Yes, it's serious money. There's one guy who owns his own production company here in the PNW; employees, commercial property rental; he makes videos basically of him and his friends hanging out, fooling around "in character" within the Minecraft game environment. Gets 20k views within hours of an episode release. He's a millionaire now.
Some things happening these days I just dont get - like "people daft enough to watch". And I suppose at my age, I'm not supposed to. I think the shop owner has got the "episode" schtick / formula down. Who knows what the income ratio is between 'tube earnings and actual shop equipment sales.