Should You Buy an Established YouTube Channel or Start One From Scratch? 8 Expert Tips

In today’s day and age, content distribution (across social media platforms) is everything. You can’t simply create content once and let it rot‌ — ‌you need to post it on all social channels to ensure you attain the desired actions (e.g., sign-ups, subscriptions, purchases, etc.). 

However, marketers often wonder whether to start a new YouTube channel from scratch or take over an existing one and continue promoting their product/service as usual. This decision also affects how you build your content strategy, manage your content calendar, and optimize your videos for SEO and GEO.

The truth is that the answer is different for almost every person, channel, and brand. 

If you are planning on going with the first option, most creators start by signing in with a Google account, completing the login process, and setting up a Brand Account to allow multiple channel owners to manage the channel.

For this piece, we have a few experts with their own digital presence, shedding light on what they recommend doing and not doing when it comes to the debate of buying or not buying an existing YouTube channel. 

The Case for Buying an Established YouTube Channel

Buying an established YouTube channel with an existing subscriber count comes with its own set of pros and cons. For example, you have a readymade audience to engage with you (pro),  which presents a massive B2B opportunity for brands looking to skip the initial growth phase, but also consider what if the audience doesn’t like the new content you put out (con). 

Do keep in mind that established channels often already have optimized channel art, custom URLs, video thumbnails, and localized metadata that help them perform better in search results.

To keep the list of cons short, analyze YouTube channels that align with your audience and buy only those that tick the most boxes on your checklist.

Even a small existing YouTube channel can be a valuable asset for companies catering to very specific interests. Take two “sister companies,” Beaches of Normandy and Band of Brothers, for example, specializing in WWII historical tours across Europe.

While their YouTube channel might be small, it already has the potential to reach a highly relevant audience. For instance, their “Band of Brothers Tours” video has garnered 120K views, demonstrating their ability to attract and engage viewers keenly interested in WWII history. This existing engagement can provide a strong foundation for further growth and brand loyalty.

Now, suppose you’re not looking to overtake a YouTube channel to sell your product/services but rather to create content and make a name for yourself — the advice of buying an existing YouTube channel still makes sense then, as well. 

“The initial stage of a YouTube channel is finding a niche, which is always a daunting process that nobody enjoys. Buying an established YouTube channel means you’ll skip the hustle,” says Tim Elliott, an entrepreneur and COO with years of experience overseeing content creation and distribution

“The channel has a fan base that engages with the content and is always waiting for the next episode. Better yet, you won’t have to struggle to get to 1000 subscribers and 4000 watch hours, which is the most draining part. 

The YouTube channel you buy has a proven track record, meaning you can rely on it to improve the metrics and dominate the niche. Therefore, buying a channel is the best way to start your journey into YouTube.”

Expert Opinions on Starting Your Own Channel

While sourcing expert insights for this piece, we found many experts agreed with Elliott’s advice and even still recommended creating your own channel from scratch, as the long-term benefits outweighed the short-term advantages. Here are some of their thoughts on the topic: 

“Building from scratch is much better”: Shawn Plummer

“Fostering a loyal community is key to long-term YouTube success,” says Shawn Plummer, an expert who specializes in developing business growth strategies and has previous marketing experience. 

“Building a channel from the beginning is often more advantageous. It allows you to cultivate a dedicated following that aligns with your brand’s values and goals. This organic growth can lead to more meaningful interactions through YouTube Shorts and other content formats. Additionally, you’ll have complete control over your content and brand direction.”

The same advice holds true for his business, too, as Annuity Expert (where Shawn presently resides as CEO) also built its YouTube channel from scratch. Many companies in different industries have followed a similar path by focusing on educational, value-driven content rather than acquiring an existing audience.

When deciding whether to buy an established YouTube channel or build one from scratch, it’s worth remembering that many well-known brands grew their audiences organically. 

For example, SoFi, a company that offers debt consolidation options among other financial services, has built strong digital visibility by creating informative, value-driven content rather than acquiring an existing channel. Their success highlights an important lesson for creators: with consistent messaging, educational content, and a clear brand voice, it’s entirely possible to grow a successful YouTube presence from the ground up without purchasing an already-established platform.

“Viewer feedback helps refine content strategy”: Roman Zrazhevskiy

Being the founder and CEO of Mira Safety, Roman Zrazhevskiy has been involved in the marketing, content, and growth decisions surrounding his company as he built Mira Safety from the ground up, and hence has some advice to share with fellow small businesses: 

He says, “Long-term credibility on YouTube requires consistent content production and active audience engagement. Analyzing viewer feedback and performance metrics using YouTube Studio reporting functions helps refine your content strategy to meet audience demands.” (This is one main advantage of building a YouTube channel on your own.)

Buying a channel can provide an initial subscriber base and instant credibility, which can have its own set of benefits if you have the resources and a clear plan to rebrand or revitalize the content.

However, starting from scratch allows you to build a unique brand identity and foster organic growth. This approach often results in a more genuine connection with your audience, as they witness your journey and growth over time, leading to higher engagement and loyalty.”

Customize your channel from day one by setting your profile picture, channel description, channel art, and branding settings. From banner image to profile icon, it’s all up to you how you want to create it. You can even launch a channel trailer from day one to tease what’s to come. 

Most creators rely on video editing software, a video description generator, and social listening tools to optimize their content before every content upload.

“It takes more time to build trust”: Phil Strazzulla

Phil Strazzulla, the founder and creator of Select Software Reviews, said it’s better to create a YouTube channel from the beginning rather than purchasing an existing one.

To put his points into perspective, he says, “When someone is building a channel, they already have a connection with their audience. They manage to develop trust because they help solve the audience’s problems. 

Many upcoming YouTubers aren’t ready to put in the work and, hence, would want to buy an established channel with good engagement, many subscribers, and likes. 

What happens after you acquire the channel? This is a point when reality sets in. Remember, the one who sold you the channel had a specific personality in how they wrote the content or responded to viewers’ comments. 

Your approach might be different, which means you’ll begin to lose the success you saw earlier on the channel. It’ll take more time to build trust with the audience that leaves.”

“More work initially, but can lead to a stronger, more personalized brand presence”: Tim White

Tim White, the founder of MilePro, a travel company that allowed him to attain years’ worth of multi-channel marketing experience, recommends creating your own YouTube channel, much like other experts on this list. 

Like others, he agrees that investing in a YouTube channel can provide an immediate audience, but starting from scratch often delivers stronger long-term results when the content strategy is consistent and focused on audience needs.

When weighing whether to buy an established YouTube channel or start one from scratch, it helps to look at businesses that have grown their presence organically. 

For example, Alan’s Factory Outlet, a company that sells carports, metal garages, and other steel structures, has built brand visibility by consistently creating helpful, product-focused content rather than acquiring an existing channel.

By sharing installation insights, buying guides, and educational resources, businesses like Alan’s Factory Outlet demonstrate that with the right niche focus, clear expertise, and steady content strategy, it’s entirely possible to grow a successful YouTube channel from the ground up.

Elaborating on the point, he says, “Building a channel from the ground up ensures complete creative control and a loyal, engaged subscriber base. It’s more work initially, but it can lead to a stronger, more personalized brand presence.”

The Middle Ground

Other SMEs argued that this debate is not black-and-white and that there are other ways around it. Dig in to uncover what they had to say. 

It Depends: Tony Mariotti

Tony Mariotti, the CEO of RubyHome, believes the discussion of whether to buy or not buy a channel should be contextual, based on the subscriber count of the YouTube channel, niche, and available company resources. 

He says the best course of action would be to “Evaluate your resources and goals to make the best choice.”

Try a Different Approach: Mika Kujapelto

Mika Kujapelto, the Managing Director and co-founder of CashCow, an advertising company, recommends trying a different approach wherein you could partner with other creators in a similar space to leverage their goodwill and followers, but also keep creative control over your own channel. 

In his own words, “Partnerships can help you tap into new audiences, diversify content, and enhance credibility through community posts, YouTube Shorts, and collaborative YouTube Broadcasts in the community. Engaging in joint projects, shoutouts, and cross-promotions can significantly boost visibility and subscriber count, leveraging the strengths of both channels involved.”

Carefully assess the situation before you make any decisions: Sturgeon Christie

Sturgeon Christie, the CEO of Second Skin Audio and someone with years of marketing experience in his background, says, “It’s essential to evaluate the channel’s current engagement and reputation (before you decide to buy it). 

Ensure the audience aligns with your target market and that the content complements your brand’s message. This approach can save time but requires careful assessment to avoid mismatched expectations.”

Heed the expert’s advice

We happen to agree with Mika’s statement — it’s best to partner with creators in your niche who already have an established following. 

This will allow you to maintain creative control while gaining access to their networks, subscribers, and goodwill. 

But remember: once viewers discover your content, they will likely want to learn more about your brand beyond YouTube.

That’s where a strong website becomes essential.

If you want a professional online presence to support your channel, whether it’s a landing page, eCommerce store, or brand hub, platforms like Portotheme make it easy to launch high-performance websites. Their customizable WordPress, WooCommerce, and Magento themes are designed to help businesses create fast, visually appealing sites that convert visitors into subscribers and customers.

About the author: Juwaria Merchant

Juwaria is a freelance writer specializing in the fields of SaaS, marketing, and health/wellness. Backed with 3+ years of experience, she helps brands build content that adds value to their business. In her free time, you can catch her reading her favorite books or studying the latest trends online.