Yes Theory is a Canadian digital media brand and YouTube channel, launched in 2015, by Thomas Brag, Ammar Kandil, and Matt Dahlia (formerly Matt Dajer). Derin Emre was also a co-founder but left in 2017. Their content, which includes adventure videos and documentaries, revolves around the philosophy of "Seek Discomfort," encouraging individuals to step outside their comfort zones. As of December 2025, Yes Theory has amassed 9.78 million subscribers and over 1.21 billion views on their primary YouTube channel.
The group began with "Project 30," a challenge to undertake 30 new experiences in 30 days. Over time, the group transitioned from being called Generation Y Not, before finally settling on the name Yes Theory. Besides their YouTube presence, Yes Theory has cultivated a global community known as the "1,000 Year Project," which aims to foster connections through various tools, events, and inspirational media. They also have a clothing line branded with their "Seek Discomfort" motto. In 2018, Yes Theory orchestrated a viral stunt involving Justin Bieber appearing to eat a burrito sideways and challenged Will Smith to bungee jump from a helicopter over the Grand Canyon, which Smith accepted.
