €35,000 a month, not a bad sum for a man who creates pranks on his younger brother for a living.
Behind all this success is my enthusiasm for smart finance. Several years past, when my YouTube channel was just budding, people counselled me to invest my revenue into property. Though I was just an immature teenager back then, I am glad I heeded those words of wisdom. Looking back, I am reaping the benefits of that decision.”
Beales purchased a residence for his parents in 2020 and his real estate collection presently consists of five properties that he lets to lodgers. He explains that he is focusing on revamping dilapidated residential properties and transforming them into modern, upscale homes before letting them out. Beales finds real estate to be an incredibly secure investment.
Additionally, Beales has been helping a family save for a property down payment by covering their rent for a year. He surprised a contest winner by having actors take part in some extreme stunts, like bungee jumping and skydiving, before finally revealing that she had been the winner all along. Beales praised her for being a good sport and taking it all in stride.
Between two seasons on Blue Peter and appearing on the CBBC programme The Dog Ate My Homework, Beales has made his mark in TV hosting. He has also featured on Bro’s in Control, another CBBC programme where he starred alongside his younger brother Callum and fellow content creator, Joe Tasker. This fall, he will host a show on RTÉ named What’s Next, which will explore the future of technology, food, fashion, and waste in space. It’s evident Beales is a man who doesn’t like to take a break.
Emerging from the internet, Beales personifies a new generation of celebrities. Much like gaming channels Jacksepticeye, Call Me Kevin and Nogla, he is a rising star in Ireland. It’s interesting to speculate on how he will utilise his platform and keep riding the crest of the algorithm. But for now, property investment appears to be a secure venture for him.