Of all the great automotive YouTuber’s out there at the moment, Doug Demuro is easily one of the most interesting to me. Not only because he produces such amazing content, but because of how massively successful he has become doing simple car reviews.
With no fancy editing techniques, catchy music, or even a wardrobe fitting of a man his age, he’s rocketed to the top and is arguably the best automotive reviewer on YouTube at the time of this writing. He’s gotta be making money. What exactly is Doug Demuro’s net worth? Well, I’m glad you asked:
Doug Demuro’s net worth is:
Based on all of his assets and active projects, I estimate Doug Demuro’s income to be roughly $70,000/mo. His total net worth is at least $3.2 million based on the value of his YouTube channel, real estate, business holdings, and cars.
Calculating the value of his YouTube channel
The general rule of thumb when it comes to YouTube and ad revenue is that 1000 views equals one US dollar to the creator. Now, I run several YouTube channels at the moment (3 of which are monetized) and I know that different genres content have different levels of ad rates.
For example, one of my other channels is about a very specific travel topic which earns slightly more revenue than I earn on the DriveAndReview YouTube channel. One of my other channels, which is about entrepreneurship, earns double that of my travel channel with the same amount of views.
That being said, the “1 dollar per 1000 views” rule of thumb is sort of correct. Kind of, but not really. It’s complicated. But for the sake of argument, let’s just go with it as we try to calculate Doug Demuro’s net worth.
Having a look at the view count for all of Doug’s videos of the last six months reveals that the average number of years per video is 1.42 million views. As I said earlier, that’s just insane. I am simply astounded that Doug can do it while just standing in front of a car and talking about it. But that’s a topic for another post…
1,420,000 divided by 1000 is 1400. And if we can all agree that YouTube ad revenue pays one dollar per 1000 views (on average), that equals $1400 per video. Again, not too shabby for a guy who stands in front of cars and talks about them.
Digging a little bit deeper, Social Blade reveals that Doug’s videos produce nearly 938,834 views per day. Applying the same math that we used above, that comes out to (roughly) $1000 a day in ad revenue. That’s likely quite low compared to what other YouTubers have claimed to be making, so let’s double it to $2000 a day. Are you feeling stupid for working a full-time job that you hate? Doug is definitely living the dream, that’s for dang sure.
So what can we make of all this? It’s obvious that the Doug Demuro YouTube channel is extremely valuable, and it’s clearly the bulk of his monthly income. There’s no real way to put an exact value on a YouTube channel, but for the sake of argument (and based on the number of views gets on a daily basis) he could easily sell it four $2 million out right. Of course the channel is useless without him, but if a company simply wants to buy his content, that’s what they’re going to have to pay. At least.
How much make with CarsAndBids.com?
CarsAndbids.com is Doug’s largest (and most profitable) project outside of YouTube. Launched in early 2020, it’s an auction-based marketplace for automotive enthusiasts. And it’s doing quite well.
Full disclosure here: I’m going to be pulling numbers completely out of my butt for this section, because the only people that know how much Doug Demuro is with his CarsAndBids website is Doug Demuro and his business partners. OK, his wife surely knows as well, but the point is that the only way to calculate this is going to be based on what I know about the e-commerce industry as a whole.
Launching an e-commerce website takes a lot of start-up capital. Running takes money as well, with overhead costs such as website hosting, employees, and general maintenance.
What we know about CarsAndBids:
- It wasn’t just Doug’s idea. He has business partners.
- Doug is the face of the brand (marketing). His partners actually run the site (development).
- Sellers must pay a fee to sell a car on the site. This money then gets divided between the partners.
- The site is doing well (an assumption based on how many cars have been selling)
Based on the above information, and what I know about web development, I’d wager that Doug makes approximately $10,000/mo being a part of this. It’s just a hunch, but I’m sticking to it.
Calculating the value of Doug Demuro’s other assets
OK, we’ve already established that Doug is making a killing on YouTube – and that his Cars and Bids side hustle is a nice source of income as well. What about other assets that we can use to calculate his net worth? This is admittedly a really fuzzy area, but he has revealed some things in the past which will make calculating his total net worth a little bit easier.
Doug has been moving up and down the East Coast for as long as I can remember, and he has shown his homes at various times in videos in the past. Those who know Doug will know that he’s very modest guy (I mean, look at his wardrobe for crying out loud) – his homes were always simple but nice. And in really nice areas too.
Considering that Doug is solidly in his mid-30s and that he’s been successful for so many years, it’s safe to assume that he’s been a home owner paying a mortgage for quite some time. He’s been building equity for a while no doubt.
To make things even more interesting, Doug and his wife moved to San Diego in late 2017. As a San Diegan myself, I know for a fact how expensive it is to live here. And considering that Doug mentioned that he still has a home on the East Coast (which can’t be cheap to maintain), it’s safe to assume that his real estate portfolio is valued at $500,000-$1,000,000. At least.
Again, these numbers are assumptions just based on his age, the time that he’s been making good money, and what he has publicly revealed in the past.
OK, this is probably the easiest category to help calculate Doug Demuro’s net worth. Longtime followers of Doug’s content will know that one of the ways he became so popular was by purchasing fun cars, making some fun videos with them, and then selling them for roughly the same amount of money that he paid for it. He did this over and over for many years, and it was quality entertaining content.
The cars were always purchased in cash, and Doug made it a point to stick to used cars that had already depreciated and wouldn’t lose any more value during his ownership. The Range Rover, the Ferrari 348, the Viper – they were all were incredibly wise purchases that essentially cost Doug nothing while he owned them. He’s a smart guy!
Well, mostly. Making a conscious decision to purchase and daily drive British cars such as Range Rovers and Aston Martins requires a certain amount of deep-rooted sickness, which Doug certainly has. He is a diehard car guy through and through.
Anyway, calculating Doug Demuro‘s net worth as it pertains to cars is (as I said) easy. In late 2018, Doug purchased the most expensive car in his personal history: A 2005 Ford GT. Add a cost of over $400,000, Doug made it explicitly clear that it was one of the biggest and most scariest decisions of his entire life. But there you have. We know very clearly that he has over $400,000 invested in cars at the moment.
Of course he and his wife have daily drivers, and he also still owns the Range Rover (among other vehicles), but for the sake of argument let’s just say that his total car portfolio at the moment is roughly $430,000.
At the time of this writing, I’m not aware of any other income-producing activities that Doug has going on besides YouTube and Cars and Bids.
He has written several books in the past which seem to be doing well on Amazon, but as a book writer myself, I know that books never generate a ton of money. Unless you are a big-time best-selling author of course, but for regular people it never really amounts to much. So let’s not even include that in this calculation of Doug’s net worth.
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- Automotive writer Doug DeMuro is sharing his stories. In “Plays With Cars,” the former Porsche manager covers some of his most ridiculous decisions, like buying an old Land Rover sight unseen, taking a Mercedes AMG station wagon to a rural Georgia dragstrip, and roadtripping across the United States in a Lotus Elise without air conditioning.
- He’s also reviewed his former cars, which range from a Mercedes G-wagen to a Nissan Cube. Most importantly, he wrote this entire description himself in the third person.
Prices pulled from the Amazon Product Advertising API on:
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.
Tallying it all up
As an automotive blogger who was never better than a C student in math while in school, calculating numbers that reach into the millions is something that gives me heartburn. However, using all of the data that I outlined above, it’s not all that difficult to calculate the total net worth of Doug and all of his assets.
What does get a little bit sticky is trying to add in all of the monthly revenue that he’s earning well. This is mostly because there is a little bit of overlap there and I’m not really sure how to separate monthly income from hard assets. I’m just going to break out both his net worth and monthly revenue separately, and let you come up with a conclusion of your own:
YouTube channel value: $2,000,000
Real estate assets: $750,000
CarsAndBids.com worth (at least the value of his portion): $50,000
Monthly income (estimated): $70,000
Doug Demuro’s total net worth: $3,230,000 (not including monthly income)
If there’s anything to be learned about calculating the total net worth of Doug Demuro, it’s that there’s a lot to be said for pursuing your dreams. Long time fans of Doug will know that he quit a high-profile job at Porsche cars of North America in Atlanta early in his career so that he could follow his passion and write about cars.
To any sane car guy or girl who has a dream to work the automotive industry, that probably seems asinine and downright crazy. But look where that led him to where he is today…
Doug’s net worth is a lot more than dollar signs and decimal points. It was his book called “Plays with Cars” (available on Amazon) that introduced me to this quirky and entertaining guy and inspired me to pursue my own passions in the automotive world.
As a matter of fact, that’s how DriveAndReview.com started way back in 2011. I stumbled across that little yellow book on Amazon one afternoon, read it over a span of 24 hours, and was instantly inspired to get off my butt and start a blog.
Of course Doug has achieved a level of success that very few automotive bloggers can ever dream of achieving, but the fact that he did it is incredibly inspiring and it shows what’s possible. Even if you don’t have a wardrobe fancy enough for video.
No, he clearly said in his Ford GT video that he bought at the low end of the spectrum, which he stated as $200K. Not $400K.