United States
Hoonigan is a Los Angeles-based automotive media brand co-founded by professional rally driver Ken Block and creative director Brian Scotto in 2011. The…
Total Followers -0.1%
11.8M
Across YouTube, Instagram, TikTok
Primary Platform
YouTube
5.9M followers · 50% of audience
Engagement
4.3%
vs. 1.5% category median
Sponsorship Tier
Mega
Est. $59K–$137K / IG post
Hoonigan and Subaru Motorsports USA dropped 'Gymkhana 2025: Aussie Shred' on December 9, with Pastrana piloting the bespoke Subaru Brataroo 9500 Turbo across the Outback, Sydney Harbour, and Bathurst's Mount Panorama. Pastrana confirmed it is his last film in the franchise.
At SEMA Show in Las Vegas, Hoonigan officially announced the Gymkhana franchise's return with a 1978 Subaru BRAT-based build reimagined as a purpose-built stunt car. The reveal kicked off 'Gymkhana Season' ahead of the December premiere.
The parent company completed its financial restructuring after confirming its Plan of Reorganization in October 2024, eliminating roughly $1.2 billion in debt and securing a $175M asset-backed loan facility under new majority ownership led by Strategic Value Partners and Nut Tree Capital.
| Window | YouTube | TikTok | Combined | |
|---|---|---|---|---|
| Last 7 days | +0 +0.0% | -2936 -0.1% | +0 +0.0% | -2936 |
| Last 30 days | +0 +0.0% | -11255 -0.2% | +0 +0.0% | -11255 |
| Last 90 days | +20K +0.3% | -73891 -1.5% | +0 +0.0% | -53797 |
| Last 365 days | +20K +0.3% | -73891 -1.5% | +0 +0.0% | -53797 |
Daily follower snapshots from CreatorDB's longitudinal index.
Hoonigan is a Los Angeles-based automotive media brand co-founded by professional rally driver Ken Block and creative director Brian Scotto in 2011. The channel built its reputation on the Gymkhana video series — high-production, stunt-driving films starring Block behind the wheel of bespoke, high-horsepower machines in controlled urban environments. Those films became defining moments in automotive content, demonstrating that car culture could translate into cinematic, broadly shareable spectacle. Beyond Gymkhana, the channel expanded into recurring formats including 'THIS vs THAT' head-to-head drag races, deep-dive build series following project car restorations, and general celebration of what the brand calls 'hoonage' — a culture of enthusiastic, irreverent driving. Ken Block's death in early 2023 marked a significant inflection point for the brand, but Hoonigan has continued producing content, with the Gymkhana franchise itself carrying on into 2025 under new talent.
The channel draws a heavily male audience skewed toward the 25-and-older bracket, reflecting the demographic that grew up watching Gymkhana go viral and has aged alongside the brand — a signal that Hoonigan commands genuine loyalty rather than algorithmic churn. Engagement running well above the category median for a mega-tier YouTube property reinforces that point. The audience is predominantly North American with meaningful reach in the UK and beyond, giving automotive sponsors access to a passionate, purchase-capable demographic. Content touchpoints like custom wheel reveals, vintage muscle car appreciation, and overland build showcases make the channel attractive to a wide band of aftermarket auto brands, parts manufacturers, and motorsport-adjacent sponsors. With the Gymkhana IP still active and a content library that spans stunts, builds, and drag racing, Hoonigan is positioned as the closest thing automotive YouTube has to a premium franchise network — one that will likely lean harder into brand partnerships and live-event crossover as it navigates its post-Ken Block identity.
Hoonigan reaches an audience concentrated in United States primarily through YouTube, and is best activated via long-form YouTube integrations, Instagram Reels and Stories, TikTok branded content. As an automotive creator they map naturally to brands targeting that space. Engagement on YouTube runs around 4.3%, pointing to an audience suited to category-relevant, mid-funnel brand campaigns rather than pure-reach buys.
Benchmark estimates for a creator at Hoonigan's tier (Mega, 11.8M combined followers, United States). Pulled from CreatorDB's category benchmarks.
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Ken Block, Hoonigan's co-founder and the driving force behind the Gymkhana franchise, died in a snowmobile accident in Utah in January 2023. He was widely regarded as the most influential figure in automotive entertainment of the past two decades, and Hoonigan has continued producing content in the years since, explicitly carrying his legacy forward.
The hashtag #kb43ver stands for "Ken Block 43 Forever" — a tribute to Hoonigan's late co-founder, who raced under the number 43 throughout his motorsport career. Hoonigan and the broader car community use it to keep his memory alive across social media posts and content drops.
Gymkhana is a motorsport-inspired video series in which a driver performs extreme precision car stunts — burnouts, drifts, and high-speed maneuvers — in urban or purpose-built environments. Ken Block and Hoonigan made the format globally famous starting in 2008, turning each installment into one of YouTube's most-watched automotive events.
Yes, Hoonigan has continued the Gymkhana series beyond Ken Block's passing, with Gymkhana 2025 actively referenced in their recent content and hashtags. The brand is carrying the franchise forward with other elite drivers while honoring Block's original vision for the series.
Electrikhana was Ken Block's electric-vehicle Gymkhana film, produced in collaboration with Audi and featuring a custom all-electric car called the Audi S1 e-tron quattro Hoonitron. It was one of his final major projects before his death and demonstrated his commitment to pushing automotive performance into the EV era.
THIS vs THAT is one of Hoonigan's flagship recurring series where two cars go head-to-head in a drag race or performance test, often featuring unexpected matchups that settle long-running debates among car enthusiasts. It's listed alongside Gymkhana and Build Stories as a core pillar of the Hoonigan YouTube channel.
Hoonigan is documenting the full ground-up rebuild of a Camaro fitted with a 632 cubic inch big block engine, capturing every stage from teardown to completion under their Build Stories format. The project is framed as a "Project Car Rescue," which is a signature angle the channel uses to draw viewers into long-form build content.
The word "hoonigan" derives from the Australian and New Zealand slang term "hoon," which describes someone who drives recklessly, performs burnouts, or generally causes mayhem in a car. Hoonigan the brand fully embraces that identity — their TikTok bio literally calls themselves "automotive scumbags since 2011."
Hoonigan launched in 2011, as stated directly in their own TikTok bio. It grew out of Ken Block's motorsport culture and evolved from a lifestyle brand into one of the biggest automotive media operations on the internet, spanning YouTube, Instagram, and TikTok.
Hoonigan has grown to well over 5 million subscribers on YouTube, placing them firmly in the mega-tier of automotive creators. Their engagement rate runs significantly above the category average for channels of that size, which is a strong signal that their core audience is genuinely active rather than passive.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
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