How Jasmin And James Became Some Of World’s Top Creators

Australian couple Jasmin and James were creating content sporadically all the way back in 2021, to limited success. But over the last year, the pair has absolutely blown up by embracing both Shorts and upload volume on YouTube.

Data from Tubular Labs shows Jasmin and James had just 44.9 million unique global viewers on YouTube in January 2025, but that number has since ballooned to a stunning 1.2 billion in January 2026 – No. 2 among all individual creators worldwide. Jasmin and James were one of just four global YouTube accounts with over 1 billion unique viewers last month, and one of just 40 pages with over 2.2 billion minutes watched; despite leaning almost entirely on Shorts.

For Jasmin and James, success comes courtesy of a few unique approaches:

• Volume: The couple uploads about 32 videos per day on YouTube, and most are less than 20 seconds long.
• “Family”: The pair treats their audience like family, regularly posting about how much it means to them that so many subscribers want to partake in watching their personal lives.
• Behind the scenes: Jasmin and James use “behind the scenes” labels to hype up specific videos as extended versions of other popular uploads.

Jasmin and James have been able to cash in on the success with advertisers like Fox Searchlight Pictures and Scotch & Soda (both U.S.-based). But given the couples’ relatable, light content and relatively brand-safe approach, more could be on the horizon.