United Kingdom
KSI, born Olajide 'JJ' Olatunji, is a British entertainer, rapper, and entrepreneur who built his audience on YouTube from the early 2010s, originally…
Total Followers +0.8%
43.5M
Across YouTube, Instagram, TikTok
Primary Platform
YouTube
18.3M followers · 42% of audience
Engagement
3.0%
vs. 1.5% category median
Sponsorship Tier
Mega
Est. $130K–$286K / IG post
On 3 March 2026 KSI became a part-owner of the English non-league club, and days later Variety reported he and After Party Studios will produce a docuseries called 'Race to the Top' chronicling the takeover.
In a January 2026 interview with Ranveer Allahbadia, KSI said he was 'done with boxing'; he later walked it back in a February interview with Heart, framing it as a 'break' instead.
After guest-judging in 2025, he was announced in September 2025 as returning for series 19 on a more permanent basis, replacing Bruno Tonioli on selected episodes.
Following Netflix acquiring the original series in late 2024 and a UK Season 2 in March 2025, 'Inside: USA' premiered in September 2025.
| Window | YouTube | TikTok | Combined | |
|---|---|---|---|---|
| Last 7 days | +201K +1.1% | -2603 -0.0% | +0 +0.0% | +199K |
| Last 30 days | +514K +2.8% | -166602 -1.3% | +0 +0.0% | +348K |
| Last 90 days | +1.1M +5.8% | -124951 -1.0% | +0 +0.0% | +933K |
| Last 365 days | +1.1M +5.8% | -124951 -1.0% | +0 +0.0% | +933K |
Daily follower snapshots from CreatorDB's longitudinal index.
| Brand | Type | Platform | Date | Performance vs. baseline |
|---|---|---|---|---|
| Prime Hydration Beverage | Co-founder | YouTube | 2022–present | — |
| Misfits Boxing Sports | Co-founder | YouTube | 2022–present | — |
| Sidemen Network | Group member | YouTube | Long-term | — |
KSI, born Olajide 'JJ' Olatunji, is a British entertainer, rapper, and entrepreneur who built his audience on YouTube from the early 2010s, originally through FIFA commentary and reaction content before evolving into one of the founding members of the Sidemen collective. Based in the UK, his main channel still leans on the comedy-challenge format he popularised — 'try not to laugh' compilations, reaction videos, and stunt-style uploads — released on a fixed Saturday-plus-Tuesday cadence. Beyond YouTube, he has built parallel careers in music, with regular chart entries on the UK singles chart, and in boxing, where his crossover bouts helped launch what is now a full influencer-boxing ecosystem.
KSI sits at the intersection of mainstream entertainment, sports/combat, and youth lifestyle — a Mega-tier UK creator whose output spans laugh-bait challenges, reaction content, Sidemen collaborations, and a heavy push behind his own Misfits Boxing and PrimeFC football ventures. The audience skews male and Gen Z/younger Millennial, with a US-led, UK-anchored, English-speaking footprint that travels well for global campaigns. Engagement runs roughly 2x category median across platforms, with TikTok the strongest interaction driver and Instagram the most consistent cadence. Sponsor track record is founder-led rather than rented: he co-owns Prime Hydration, Lunchly and Misfits Boxing, signalling appetite for equity or long-horizon deals over one-off integrations. Plausible external fits: gaming, mobile, audio hardware (Soundcore), QSR, and sportsbook-adjacent brands.
Benchmark estimates for a creator at KSI's tier (Mega, 43.5M combined followers, United Kingdom). Pulled from CreatorDB's category benchmarks.
The CreatorDB Agency runs end-to-end influencer campaigns globally — shortlisting, outreach, contracting, and performance reporting. Talk to our team about building a campaign around creators in this niche.
KSI's real name is Olajide Olatunji, often shortened to JJ. He's been using the KSI alias since starting his YouTube channel in 2009, originally short for 'KSIOlajidebt'.
Yes, KSI is still a core member of the Sidemen, the British YouTube group he helped form in 2013 alongside Miniminter, Vikkstar, Zerkaa, TBJZL, Behzinga and W2S. He frequently references being the 'guy from Sidemen' in his own social bios.
Yes, KSI co-founded Prime Hydration with Logan Paul in 2022, turning their boxing rivalry into a business partnership. The drink became a viral retail phenomenon and KSI still markets it heavily across his channels.
Misfits Boxing is the influencer boxing promotion KSI co-founded in 2022 to give creators a professional boxing platform. He still co-runs the company and occasionally fights on its cards.
KSI is co-owner of Dagenham & Redbridge FC (Daggers FC), the English non-league club he bought into alongside fellow Sidemen members. He also manages the Sidemen-affiliated Prime FC charity team.
Lunchly is the kids' lunch-kit brand KSI launched with Logan Paul and MrBeast as a Lunchables-style alternative. He lists himself as a founder of Lunchly in his Instagram bio.
Yes, KSI continues to drop tracks alongside his YouTube work, with recent songs including Catch Me If You Can and So Far Away featured in his TikTok bio. Music has been a major side career for him since hits like 'Lamborghini' and 'Houdini'.
KSI and Logan Paul fought twice — an amateur draw in 2018 and a professional rematch in 2019 that KSI won by split decision. The rivalry famously ended in business partnership when they co-founded Prime Hydration together in 2022.
KSI is from Watford, England, in the United Kingdom, and the majority of his UK audience still tracks with that. His follower base is roughly half American and a quarter British, reflecting his crossover into US pop culture through Prime and boxing.
In his own YouTube bio KSI says he uploads every Saturday and bi-weekly Tuesdays on his main channel, focused on challenges and comedy videos. His Instagram and TikTok are updated more frequently with reels, music clips and Sidemen-related content.
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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