The Like Nastya YouTube channel has officially reached over 100 million subscribers, becoming one of the most subscribed and followed channels for kids and families. More than its massive subscriber count, the channel has also become one of the top 5 most viewed YouTube channels in the world, with over 81 billion views, beating out Kids Diana Show and the official WWE channel.
Like Nastya was initially launched in 2016, focusing primarily on children’s content. Each video tells the real-life story of Nastya Radzinsky as she takes trips to amusement parks around the world, unpacks toys, and lives the exciting life of a young girl. Since the channel’s inception, the content has steadily evolved into entertaining content that covers important social issues.
The channel’s evolution has paved the way for children and parents to learn more about social topics such as bullying at school, relationships with parents, and tips on making new friends. Families all over the world have religiously tuned in to these videos, helping them realize that they are not alone in facing these prevalent societal woes.
Apart from the wildly popular YouTube channel, the Like Nastya Instagram account also garnered over 500,000 followers in 2022. The Like Nastya brand consists of a Miami-based family, 8-year-old Nastya Radzinsky and her parents, Yuri and Anna. According to Nastya’s father, the videos have strongly resonated with their audience.
“When working on content creation, there is no room for burnout or boredom. Market penetration is very high. For example, nearly every 3rd child out of 10 in the age group from 0 to 10 years old watches the Like Nastya channel in the United States and India, every 4th in Mexico and Indonesia, and every 5th in Brazil and Vietnam. Being a creator and an influencer is a big responsibility,” said Yuri.
“We are always open to the new, and it is a great pleasure for us to provide subscribers with new formats. For example, we work closely with a psychologist, Ph.D. with specialization in child psychology, to deliver not only fun but also useful content for our followers,” he added.
With such a vast social following, Like Nastya has consistently upheld its social responsibility to the world, helping families address the many key concerns that children continuously face to this very day. “It is important to understand children’s barriers and address them. We are also listening carefully to Nastya’s suggestions for videos. She perfectly understands what is relevant for her age. Regular content uploads and a strong team are also important for success,” explained Anna Radzinsky.
The channel’s success comes as no surprise. It didn’t take long for the audience to be drawn to Nastya’s natural enthusiasm for the world around her. Since starting as a series of funny home videos, the YouTube channel has quickly grown into a serious business with an ecosystem of brands and a dedicated team of professionals working behind the scenes.
With the massive growth of the brand, the project has brought together a team of 50 people from Europe to South Africa. The team is responsible for daily content creation, uploading new videos thrice per week. The Radzinskys have resorted to hiring screenwriters, trendwatchers, producers, and montage and motion design editors to cope with the massive demand.
There are also different departments that are currently working on the project, such as content and social media, digital products, merchandising, innovations and experimental products, operational management, legal, and finance. Nowadays, with the unprecedented growth of Like Nastya, it has become a renowned brand that includes a YouTube channel, mobile applications, social media, events, and partnership projects with global brands such as Mattel, Nickelodeon, and Spin Master.
With a mission to make the channel’s content more accessible to a global audience, the Radzinskys have also added several subtitle options to the videos such as English, Spanish and Arabic. The Like Nastya project currently has 21 channels in 19 languages. The most viewed content is the content made for children aged 2 to 8 years old and their parents.
Ultimately, Like Nastya has become a global sensation. With Nastya herself becoming a popular figure for children all over the world. Nastya is widely recognized by millions of subscribers from the US, India, the Middle East, Europe, Brazil, Mexico, Vietnam, and many other countries. In the near future, the team hopes to strengthen the bond that Nastya shares with her fans, fostering a stronger connection to her audience and the emerging ecosystem of brands.