Ukrainian child YouTuber, born around 2014. The face of "Kids Diana Show", YouTube's sixth-most followed channel with more than 135m subscribers, behind only MrBeast, two Bollywood brands and a couple of other children's shows. With 20 sister channels in languages from Arabic to Vietnamese, her YouTube empire claims more than 10bn views per month.
Diana's parents, Olena and Volodymyr, started using YouTube to share home videos from Kyiv when she was a year old. The first video shows her sitting in a buggy, trying to eat a leaf. Her parents' backgrounds in computer programming and marketing proved a useful foundation as the channel grew. In 2018 they switched the main language from Russian to English and left Ukraine, first for Miami and then for Dubai (the United Arab Emirates), where they have lived since. Diana has not returned to Ukraine since Russia's invasion in 2022.
The main channel is estimated to make around $10m a year from advertising after YouTube takes its 45% cut, plus additional revenue from brand tie-ins. Videos take up to four months to produce, and the family employs set designers, crew, writers and actors. They have built several filming locations in Dubai. Diana's brothers—aged 12, four and two as of mid-2025—also appear in videos.
"Trust me": Translation of the Latin "caveat emptor."