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You may know 5-Minute Crafts, Bright Side, 123 GO! or Slick Slime Sam without knowing the company behind them. That company is now called TheSoul Group; until October 2025, it was TheSoul Publishing. It operates a large portfolio of digital content brands, but its enormous audience figures come from the company itself and are inconsistent across its own pages—not from an independent audit.
What is TheSoul Group?
TheSoul Group is a Cyprus-headquartered media and content company that produces and distributes digital video brands. It says it has production studios and offices across Europe and the United States. The company announced its new name on October 17, 2025, replacing TheSoul Publishing.
The name change reflects a business description broader than publishing videos. TheSoul describes work spanning social-content production, talent management and creator services. Its 2025 announcement also listed video production, animation, AI, music, brand partnerships, content licensing, creator finance and social-media strategy. Those are the company’s descriptions of its activities, not independently verified measures of their scale.
Which familiar brands does it operate?
TheSoul’s portfolio includes brands built for different kinds of short-form and platform-native entertainment. The company’s current brand page describes 5-Minute Crafts as a DIY craft brand.
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- 5-Minute Crafts: DIY and craft videos. TheSoul calls it “The most-watched DIY digital brand in the world”—a company characterization, not an independently established ranking.
- Bright Side: an entertainment and information-oriented video brand.
- 123 GO!: a lifestyle and entertainment brand.
- Slick Slime Sam: a character-led craft and entertainment brand.
These brands help explain why TheSoul may be familiar even when its corporate name is not: viewers encounter the individual channels and shows, rather than a single studio identity.
How large is TheSoul Group?
The company reports very large reach, but its headline totals do not line up. TheSoul’s October 2025 rebrand announcement said it had 5 billion subscribers across platforms and 100 billion monthly views. Its current About page also says it generates over 100 billion social-media views monthly, but presents both a 5 billion and a 2.5 billion subscriber figure in different sections. The company does not explain the discrepancy or the methodology behind these totals.
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Those are company-reported figures, not independently audited counts of unique people. Subscribers across platforms may overlap, and views are not the same as distinct viewers. TheSoul’s current brand page provides these separate brand figures, using its own platform-specific wording:
| Brand | TheSoul-reported figure |
|---|---|
| 5-Minute Crafts | 300M+ combined YouTube subscribers |
| Bright Side | 200M+ cross-platform subscribers |
| 123 GO! | 180M+ cross-platform subscribers |
| Slick Slime Sam | 40M+ combined YouTube subscribers |
These figures describe subscriber totals as stated by TheSoul; they should not be added together or read as a count of distinct audience members. For historical context only, Engadget reported in 2021 that Five Minute Crafts had 72.3 million YouTube subscribers at that time. That older figure is not a current comparison point.
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How does its content operation work?
A 2021 Engadget profile described a production system in which teams brainstormed ideas, sent them through quality assurance, then scripted and produced live-action or animated videos. Completed work was edited, localized, subtitled and prepared for distribution. Engadget reported that some material was produced in as many as 19 languages and characterized the approach as closer to digital marketing than to a conventional broadcast studio. This is a description of the operation reported in 2021, not a current, independently confirmed process specification.
That model makes platform feedback central. In the same interview, then-Vice President of Platform Partnerships Victor Potrel said, “We can put a piece of content, or a new show out there and get almost instant feedback from the audience and see if they actually like it,” and then “decide if we should invest more and grow this.” The explanation offers a glimpse of how a digital-first publisher can test and develop formats, but it should be understood as Potrel’s account at the time.
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Where can viewers find its content?
TheSoul’s distribution has expanded beyond social video. In June 2026, the company announced a dedicated 5-Minute Crafts channel on Prime Video in the United States. In September 2026, it announced a rollout of 5-Minute Crafts and 123 GO! on TiVo OS devices in the United States, United Kingdom, Germany, Italy and France. These announcements establish new distribution outlets; they do not establish audience size or commercial success on those services.
The company also pursues content and intellectual-property partnerships. In September 2025, Banijay announced an expanded partnership with TheSoul Publishing that included a collaboration between Totally Spies! and 5-Minute Crafts, localized joint YouTube and FAST channels, and expanded advertising-based video-on-demand coverage.
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What controversies have followed its content?
TheSoul’s scale and viral-video model have also drawn criticism. Engadget’s 2021 profile reviewed concerns about both the company’s origins and the accuracy or safety of some content. It reported that a 2019 Lawfare investigation examined Facebook advertising and examples it characterized as overtly pro-Russian, including a claim about Ukraine. Engadget also recounted a BBC News and Ann Reardon examination of unsafe or misleading viral “hacks,” including a video suggesting that a strawberry be dipped in bleach.
Engadget reported that the strawberry video was removed and that TheSoul said it had corrected and taken down a small number of inaccurate videos and improved quality assurance. Potrel told Engadget, “We consider our videos to be for entertainment.” That statement is his description of the content, not proof that every video is accurate or safe to imitate. The cited coverage does not establish a current independent audit of the company’s catalog.
For viewers, the practical distinction is simple: treat a viral craft or “hack” video as entertainment unless its safety and accuracy are independently confirmed. A polished demonstration is not, by itself, evidence that a project is safe to reproduce.
Why the company name matters
TheSoul Group is less a single familiar channel than the company behind a collection of recognizable digital brands, with business activities that it says now include production, creator services, partnerships and licensing. That makes the name change useful context for viewers trying to connect the corporate group to the videos they see. Its audience claims suggest extraordinary reach, but the conflicting subscriber totals mean the precise scale should be treated cautiously.
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