LadBaby’s Next Big Career Move – Is This the End of Their YouTube Empire?

In the evolving landscape of digital content creation, few figures have captured the public imagination quite like LadBaby. Comprising Mark and Roxanne Hoyle, this British couple transformed everyday parenting antics and a penchant for sausage rolls into a viral phenomenon, culminating in an unprecedented five consecutive Christmas number one singles in the UK. Their journey from relatable bloggers to record-breaking musicians has been nothing short of extraordinary, yet recent developments suggest a potential shift in their career trajectory. We delve into what the future might hold for the beloved duo, exploring whether this marks the conclusion of their YouTube empire or the dawn of new ventures.

My analysis suggests that while their core identity remains rooted in family-friendly digital content, the Hoyles are strategically diversifying their brand, moving beyond the confines of their established YouTube presence. This expansion appears to be driven by a combination of personal growth, professional ambition, and a desire to leverage their massive audience across multiple platforms and mediums.

LadBaby: Personal Details

To provide a comprehensive overview, here are some key personal details about Mark and Roxanne Hoyle, the couple behind the LadBaby brand:

The Evolution of the LadBaby Empire

What began in 2016 as a blog by Mark Hoyle documenting his experiences as a first-time parent, quickly expanded into a YouTube channel featuring life hacks, pranks, and comedy, often starring his wife, Roxanne. Their authentic, humorous, and budget-conscious approach to family life resonated deeply with millions. The “Yes, mate!” catchphrase became synonymous with their brand.

The pinnacle of their YouTube-driven fame arrived with their charity Christmas singles. From 2018 to 2022, LadBaby achieved an unprecedented five consecutive UK Christmas Number Ones, surpassing even the Beatles’ record. These novelty songs, often sausage roll-themed, raised over £1 million for The Trussell Trust, a charity supporting food banks in the UK. This incredible success cemented their place in British popular culture.

However, 2023 marked a significant turning point. LadBaby announced they would not be competing for the Christmas Number One, citing the immense pressure and the desire to pass the baton, as well as the negative online abuse and misconceptions around their charitable earnings that caused Mark to suffer panic attacks. This decision, while understandable, prompted questions about the future direction of their “YouTube empire” and their wider career trajectory.

New Plans and Ventures Beyond YouTube

While the cessation of their Christmas single streak might suggest a scaling back, the reality points towards strategic expansion and diversification. Mark and Roxanne Hoyle have been actively exploring and launching new ventures, moving their brand into different entertainment and consumer product sectors.

• Books: Their foray into publishing has been successful. They released a parenting book, “Parenting for £1… And Other Baby Budget Hacks,” in 2019. More notably, they branched into children’s literature with the “Greg the Sausage Roll” series, which became a Sunday Times Best Seller. The series has since expanded to seven books, including a World Book Day exclusive in 2024.
• Podcast: In 2023, LadBaby launched their debut podcast, “Live, Laugh, Love,” which quickly ascended to the top of the UK podcast charts, achieving the No. 1 spot across all categories. The podcast, now in its second season, features their comedic and positive approach to life.
• Autobiography: In 2024, Mark and Roxanne released their autobiography, “Ladbaby Biography: The Journey Of Mark & Roxanne Hoyle, Our Favorite Social Media Couple” which offers an unfiltered account of their rise to fame, detailing challenges such as dyslexia, music industry rejection, and dealing with online trolling and death threats.
• Board Game: 2024 also saw their entry into the toy industry with their family board game, ‘Sausage Roll!’ designed to encourage family time through silly challenges.
• Collaborations: Beyond their charity singles with stars like Ed Sheeran and Elton John, they’ve engaged in significant brand partnerships, including creating their own Walkers crisps flavor, making sausage roll gummies with Haribo, and launching a Christmas Dinner pie with Pukka Pie. They’ve also worked with McDonald’s and Disney.
• Hosting Duties: In October 2025, LadBaby joined other social media sensations to co-host the Pride of Britain Awards, a shift towards mainstream television appearances and celebrating real-life heroes.

Personal Life Details and Marriage

At the core of the LadBaby brand is the authentic and often humorous dynamic between Mark and Roxanne. They eloped to Las Vegas in May 2015, a playful and spontaneous beginning to their marriage. They reside in Nottingham with their two sons, Phoenix Forest (born 2016) and Kobe Notts (born 2018), whose middle names are tributes to their hometown and Nottingham Forest F.C..

Their relationship, despite public scrutiny and the pressures of fame, appears to remain strong. Roxanne recently celebrated their 10-year wedding anniversary in 2025, highlighting their “divide and conquer” approach to balancing family, work, and personal time. They often share glimpses of their home life, including playful pranks on each other, which continue to be a staple of their content. This genuine portrayal of family life, including its challenges and joys, has been a significant factor in their relatability and sustained audience engagement.

Roxanne’s Transformation

Roxanne Hoyle, also known as LadBaby Mum, has garnered significant attention for her personal transformation, particularly her weight loss journey. Over the past few years, she has openly shared her commitment to a healthier lifestyle, inspiring many of her followers. Her transformation is attributed to a combination of regular exercise, including treadmill sessions that incorporate running, walking, and dancing, alongside a balanced diet with reduced sugar and increased fiber intake.

Roxanne emphasizes the importance of mental focus, setting realistic goals, and building a supportive environment. Her husband, Mark, has been a supportive partner in this journey, and together they’ve embraced a healthier way of life, stressing both physical and mental well-being. This public sharing of her journey has resonated with a broad audience, particularly women, who appreciate her authenticity and vulnerability in navigating body image and self-love in the digital age. She stated in a June 2025 interview that turning 40 in 2024 and her children being in school provided her with more time to focus on feeling stronger and having more energy. Her appearance at events like the Pride of Britain Awards has often drawn comments on her confident and transformed look.

Is This the End of Their YouTube Empire?

While the intensity of their Christmas chart campaigns has waned, describing this period as “the end of their YouTube empire” would be an oversimplification. Instead, it appears to be a natural evolution, a strategic broadening of their brand’s reach rather than a contraction. Their YouTube channels, LadBaby and LadBaby & Sons, remain active, with content continually being uploaded, showcasing family life, challenges, and pranks. As of October 2025, their main LadBaby channel boasts over 1.1 million subscribers and monthly estimated earnings still in the thousands.

The shift from an exclusive focus on viral novelty songs to a diverse portfolio encompassing books, podcasts, board games, and mainstream media appearances demonstrates a shrewd understanding of long-term brand building. By leveraging their established online audience, they are creating multiple revenue streams and expanding their influence across various platforms. The move away from the intense pressure of the Christmas number one race allows them to allocate their creative energy to these new ventures, potentially securing a more sustainable and less volatile future for the LadBaby brand.

Conclusion

The journey of LadBaby from a parenting blog to a multi-platform entertainment brand underscores the dynamic nature of digital stardom. Far from signaling the end of their influence, the shift in LadBaby’s career trajectory represents a strategic evolution. By diversifying into publishing, podcasting, board games, and mainstream hosting opportunities, Mark and Roxanne Hoyle are transforming their YouTube empire into a broader, more resilient media presence. Their continued authenticity, coupled with an astute understanding of their audience and a commitment to charitable causes, suggests that while the format of their success may change, their impact on the cultural landscape is likely to endure.