YouTube's Shyest Superstar
Bloomberg Businessweek|February 17 - 24, 2020
The internet’s most popular kids’ channel is run by a skeleton crew and owned by a 55-year-old guy in a quiet California suburb
Mark Bergen and Lucas Shaw
YouTube's Shyest Superstar

Jay Jeon is an unassuming mogul. No one takes notice of him as he slips into the corner booth at the Italian steakhouse steps from his Orange County office on a sunny Friday. Most any toddler who knew what the trim, soft-spoken 55-year-old does, however, would have gone nuts. Jeon runs Cocomelon, a YouTube channel dedicated to nursery rhymes and original songs, whose animated kids and creatures generate about 2.5 billion views in a typical month. That translates into as much as $11.3 million in monthly ad revenue, according to estimates from industry analyst Social Blade. In terms of viewership, an average Cocomelon video dwarfs the turnout for most of the world’s sports leagues, pop stars, and scripted TV. It’s the second-most-watched YouTube channel, trailing only T-Series, India’s musicking.

Cocomelon’s success has caught everyone off guard, including Jeon. For more than a decade, he and his wife ran their channel more or less by themselves, and he was happy that way. The steakhouse meeting is his first press interview ever, and one condition was that he not be photographed, for fear of paparazzi. Another: His wife was not to be named or discussed. Even the couple’s neighbors don’t know which channel they run. “Nobody knows me,” Jeon says between bites of pasta. “I really like that.” He owns 100% of Treasure Studio Inc., which controls Cocomelon, and for years he and his wife have rejected investors, sponsors, and demands to translate the cartoons into other languages, make sequels to big hits, or roll out plush toys based on the characters.

This story is from the February 17 - 24, 2020 edition of Bloomberg Businessweek.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

This story is from the February 17 - 24, 2020 edition of Bloomberg Businessweek.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

MORE STORIES FROM BLOOMBERG BUSINESSWEEKView All
Instagram's Founders Say It's Time for a New Social App
Bloomberg Businessweek US

Instagram's Founders Say It's Time for a New Social App

The rise of AI and the fall of Twitter could create opportunities for upstarts

time-read
4 mins  |
March 13, 2023
Running in Circles
Bloomberg Businessweek US

Running in Circles

A subscription running shoe program aims to fight footwear waste

time-read
3 mins  |
March 20 - 27, 2023
What I Learned Working at a Hawaiien Mega-Resort
Bloomberg Businessweek US

What I Learned Working at a Hawaiien Mega-Resort

Nine wild secrets from the staff at Turtle Bay, who have to manage everyone from haughty honeymooners to go-go-dancing golfers.

time-read
10 mins  |
March 20 - 27, 2023
How Noma Will Blossom In Kyoto
Bloomberg Businessweek US

How Noma Will Blossom In Kyoto

The best restaurant in the world just began its second pop-up in Japan. Here's what's cooking

time-read
3 mins  |
March 20 - 27, 2023
The Last-Mover Problem
Bloomberg Businessweek US

The Last-Mover Problem

A startup called Sennder is trying to bring an extremely tech-resistant industry into the age of apps

time-read
10+ mins  |
March 20 - 27, 2023
Tick Tock, TikTok
Bloomberg Businessweek US

Tick Tock, TikTok

The US thinks the Chinese-owned social media app is a major national security risk. TikTok is running out of ways to avoid a ban

time-read
10+ mins  |
March 20 - 27, 2023
Cleaner Clothing Dye, Made From Bacteria
Bloomberg Businessweek US

Cleaner Clothing Dye, Made From Bacteria

A UK company produces colors with less water than conventional methods and no toxic chemicals

time-read
3 mins  |
March 20 - 27, 2023
Pumping Heat in Hamburg
Bloomberg Businessweek US

Pumping Heat in Hamburg

The German port city plans to store hot water underground and bring it up to heat homes in the winter

time-read
3 mins  |
March 20 - 27, 2023
Sustainability: Calamari's Climate Edge
Bloomberg Businessweek US

Sustainability: Calamari's Climate Edge

Squid's ability to flourish in warmer waters makes it fitting for a diet for the changing environment

time-read
4 mins  |
March 20 - 27, 2023
New Money, New Problems
Bloomberg Businessweek US

New Money, New Problems

In Naples, an influx of wealthy is displacing out-of-towners lower-income workers

time-read
4 mins  |
March 20 - 27, 2023