The Try Guys Ditch YouTube Ads for Subscription Service, 2nd Try, and It’s Already Paying Off
The Try Guys, one of YouTube’s most established creator groups, are bucking the trend of relying solely on advertising revenue from platforms like YouTube. They’ve launched their own subscription-based streaming service called 2nd Try, and it’s already proving to be a profitable move. This shift comes as creators face increasing uncertainty and instability in the digital advertising landscape, with platforms like YouTube and TikTok seeing slower ad growth and potential regulatory threats.
Key Takeaways:
- The Try Guys are moving away from the unpredictable nature of algorithm-driven platforms and advertising revenue, opting for a subscription model to generate a more stable income.
- Their new streaming service, 2nd Try, has seen success in its first three months, with the company on track to reach profitability.
- This move reflects a growing trend among creators who are seeking more sustainable income sources by directly connecting with their most dedicated fans through subscription services.
Why the Try Guys Are Ditching YouTube Ads
The Try Guys, known for their comedic, experimental, and sometimes wacky videos, have experienced firsthand the challenges of relying on advertising revenue. Co-founder Zach Kornfeld highlights the unpredictability and instability of this model. "Having a business that is reliant on ads is very unstable," he says. "There’s just so much that’s out of your control, and we certainly experienced the worst of that. It’s tenuous at best. Corrosive and explosive at worst."
The Try Guys are not alone. The potential ban of TikTok in the US, a platform that generates nearly $15 billion annually for small and medium businesses, and slowing ad revenue growth on YouTube are major factors driving creators to explore alternative revenue streams.
The Rise of Subscription Services
Subscription services like Patreon have already emerged as a valuable tool for creators to connect with their most loyal fans, bypassing algorithms and gaining greater control over their income. The Try Guys’ 2nd Try platform follows a similar model, offering exclusive content and an ad-free experience for a monthly subscription fee.
Other YouTube creators are also adopting this model, with Watcher Entertainment and Dropout launching their own subscription-based streaming services. This shift indicates a growing desire for creators to escape the constraints of platform algorithms and generate a more stable income stream.
A Shift in Strategy for a Stable Future
The Try Guys’ decision to launch 2nd Try comes after a difficult period for the group. Following a public scandal in 2022 involving one of their co-founders, their brand image was damaged, and the company suffered substantial financial losses.
Now, with 2nd Try contributing about 20% of the company’s total revenue, the Try Guys are prioritizing its growth. While advertising revenue will remain a part of their business model, the focus is on building a strong foundation for 2nd Try as their primary income stream.
The success of 2nd Try highlights a potential future for content creators, one where they can bypass the unpredictable nature of algorithms and advertising and build a more direct and stable relationship with their audience. As the digital landscape continues to evolve, creators like The Try Guys are leading the way in exploring innovative business models that offer greater control and autonomy.
