Welcome to YouTube Millionaires, where we profile channels that have recently crossed the one million subscriber mark. There are channels crossing this threshold every week, and each has a story to tell about YouTube success. Read previous installments of YouTube Millionaires here.
Among YouTube’s many subcultures, viewers can find the “unboxing” community: A group of technologically-minded individuals who take the wrappings off of products in order to find out what’s inside. Unbox videos essentially function as reviews, and have therefore become particularly appealing for consumers who are looking to purchase new tech gadgets.
One of YouTube’s most prominent unboxers is Lewis Hilsenteger, who makes videos on his Unbox Therapy channel. Hilsenteger does a lot more than just open packages. He also modifies technology, highlights deals, and collaborates with his adorable son. Here’s what he had to say about his channel’s appeal:
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Tubefilter: How does it feel to have one million subscribers? What do you have to say to your fans?
Unbox Therapy: Reflecting back, it’s amazing to see how far the channel has come. The content and community have grown up together, for that I’m grateful. To the fans, you guys are the coolest people on the planet, you’ve enabled me to live out my dream gig. I sincerely thank each and every one of you.
TF: What is more important for your videos: entertainment or information?
UT: I like to have a good mix. Information can be entertaining with the right framing.
TF: Do companies ever compensate you for your reviews, and if so, does that affect your opinions in any ways?
UT: When working directly with brands, it’s very important that parameters are in place regarding content and language. I would never post a review in exchange for money.
TF: On the flipside, what is the most ridiculous item someone has ever asked you to unbox?
UT: That’s tough, I probably wouldn’t use the word ridiculous… Maybe unusual. Some examples – World’s Largest Gummy Bear, Japanese Candy Boxes etc. Sometimes, unexpected items result in very interesting content.
TF: How often do you end up incorporating a product you unbox into your own personal life?
UT: Almost always. The products featured on Unbox Therapy represent things I’m actually interested in – If you’ve seen it on the channel, chances are it’s infiltrated my personal life to some extent.
TF: Would you say your videomaking style has changed in any significant ways since you began putting videos on YouTube?
UT: Yes, in a huge way. Iteration has been very important to myself and the content. It’s all about finding the right formula and it’s an ongoing mission.
TF: How much research do you do your typical “how-to” video?
UT: Depends on the video. Explaining something complex is fairly labor intensive, unboxing videos are more about vibe. I’ve got a mix of content on the channel, I’d estimate the average production time, start to finish is probably 5 hours.
TF: What is your favorite aspect of the tech community that has emerged on YouTube?
UT: The tech community is awesome, full of super talented people. The entire segment is growing at a rapid pace thanks to the quality content uploaded by creators in the space. I’ve had the pleasure of working with many on various collaborations, amazing people and absolute professionals.
TF: What’s next for your channel? Any fun plans?
UT: Huge plans for a top secret, new channel. That’s about all I can say – Stay tuned!
On Deck (channels that will soon reach one million subscribers): Jay Leno’s Garage, Rebecca Black, Danger Dolan
