I think it's very different. In your example the parents own a business, in the case of YouTube gymnasts, the kids ARE the business, and their gymnastics specifically. Every video is tantamount to a paid advertisement for that business.
I think the problem is the system. The ability to qualify for a scholarship and the ability to qualify to participate in sport altogether should be entirely separate. Simone Biles, for example, shouldn't be eligible for a scholarship, but she should be no less able to compete than Madison or Kyla. I think the whole system is wrong.