Business | Weekend profile

The 11-year-old Ukrainian YouTuber snapping at MrBeast’s heels

Diana Kydysiuk is growing up—and growing rich—on camera

Diana Kidisyuk in a bedroom
In the pinkPhotograph: Kids Diana Show
|6 min read

FROM MONDAY to Friday, Diana Kydysiuk’s life looks much like that of any other 11-year-old, with her time taken up by school, gymnastics and judo practice. But at weekends Diana becomes the star of home-made videos that are viewed billions of times by people around the world. “Yeah,” she says shyly, “it’s weird.”

Explore more

This article appeared in the Business section of the print edition under the headline “Ukraine’s pre-teen YouTube queen”

From the June 14th 2025 edition

Discover stories from this section and more in the list of contents

Explore the edition
A Cognac-maker tastes a sample of Cognac brandy in his cellar.

Pity France’s cognac-makers

They have won a respite from China, but face growing pressures in America

Linda Yaccarino, the CEO of X

Linda Yaccarino goes from X CEO to ex-CEO

The top position at Elon Musk’s social-media platform is open once again


Does working from home kill company culture?

Our analysis suggests it depends on what sort of culture bosses want


On Lego, love and friendship

Human relations are a useful way to think about brands

Jeff Bezos 2.0: new wife, newish job, old vision

The Amazon founder’s semi-retirement plan

Would you pay $19 for a strawberry?

The rise of luxury fruit