The Vlad and Niki channel, which launched in 2018 when Vlad, with the help of his dad, Sergey, posted a four-minute video of Vlad playing with a toy dog and some colored blocks, now has 68 million subscribers on English-language YouTube, making the brothers the third most popular “creators” on the platform. Cumulatively, the boys’ three most popular videos of the month have amassed more than 170 million views-and counting. The short, manic clips show Vlad, a gangly and expressive 8-year-old, and his doe-eyed 5-year-old brother, Niki, doing kid stuff: persuading their mom to get them a pet, building a giant Lego house, playing with toy cars. Also in February, Vlad and Niki Vashketov posted a handful of videos to their YouTube channel. In February, 96.4 million people tuned in to watch the big game and the ads that ran along with it. The biggest stage, the biggest brands, the biggest audience, and, for the channel that hosts it, the biggest payday. For decades, the Super Bowl has been, well, the Super Bowl of the advertising world.
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