YouTuber Jesser Launches Parent Company, Preps Expansion

On Friday, the YouTube creator Jesse “Jesser” Riedel announced the formation of JesserCo., a new parent company that will unite his growing portfolio of businesses under a single structure. The 27-year-old Jesser will remain founder, while Zach Miller, who previously served as president of Bucketsquad, Jesser's apparel brand, has been elevated to president of JesserCo. The reorganization brings together two main operating businesses: Jesser Media, the newly named home for his content operation, and Bucketsquad, the basketball lifestyle and apparel brand. But it also creates the corporate architecture for the launch of new sub-brands within the JesserCo. portfolio. Jesser Media reaches more than 45 million subscribers and followers, primarily through his YouTube channel, and has generated more than 10 billion views across platforms, according to the company. Bucketsquad, which is carried in 75 Dick's Sporting Goods locations nationwide, is on pace to surpass eight figures in revenue this year, a threshold it first crossed in 2025, Miller said, after growing between 100% and 200% annually over the past three years. The two businesses are roughly comparable in size, although Miller declined to specify which is larger. The content business carries stronger margins, but the apparel business is the larger driver of revenue. JesserCo. employs 45 full-time staff, is profitable, and has never taken outside investment, per Miller. FOR Scoops, Sharp Analysis, and Insider Context By submitting your email, you agree to our Terms of Use and Privacy Policy . You may opt-out anytime by clicking 'unsubscribe' from the newsletter or from your account. “JesserCo. is a holding company for the diversified businesses that Jesser is an owner and operator of,” Miller said. “It also allows us to roll out businesses under the brand of Jesser Co., because we could not really roll out more companies under the Bucketsquad brand.” The formation of a parent company reflects a broader ambition. Miller, who previously held a digital business role at NBCUniversal working with the Today Show, joined Jesser with a specific thesis: that a creator with a loyal, large audience is positioned to do more than make videos. "When you have a loyal audience and credibility with them, and figure out what they are excited about, you have a unique opportunity to launch new products," he said. In its next chapter, the company plans to test that thesis. JesserCo. is incubating a hard goods business targeting the youth sports market, which encompasses products like hoops, goals, and balls, with a product launch expected in the third quarter. The company has partnered with a manufacturer and developed a new brand, and products will be featured across Jesser's video content. On the media side, the company has begun syndicating its content to streaming platforms including Roku, Tubi, Amazon, Pluto, and Samsung. In the nascent race for streamers to sign creator talent to their platforms, Jesser has been a first-mover. In March, Jesser announced a partnership with Tubi at its NewFront presentation, which is set to yield three collections of videos organized around soccer, football, and basketball. JesserCo. is also in conversations with other major streamers about premium content, including competitive reality programming in the vein of Survivor, according to Miller. The ad revenue picture is shifting too. What was once a business heavily dependent on YouTube AdSense has evolved, and brand revenue now accounts for roughly 40% of total ad income, up significantly over the past three years. Partners have included Nike, Powerade, Google, McDonald's, and DraftKings, alongside video collaborations with athletes including Luka Dončić, Giannis Antetokounmpo, and Bijan Robinson. Jesser is hardly alone in this evolution. As ADWEEK has previously reported, YouTube has become the preeminent incubator for a new generation of media companies, with creators increasingly treating the platform as the foundation for diversified businesses spanning content, commerce, and live experiences. As a creator-founded venture with a nine-figure revenue trajectory, a growing headcount, and, now, a parent company, JesserCo. is among the more developed examples of that model. "Formalizing JesserCo. gives us the right structure for where the company is today and where we want to take it next," Riedel said.

Creator Economy

YouTuber Jesser Launches Parent Company, Preps Business Expansion

The media company, which generates an eight-figure revenue, has content and product debuts coming later this year

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Mark Stenberg

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