Cover Hailey Bieber is among the latest mainstream celebrities to launch a YouTube channel (photo: Getty Images)

Just this week, model Hailey Bieber and actor Matthew McConaughey launched their own YouTube channels. The rise and evolution of social media over the past ten years has created a never-before-possible means for celebrities to interact directly with audiences and fans

Over the past 16 years, YouTube has evolved from a video hosting platform to an entire entertainment and social media ecosystem. Its proprietary celebrities—hosts and channels such as PewDiePie, David Dobrik, Mr Beast, Zoella, Miranda Sings, Tana Mongeau, and brothers Logan and Jake Paul—might not carry with them the same level of mainstream name recognition as Hollywood's biggest actors, but to many Millennials and Gen Zs who grew up steeped in a world of personal electronic devices and digital entertainment, these people are megastars.

In fact, many YouTubers have broken out and achieved success and recognition on more traditional platforms: for example, Lilly Singh, who started out as as YouTuber, now hosts a late night talk show on NBC; and Liza Koshy, who achieved fame on Vine before the app was closed down and she launched a career on YouTube, went on to host the pre-show red carpet at the Golden Globes, MTV's TRL, and the revival of Double Dare on Nickelodeon.

However, despite the enormous scale of YouTube and the opportunities it provides its most popular creators, it wasn't until the last few years that we've seen much movement the other way—i.e. traditional mainstream Hollywood celebrities launching individual channels on YouTube. In fact, big names in entertainment are still a little bit thin on the ground on the platform. While some will have their PR teams maintain promotional channels—primarily dedicated to promoting public appearances and upcoming projects—few create and promote custom content designed and produced specifically for YouTube. 

The rise and evolution of social media over the past ten years has created a never-before-possible means for celebrities to interact directly with audiences and fans. Whereas pre-2005, there were very few ways in which a celebrity (or anyone) could build and scale their own creative platform without prohibitive overhead costs, social media and DIY streaming platforms such as YouTube have completely removed barriers to entry, allowing individuals to build their own communities and communicate directly, exactly how they please.

Just this week, model Hailey Bieber and actor Matthew McConaughey launched their own YouTube channels. Bieber's channel will be dedicated to lifestyle videos, conversations with her famous friends, and behind-the-scenes vlogs from her life. McConaughey's is a "destination where I'm going to share who I am and whatnot," he says, as well as life advice. "Hopefully it's going to be all killer, no filler." 

Here are 12 fun YouTube channels to check out, many of which are freshly-launched by some big-name mainstream celebs. Whose channel will you be subscribing to?

Related: Here Are All the Cool New Features Coming to YouTube This Year

Above Hailey Bieber launches a YouTube channel

Dwayne 'The Rock' Johnson's Lifestyle and Entertainment Channel

Naomi Campbell's Lifestyle and Celebrity Interview Channel

Above Naomi Campbell's YouTube channel features lifestyle and wellness advice

Russell Brand's Modern Philosophy and Advice Channel

Above Russell Brand addresses politics, modern philosphy, mental health, and life advice on his YouTube channel

Will Smith's Lifestyle and Vlog Channel

Above Will Smith's YouTube channel features plenty of cameos by his famous family

Matthew McConaughey's New Personal Channel

Above Matthew McConaughey's new YouTube channel features his musings and clips from his television appearances

Paris Hilton's Lifestyle and Vlog Channel

Above Paris Hilton's YouTube channel features casual vlogs as well as more produced entertainment segments

Ryan Reynolds' Skits and Entertainment Channel

Above Ryan Reynolds' YouTube channel runs the gamut from scripted, highly-produced shorts to to-camera sit-down chats

Jason Momoa's Personal and Entertainment Channel

Above Jason Momoa's YouTube channel features behind-the-scenes looks at him on set as well as personal videos

Lana Condor's Lifestyle and Entertainment Channel

Above Lana Condor's YouTube channel features lifestyle videos as well as entertainment content

Shay Mitchell's Entertainment and Vlog Channel

Above Shay Mitchell's YouTube channel features personal and entertainment content

Maisie Williams' Vlog and Entertainment Channel

Above Maisie Williams' YouTube channel feature vlog, travel, and entertainment videos