Two major ex-Buzzfeed YouTube channels announced streaming services in the past few months. One announcement received a favorable reception, while the other was the subject of widespread backlash. So what happened?
Last month, Ryan Bergara, Shane Madej, and Steven Lim, the well-loved true crime and ghost-hunting channel Watcher, announced they would be leaving YouTube to start a streaming service. Their popular shows, “Mystery Files” and “Ghost Files,” which were once available for free on YouTube, would now be behind a $5.99/month paywall. They chose this amount because they believe it’s affordable to most.
The public’s negative reaction to this announcement was overwhelming.
Many fans expressed their disappointment and frustration on social media platforms like Twitter and Reddit. Some even went as far as to unsubscribe from Watcher’s YouTube channel.
In fact, the adverse reaction was so strong that the trio walked back this decision just a few days later in an apology video. They will still launch Watcher TV but will also release their episodes on YouTube a few weeks later.
On the other hand, Try Guys Zach Kornfeld and Keith Habersberger announced last week that they’re launching a streaming service called 2nd Try. While they won’t stop posting their content to YouTube, 2nd Try will host new shows with an expanded cast, plus early YouTube releases. Their streaming service costs $4.99/month, with a $3.33/month early-bird discount.
This announcement has received reactions ranging from mild annoyance to high praise. It’s too early to tell how successful 2nd Try will be. But as a fan of both YouTube channels, I can say I’ve subscribed to 2nd Try but haven’t even considered Watcher TV. And a lot of people can say the same.
So why such a big difference? It’s about the streaming service being additive, not subtractive.
If you want your audience to get excited about your new venture, they should feel it will add to their experience. Watcher announced one new show for their streaming service, but most of their marketed content was shows the audience had previously watched for free. So, creating Watcher TV actively took away from the audience’s experience.
The Try Guys aren’t putting any of their current series behind a paywall. Instead, they’re launching new shows with nine new cast members their audience already knows and loves from previous guest appearances. These new shows will cover a wide range of topics, from food to game shows. 2nd Try isn’t taking anything away from fans — it’s just adding new content for those who want to pay for more.
In a world where every penny counts, the price of a streaming service is a significant factor. 2nd Try offers a reasonable price for the value it provides, ensuring your investment is worthwhile. Saying $6 a month is doable for most people is remarkably tone-deaf to the current state of the U.S. economy. The federal minimum wage is $7.25 per hour, so this price amounts to nearly an hour’s worth of work for a low-income person. But you don’t get access to nearly as much content as a streaming giant like Netflix or Hulu.
When you’re living paycheck to paycheck, the last thing you want to do is pay for another streaming service.
At least with 2nd Try, you get the option of not paying and still enjoying the same videos you always have on YouTube.
The amorphous nature of these services, with their constantly changing content and availability, makes many people constantly subscribe and unsubscribe depending on which show is briefly on which platform. A smaller-scale streamer from creators you care about can feel like a better place to put your money than a mega-corporation like Netflix, but only if it doesn’t feel exploitative.
The creators who pioneered this YouTube-to-streaming path are Dropout (formerly College Humor). As a Dropout subscriber, this is the streaming service I feel best about having. It has heartfelt and hilarious series like Dimension 20 and Game Changer, plus you can tell each cast member believes in the company’s mission. Dropout’s successful transition from YouTube to streaming can serve as a model for other content creators.
It seems like 2nd Try is following in Dropout’s footsteps, which is the right move.
The Try Guys’ announcement video even feels reminiscent of Dropout’s 2018 launch. From showing off their extended cast in a humorous way to acknowledging potential naysayers’ perspectives, they hit every talking point. This gives the viewer a sense of confidence in their vision. The similarities in their launch strategies suggest that the Try Guys are following a successful model. 2nd Try is not just a continuation of the original Try Guys channel — it’s a platform for growth and innovation. It’s a journey we’re all excited to be a part of. Watcher, take notes.
Featured image via BM Amaro on Pexels
That’s an insightful comparison between Watcher TV and 2nd Try. It’s clear that the Try Guys’ approach with 2nd Try, focusing on new content without limiting access to existing shows, resonates better with fans looking for added value. It’ll be interesting to see how these strategies play out in the evolving landscape of streaming services!