Is it a majority stake? In the video, he makes it sound like they're co-owners... which says nothing, and the "our brands" wording is also common as a hyperbole.

If they earn money from pushing quality content, adding similar channels, adding Patreon financing, backer-only specials, merchandising, placing content on other platforms... "the other shoe" could be simply making a profit.

Whether Electrify will eventually sell out in turn, is a separate question.