With video and influencer marketing continuing to drive digital strategy in 2025, YouTube remains one of the most powerful platforms for brand partnerships.
In the UK, it’s not just popular—it’s dominant.
YouTube is the second-most-used social media platform in the UK, with over 4.4 million users. More than half (54%) use the platform daily, consuming everything from entertainment to product reviews, tutorials, and vlogs.
For marketers, YouTube influencers a high-ROI channel for building trust, visibility, and driving sales.
Whether you’re launching a product, building awareness, or driving conversions, working with the right YouTube creators in the UK can supercharge your campaign!
To help you find the top UK YouTubers in your niche, we have curated a list of some of the top UK-based YouTubers for brands to collaborate with in 2025—across tech, fashion, beauty, lifestyle, fitness, food, gaming, and more.
Let’s dive right in!
YouTube continues to hold its own as the dominant video content platform in the UK, with the number of YouTube users in the United Kingdom projected to surpass 44.3 million users by late 2025.
This substantial reach positions YouTube as the most widely accessed social media platform among UK adults and over half (54%) of these users engage with the platform daily.
Per capita viewership in the UK surpassed that of larger markets, such as the United States, with the UK amassing approximately 391 billion views 2024 – averaging 5,750 views per person.
At 49%, YouTube also has the highest engagement rate for influencer-led video content, based in the number of likes, comments and shares per video.
With the rise of short-form video content, marketers are seeing significant results from incorporating YouTube Shorts into their campaigns.
Globally, YouTube is ranked as the most used social platform for consuming influencer content by millennial and Gen Z consumers.
Additionally, 87% of consumers polled by Wyzowl in 2025 reported buying a product after viewing a demo video.
As such, working with YouTube influencers is a highly valuable marketing channel for brands looking to gain traction in the UK market, across almost all niches.
Name: Dan Middleton
YouTube Channel: DanTDM
Subscribers: 29.2 million
Location: England, UK
Content: Gaming videos, primarily focusing on Minecraft, along with other popular games
Dan Middleton, known online as DanTDM, is a British YouTuber specializing in gaming content, particularly focusing on Minecraft.
His engaging gameplay videos and tutorials have made him a favorite among gaming enthusiasts, appealing to a younger audience that appreciates his family-friendly approach.
Name: Olajide “JJ” Olatunji
YouTube Channel: KSI
Subscribers: 25 million
Content: A mix of music, boxing, and reaction videos. KSI is also a member of the Sidemen group.
Olajide “JJ” Olatunji, or KSI, is a professional boxer, musician and British influencer who offers a diverse range of YouTube content, including music, boxing, and reaction videos.
As a founding member of the musical group Sidemen, his influence extends across various entertainment sectors, attracting viewers interested in music, sports, and comedy.
LOOKING TO FIND AND HIRE INFLUENCERS?
Our review of the Best Influencer Marketplaces & Platforms in 2025 will help you choose a platform to find the perfect fit for your brand, niche, and campaign goals!
Name: Arun Rupesh Maini
YouTube Channel: Mrwhosetheboss
Subscribers: 20.9 million
Content: Technology reviews, unboxings, and gadget comparisons.
Arun Rupesh Maini is a British YouTuber and influencer with one of the biggest tech-related channels on YouTube.
His creates in-depth technology reviews, unboxing videos, and detailed gadget comparisons, with clear explanations and thorough analysis, for tech enthusiasts seeking insights into the latest devices.
Name: Saffron Barker
YouTube Channel: Saffron Barker
Subscribers: 2.4M (+ 2 million on Instagram)
Content: Lifestyle, beauty, and challenge videos.
Saffron Barker is British Instagram influencer, YouTuber and podcaster who produces lifestyle, beauty, and challenge content.
Her engaging personality and relatable content have garnered a significant following among young viewers interested in fashion, beauty, fitness and daily vlogs.
Name: Matt Morsia
YouTube Channel: MattDoesFitness
Subscribers: 2.3M
Content: Fitness, health, gym vlogs, workouts and coaching videos.
Matt Morsia, famous for his role as Legend in the BBC’s show Gladiator, is a fitness coach, athlete and YouTuber from the UK.
His content focuses on gym workouts, diet, bodybuilding and strength training, as well as lifestyle content and candid vlogs with his family.
Name: Zoë Elizabeth Sugg
YouTube Channel: Zoe Sugg
Subscribers: 5 million (+ 9 million on Instagram)
Content: Beauty, fashion, baby and lifestyle vlogs.
Zoe Sugg is an English influencer, author, businesswoman and mother. Her content focuses on beauty, fashion, home, baby and lifestyle vlogs.
Sharing her tips, insights and personal anecdotes has endeared her to a wide audience interested in personal style and home decor.
Name: Gaz Oakley
YouTube Channel: gazoakleychef
Subscribers: 1.7M
Content: Food, cooking, recipes, plant-based diet/vegan lifestyle, gardening, nature and lifestyle content.
Gaz Oakley is a Welsh chef known for his famous ‘avant-garde’ vegan cooking and recipe books.
His content focuses on health, vegan/plant-based lifestyle, growing your own food and spending time in nature.
Sharing candid videos and vlogs, his YouTube channel has gained a loyal following with audiences into all things homesteading, gardening, cooking, and veganism.
Name: Charlie White
YouTube Channel: CharlieDIYte
Subscribers: 450K
Content: DIY how-to videos, tool demos, product comparisons and reviews, and vlogs on his projects.
Charlie White is a self-taught DIY enthusiast on a mission to show viewers how to complete DIY home upgrades, maintenance and small project builds.
From hanging pictures, applying caulk, or laying patio paving to building kitchen benches and plastering walls, there is something useful for everyone.
Charlie also has detailed content on the tools and equipment he uses, comparisons between tools and demo videos on how to use them.
Name: Imogen Horton
YouTube Channel: Imogenhorton
Subscribers: 415K
Content: Beauty and lifestyle content, tutorials, makeup reviews, clothing hauls and reviews, challenges and personal vlogs.
Imogen Horton is a British YouTuber and influencer focusing on beauty, fashion and lifestyle content centered on her life as a fashion-forward mum and a woman living with a chronic health condition.
Her content is candid and engaging, and she posts a variety of videos on everything from clothing hauls, makeup reviews and tutorials to personal vlogs.
Her personal vlogs include her two young children and her experiences dealing with health problems and the ups and downs of life and relationships. This mix of content has earned her a highly engaged and loyal following.
Name: Tim Dessaint
YouTube Channel: TimDessaint
Subscribers: 1.4M
Content: Men’s fashion, sneakers, and lifestyle content.
Tim Dessaint is an English TikToker, YouTuber, Instagram influencer and entrepreneur who recently launched his fashion brand Dessaint.
His content features clothing, shoes, styling and grooming, with his signature minimalist style and an emphasis on versatile, quality items.
Tim posts a variety of videos, from personal vlogs to style-advice, brand reviews and the latest trends in men’s fashion.
Name: Alastair Aiken
YouTube Channel: Ali-A
Subscribers: 19.6M
Content: Gaming videos, focusing on Fortnite and Call of Duty, funny videos, memes and reaction videos.
Alastair Aiken, or Ali-A (previously Matroix on YouTube), is renowned for his entertaining gaming videos, with a particular emphasis on Fortnite and Call of Duty.
His energetic commentary and high-quality gameplay attract a broad gaming audience, especially fans of first-person shooters.
Name: Phil Lester
YouTube Channel: AmazingPhil
Subscribers: 3.8M
Content: Comedic vlogs, storytelling, and collaborative content with Daniel Howell.
Phil Lester, known as AmazingPhil, is a British YouTuber and radio presenter who shares candid vlogs, creative insights, and funny stories.
He also creates collaborative content, often featuring his close friend and fellow YouTuber Daniel Howell. Phil’s quirky style and engaging storytelling have built a loyal fanbase.
Name: Daniel Howell
YouTube Channel: Daniel Howell
Subscribers: 6.3M
Content: Comedy sketches, humorous vlogs and commentary on personal experiences.
Daniel Howell offers humorous vlogs and commentary on personal experiences, resonating with viewers through his candid storytelling and relatable content.
He often collaborates with Phil Lester (AmazingPhil) to create amusing and highly engaging content.
YouTube is a hugely impactful platform for video marketing and influencer campaigns and its substantial user base in the UK make it one of the top social media platforms for users, creators, brands and marketers alike.
Collaborating with YouTubers in the UK provides valuable opportunities to connect with diverse audiences through authentic and impactful video content.
Our list of top UK YouTube creators and influencers to work with includes hugely successful influencers from a variety of niches.
No matter who your target audience is, there is an ideal UK YouTuber to collaborate with here!
YouTube is exceptionally popular in the UK. It has over 44.3 million users in the UK and and 54% of users use the platform daily, making it one of the most used social media platforms in the UK. In 2024, YouTube had approximately 391 billion views from the UK, which averages approximately 5750 views per person. Check out the full review for more statistics on YouTube’s popularity in the UK.
Music, comedy, and how-to/tutorial videos are the most-watched categories, with music videos consistently topping UK YouTube trending charts. Read the full review to find a list of the top YouTubers in the UK, across a range of niches.
According to research by Wyzowl in 2025, 85% of consumers have bought from a brand after seeing a demo video, highlighting its significant impact of video content on purchasing decisions. Read the full article for more on the impact of YouTube influencer marketing.
Influencer marketplaces and platforms are the easiest way to find and hire YouTuber influencers in the UK. These platforms allow you to search for influencers from their database, using in-depth filters, to find the YouTubers best suited to your brand, niche, and campaign goals. Read the full review to find a curated list of the top UK YouTubers to work with, as well as more info on the best influencer marketplaces to use.
Dash: Influencer Marketing Statistics to Know in 2025
DataReportal: Digital 2025: The United Kingdom (Report)
Hootsuite: 38 YouTube Stats Marketers Need to Know in 2025
Think with Google: Fandoms are Shaping Mainstream Pop Culture. Here’s How Brands Can Keep Up
YouTube: 2024 YouTube Culture and Trends Report
Wyzowl: Video Marketing Statistics 2025
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