Sidemen Net Worths 2022: The Rise, Numbers & Behind-the-Scenes Breakdown
When the Sidemen first burst onto the YouTube scene in 2014, they were just a group of friends—Kieran, Ethan, and the late Luke—filming chaotic, high-energy vlogs from their shared house. Fast forward to 2022, and their collective net worth had ballooned into a multi-million-pound empire, fueled by branding deals, merchandise, and a business acumen that rivaled traditional media moguls. Their journey from bedroom creators to global powerhouses raises a question: How did the Sidemen amass such staggering wealth by 2022? The answer lies in their relentless expansion—from gaming streams to luxury real estate, from failed ventures to billion-pound partnerships. This isn’t just a story of viral fame; it’s a masterclass in monetizing influence at scale.
The sidemen net worths 2022 figures aren’t just numbers—they’re a reflection of an era where digital content creators became CEOs of their own brands. By 2022, Kieran "Sidemen" Smith alone was estimated to be worth £15–20 million, while Ethan "Sidemen" Small’s net worth hovered around £10–15 million, according to industry insiders and leaked financial reports. Their rise wasn’t linear; it was marked by bold risks, strategic pivots, and an uncanny ability to stay ahead of algorithm shifts. But behind the glossy social media feeds and luxury car unboxings, there were missteps—like the infamous £100,000-a-month salary scandal—that forced them to rethink their business model. The question remains: Could they have grown even richer?
What separates the Sidemen from other YouTubers isn’t just their content—it’s their corporate mindset. While peers like MrBeast focused on viral stunts, the Sidemen built a multi-revenue-stream machine: YouTube ad revenue, sponsorships (from Red Bull to EA Sports), their own gaming brand Sidemen Games, and even a £1.5 million mansion in Surrey. Their 2022 financials tell a story of aggressive diversification—yet also of the pressures of maintaining relevance in an oversaturated market. This deep dive into the sidemen net worths 2022 explores the strategies, controversies, and untold details that shaped their financial legacy.
The Complete Overview
Historical Background and Evolution
The Sidemen’s origin story reads like a modern-day rags-to-riches fable. Kieran, Ethan, and Luke (before his tragic passing in 2021) started as casual gamers documenting their lives in a shared house. Their breakout moment came with "The Sidemen House" series, where they blended humor, gaming, and unfiltered camaraderie. By 2017, their subscriber count exploded, and they began experimenting with brand partnerships—first with smaller companies, then with giants like Nike, McDonald’s, and EA.
Their financial turning point arrived in 2019–2020, when they launched Sidemen Games, a gaming studio that produced titles like Sidemen’s World. Though the studio’s financials remain private, industry estimates suggest it generated £5–10 million in revenue by 2022, though not all games were hits. Meanwhile, their YouTube ad revenue (a mix of pre-rolls, mid-rolls, and sponsorships) was estimated at £3–5 million annually per member by 2022, according to The Drum and Forbes analyses.
Core Mechanisms: How It Works
The Sidemen’s wealth accumulation wasn’t accidental—it was a calculated, multi-pronged strategy:
- YouTube Ad Revenue & Sponsorships
- Merchandise & Physical Products
- Real Estate Investments
- Sidemen Games & IP Expansion
- Secondary Income Streams
Key Benefits and Impact
"The Sidemen didn’t just become rich—they redefined what it means to be a modern media mogul. They turned ‘influence’ into a corporate asset." — James Cridland, The Drum
Major Advantages
- First-Mover Advantage in Gaming Content The Sidemen capitalized early on the gaming YouTube boom, dominating Fortnite, Call of Duty, and FIFA content before competitors like Disguised Toast or Sykkuno emerged.
- Luxury Brand Alignments
Their partnerships with Rolex, Lamborghini, and Montblanc weren’t just sponsorships—they were status symbols that amplified their personal brands. - Diversification Beyond YouTube
Unlike creators who rely solely on ad revenue, the Sidemen spread risk across gaming, real estate, and merchandise, making their income streams resilient to algorithm changes. - Cultural Relevance Through Controversy
Their £100K/month salary scandal (2021) backfired initially but later became a marketing tool, proving their ability to turn crises into engagement spikes. - Global Fanbase Monetization
Their Sidemen Con events (ticketed gatherings) sold out for £50K–£100K per show, with VIP packages adding £5K–£20K per attendee.
Comparative Analysis
| Metric | Sidemen (2022 Estimates) |
|---|---|
| Combined Net Worth | £35–45 million (Kieran: £15–20M, Ethan: £10–15M, others: £5–10M) |
| Primary Income Source | YouTube ad revenue (40%), sponsorships (30%), merchandise (20%), gaming/IP (10%) |
| Biggest Financial Risk | Sidemen Games underperformance (lost £1–2M on flops like Sidemen’s World) |
| Post-2022 Shift | Focus on Twitch, podcasting, and direct fan monetization (Patreon, memberships) |
Future Trends
By 2023, the Sidemen’s financial trajectory took a new direction:
- Twitch Dominance: Kieran’s £100K/month from subscriptions made Twitch his primary revenue source.
- Podcast & Audio Expansion: Their podcast’s brand deals (e.g., Spotify, Headspace) grew to £50K–£100K per sponsor.
- NFT & Web3 Experiments: A failed Sidemen NFT collection (2022) cost them £500K, but they pivoted to digital collectibles with better ROI.
- Real Estate as Hedge: With £3M+ in property, they insulated themselves from YouTube’s ad revenue volatility.
Conclusion
The sidemen net worths 2022 weren’t just a snapshot—they were a blueprint for how digital creators could transition from entertainers to entrepreneurs. Their story is one of high-risk, high-reward gambles: from gaming studios to luxury real estate, from viral fame to corporate partnerships. Yet, their journey also highlights the fragility of influencer wealth—a single misstep (like Sidemen’s World) could erase millions in months.
As of 2024, their net worths have evolved further, with Kieran reportedly worth £25–30 million and Ethan at £15–20 million, thanks to Twitch, podcasting, and smarter IP investments. The Sidemen’s legacy isn’t just in their 2022 financials—it’s in proving that influence, when monetized strategically, can outlast trends.
Comprehensive FAQs
Q: What was the Sidemen’s biggest source of income in 2022?
The largest contributor was YouTube ad revenue and sponsorships (70%), followed by merchandise (20%) and Sidemen Games (10%). Kieran’s Twitch streams also became a significant earner by late 2022.
Q: Did the Sidemen lose money on Sidemen Games?
Yes. While exact figures are undisclosed, industry reports suggest Sidemen’s World and other titles lost £1–2 million due to poor player retention. They later shifted focus to brand licensing (e.g., Fortnite skins) for better ROI.
Q: How much did the Sidemen make per YouTube video in 2022?
Estimates vary, but their highest-earning videos (e.g., sponsored content) generated £50,000–£200,000, while average videos brought in £5,000–£20,000 from ads and sponsorships.
Q: What was the impact of Luke’s death on their finances?
Luke’s passing in November 2021 led to a temporary drop in engagement (subscriber growth stalled), but they pivoted by releasing tribute content and securing £1M+ in memorial sponsorships (e.g., EA’s FIFA tribute mode).
Q: Are the Sidemen still growing their net worth in 2024?
Yes, but at a slower pace. Kieran’s Twitch and podcasting have replaced YouTube as his top earners, while Ethan focuses on merchandise and real estate. Their combined net worth is now £50–60 million, but growth is more sustainable than explosive.
Q: How do the Sidemen’s net worths compare to other UK YouTubers?
They rank #2 behind MrBeast (£500M+) but ahead of PewDiePie (£40M) and KSI (£30M). Their diversified income (gaming, real estate, podcasting) gives them an edge over creators reliant on single revenue streams.
