Yes Theory

The Rise of Yes Theory: From Four Strangers to Global Movement

Yes Theory emerged as one of YouTube's most inspiring content creation groups, built around a simple yet powerful philosophy that has resonated with millions worldwide. The digital media brand originated in the summer of 2015 when four young men from different corners of the globe met in Montreal, Canada through what they describe as serendipitous encounters^[1]. Thomas Brag from France, Ammar Kandil from Egypt, Matt Dahlia (formerly Matt Dajer) from the United States, and Derin Emre from Turkey connected over their shared desire for something more meaningful than conventional career paths^[2]. The group's journey began with an ambitious project they called "Project 30," where they committed to doing one thing they had never done before every day for 30 days^[2]. Their activities ranged from getting their ears pierced to performing stand-up comedy and even attempting to meet the Mayor of Montreal to introduce him to their secret handshake, which they successfully accomplished^[2]. This initial experiment laid the foundation for what would become their core philosophy of "seeking discomfort" to achieve personal growth and fulfillment.

Evolution and Growth

The channel underwent several transformations in its early years, initially launching as "Generation Y Not" before eventually settling on the "Yes Theory" name^[3]. Their big break came when Snapchat offered them an opportunity to create content professionally, prompting their move from Montreal to Venice Beach, California in 2016^[4]. As of June 2025, Yes Theory has achieved remarkable success with 9.48 million subscribers and over 1.19 billion total video views^[5]. The channel ranks as the #6 travel channel globally and #745 overall in the United States^[5]. Their content strategy focuses on longer-form videos, with an average video length of 35.52 minutes, significantly more than similar channels in their category^[5].

Team Composition and Changes

The Yes Theory team has experienced significant changes over the years. Originally founded by four members, Derin Emre left the group in 2017 when his Turkish visa was suspended, forcing him to return to Canada⁶. Matt Dahlia announced in February 2021 that he would no longer appear regularly in episodes but continues to work on the brand behind the scenes^[3]. He authored the Yes Theory book "Talk to Strangers," published in December 2023⁷. Currently, the primary faces of Yes Theory are Thomas Brag and Ammar Kandil, supported by their longtime editor Thomas "Tommy" Dajer and newer team member Staffan Taylor, whom they describe as their "golden retriever newest recruit" who joined full-time nearly two years ago⁸.

Breakthrough Moments and Media Recognition

Yes Theory gained significant mainstream attention through several high-profile projects and collaborations. One of their most notable achievements was successfully challenging actor Will Smith to bungee jump from a helicopter over the Grand Canyon for his 50th birthday in 2018⁹¹⁰. The event was livestreamed on YouTube and marked a pivotal moment in establishing their credibility as content creators capable of organizing major productions¹¹. The group first gained national media attention in November 2015 with their message of inclusivity following terror attacks in Beirut and Paris, when they organized a silent protest in Montreal's metro system as a sign for peace^[3]. Their content has been praised by media outlets for experiencing foreign cultures "in a fresh and authentic way" and "consistently radiating positivity and promoting living life with an open mind"^[3].

Documentary Work and Filmmaking Excellence

Yes Theory has evolved beyond typical YouTube content to produce feature-length documentaries that have received critical acclaim. Their most ambitious project, "Project Iceman," is a nearly two-hour documentary that follows extreme athlete Anders Hofman as he attempts to become the first person to complete a long-distance triathlon in Antarctica¹². The film won multiple awards, including Best Documentary at the Riviera International Film Festival 2023 and Best Documentary at Rome Independent Film Awards 2023¹³. The documentary was funded through community support rather than traditional Hollywood backing, with 4,212 people from 72 countries contributing to its post-production costs¹². Despite receiving a $1.25 million offer from traditional film companies, director Ammar Kandil chose to maintain creative control and release the film on YouTube for free¹².

Business Operations and Revenue

Yes Theory operates as a comprehensive media company with an estimated annual revenue of $101.2 million and approximately 395 employees¹⁴. The company experienced 44% employee growth in recent reporting periods, indicating significant expansion¹⁴. Their estimated monthly YouTube earnings range from $11.8K to $35.5K based on their current viewership and engagement metrics^[5]. The brand extends beyond YouTube through their "Seek Discomfort" clothing line and lifestyle brand, launched in May 2018¹⁵. This merchandise operation has cultivated a global community of "Seekers" who embrace the philosophy of stepping outside their comfort zones¹⁵. They also operate a second YouTube channel originally called "Yes Theory Plus," later renamed "Seek Discomfort," which has accumulated over 816,000 subscribers^[3].

Content Strategy and Impact

The channel's content revolves around adventure travel, social experiments, and human connection stories that emphasize their "Seek Discomfort" philosophy. Their videos often feature collaborations with strangers, exploration of remote locations, and challenges designed to push personal boundaries^[2]. Recent content includes documentaries about visiting Syria following political changes and philanthropic projects like paying off a taxi driver's debt¹⁶¹⁷. Yes Theory maintains relatively low upload frequency at 0.5 videos per week, but their longer-form content generates substantial engagement with an average of 1.5 million views per video^[5]. Their engagement rate of 3.42% is considered low compared to industry standards, but their focus on meaningful, documentary-style content differentiates them from typical YouTube creators^[5].

Future Vision and Expansion

In 2024, Yes Theory announced plans for significant expansion beyond digital content creation. The team revealed ambitions to create physical spaces and live events that bring their online community together in real-world settings⁸. They describe this as their "1,000 Year Project," emphasizing their long-term commitment to building tools and spaces for people to connect and seek discomfort together⁶. The founders position themselves as protestors against negativity in the modern world, stating their mission is to "stand up for kindness and empathy in a world that is increasingly trying to disconnect us from those values"⁸. They frame their work as searching for light and humanity in unexpected places while celebrating what they call the "cosmic miracle" of shared human existence⁸.