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Finland's top-earning YouTuber pulls in more than €230k 

A group of young people in Finland are striking gold through social media niches.

Tubettaja
Finnish highest-earning YouTuber last year, Lauri Puttonen, mostly makes unboxing videos under the alias TheRelaxingEnd. One of his trademarks is that he does not reveal his face. File photo from 2016. Image: Jyrki Lyytikkä / Yle

The number of Finnish social media bloggers, influencers and YouTubers earning significant sums of money is growing, according to recently published tax and income records.

Lauri Puttonen, who started his YouTube career a few years ago when he was unemployed, was again Finland's highest earner on the social media video platform in 2019, pulling in more than 230,000 euros.

Puttonen's YouTube channel (and nickname), The Relaxing End, has more than 6.5 million subscribers and focuses on unboxing video game consoles and devices. His most-watched video featured his white-gloved hand, unboxing a Minecraft-themed Xbox unit.

The second-biggest Finnish social media earner this year was 32-year-old lifestyle blogger Natalia Salmela, earning just over 169,000 euros for her White Trash Disease blog.

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natalia salmela
Natalia Salmela Image: Tiina Leinonen

Meanwhile, 26-year-old Janne Naakka who makes YouTube clips, posts on Instagram and podcasts using the handle "NaaG," earned the third-most from social media, including paid promotions, bringing in just over 131,000 euros.

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Janne Naakka puuteroi ohimoa.
Among other topics, Janne Naakka posts videos on make-up tips. Image: Petteri Juuti / Yle

It was the first year that Naakka broke the Tax Administration's 100,000 euro threshold for publication of income, and this year's increase could be explained by the fact that accepting free products and services should be declared to tax authorities.

Singer and actor Tuure Boelius is also a YouTuber with more than 150,000 subscribers and earned nearly 126,000 euros, also breaking the 100,000 euro barrier for the first time in 2019.

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Tuure Boelius
Tuure Boelius. Image: Mikko Ahmajärvi / Yle

Miisa Rotola-Pukkila's "mmiisas" YouTube channel helped her pull in more than 119,000 euros last year. She was also chosen as 2019's influencer of the year at Finland's first YouTube awards gala.

Miisa Rotola-Pukkila
Miisa Rotola-Pukkila. Image: Tiina Jutila / Yle

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