Babish Culinary Universe is a YouTube cooking channel run by Andrew Rea (alias Oliver Babish), who specializes in recreating recipes featuring in film, television and video games, as well as traditional dishes. Since 2007, Babish has uploaded over 507 videos and accumulated over 2.2 billion views, with his elaborate videos receiving an average of 2.6M views.
YouTube viewers aren't the only ones swarming to this foodie channel! Brands from a wide range of fields have sponsored Babish's channel, including HelloFresh, ButcheBox, SimpliSafe, Cash App and Squarespace. It's clear to see that brands, both food related and not, have found ways to seamlessly integrate with this foodie channel.
So, why and how does Babish Culinary Universe attract so many sponsors? We took a closer look at the last quarter in order to better understand his secret to success.
If you are a brand looking to dip your toes into influencer marketing on YouTube and don't know where to start, check out our guide to YouTube sponsorship and don't hesitate to reach out. If you are a brand searching for foodie influencers and want to know how much a channel is worth or a foodie creator interested in nailing your sponsorship negotiation, give our YouTube sponsorship calculator a go.