The Try Guys, a prominent YouTube creator group, have taken a bold step to break free from the constraints of Google’s algorithms and ad revenue volatility by launching their own streaming platform, 2nd Try. The move is already proving fruitful as the group transitions towards a more stable income model.
Historically, brand partnerships and sponsored content have been the lifeblood of online creators, but the unpredictable nature of algorithm-driven platforms has led some to seek alternative revenue streams. Zach Kornfeld, a co-founder of The Try Guys, shared with CNBC, “Dependence on ads is unstable and unpredictable. We've felt that firsthand. It forces creators to constantly chase optimization at the expense of their audience’s best interests.”
With concerns mounting over potential TikTok bans that could threaten billions in annual revenue for businesses and YouTube's slowing ad growth, creators are increasingly turning to subscription models for more reliable income. The Try Guys, with over 8 million YouTube subscribers and 2.7 billion views, launched 2nd Try in May. For around $5 a month, fans gain access to ad-free, exclusive content. The early results are promising, with the company on track to achieve profitability within months of launching.
Other creators are following suit. Channels like Watcher Entertainment and Dropout have also introduced subscription-based services to mitigate the instability of social media algorithms. These algorithms often prioritize content that generates engagement, which can pressure creators to produce content designed to please the algorithm rather than their audience.
Keith Habersberger, another co-founder, expressed satisfaction with the initial success of 2nd Try. “We’re thrilled with our progress so far, but our goal is not just to hit a number; it’s to continue growing and learning,” he said.
Patreon founder Jack Conte also notes the shift towards subscription models. “Creators are seeking more stability and direct connections with their fans, moving away from unreliable ad revenue,” he said.
The Try Guys initially gained fame with BuzzFeed before launching their independent venture in 2018. However, a scandal in 2022, involving a co-founder’s affair, significantly impacted their brand and financial stability. Kornfeld reflected, “For nearly two years, our company operated at a loss. It cost more to produce content than we earned from YouTube.”
Today, 2nd Try represents about 20% of The Try Guys' total revenue. While they will maintain their YouTube presence, the focus is on growing 2nd Try alongside merchandise sales and live events. By diversifying their revenue streams, The Try Guys are positioning themselves for long-term success, even in an unpredictable digital landscape.
