A Global Shlichus Born in Crown Heights: Chabad of YouTube
Chabad of YouTube — led by Yoni and Rivky Katz together with renowned educator Rabbi Manis Friedman — has launched a global Charidy campaign to bring a bold Chassidic message to the world: “God needs you more than you need Him.”
Over the past year, Chabad of YouTube has quietly become a major force in Jewish digital outreach, amassing over 40,000 subscribers across platforms and collaborating with some of the biggest names in online media. The Katzes have worked directly with top YouTubers including Tyler Oliveira (≈ 8.5 M subs), Peter Santenello (≈ 4.1 M subs), and Ruhi Çenet (≈ 16 M subs), creating conversations about Yiddishkeit and meaning that have reached millions of viewers.
Their work has also caught the attention of major media outlets. CNN and VICE have recently featured their efforts, and the team is currently in active development with filmmakers who produce for HBO and PBS on a forthcoming documentary exploring the life and global impact of the Lubavitcher Rebbe.
For many in Crown Heights, the initiative has become a point of pride — a reminder that the Rebbe’s message continues to reach the world in new and unprecedented ways.
With Rabbi Manis Friedman — the most-watched rabbi on YouTube — as their lead teacher and collaborator, the Katzes are now seeking to expand their reach, offering weekly learning opportunities, high-level production content, and a digital community built around authentic Chassidus.
“People are starving for something real,” says Yoni Katz. “The Rebbe taught that every Jew matters, every action matters, and the world is waiting for us. When people hear that God needs them, it transforms their sense of purpose.”
Rivky Katz adds, “Our mission is to bring the warmth, clarity, and depth of Chassidus to people who would never otherwise encounter it — whether through a farbrengen, a podcast, or a viral YouTube video.”
The campaign invites the community to take part in elevating Jewish digital content and supporting a movement that is reaching Jews far beyond traditional spaces.
