Watcher’s Blunder vs Try Guys’ Success: The Tale of Two Vastly Different Launches

Context:

• Creators struggle with aging audiences, reliance on inconsistent monetization methods, and the challenge of asking for payment for previously free content.
• Watcher’s independent subscription service launch flopped due to self-centered marketing and a lack of fresh content, leaving users let down and angry.
• The Try Guys' subscription services focused on audience-first content, addressed algorithm sturggles transparently, and delivered shows built for depth and connection over clicks.

The Problem:

• Creators face challenges with an aging viewer base and an overreliance on YouTube ads, sponsorships, and inconsistent demonetization penalties.
• Finding alternative revenue streams is necessary to sustain content creation and avoid reliance on algorithms.
• Asking audiences to pay for content they have previously received for free poses a significant obstacle.

What Watcher Did Wrong:

• In their launch video, they assumed affordability without audience insight, framing $72/year as "affordable" despite previous free access and existing Patreon tiers ($5-$25/month).
• Focused on self-celebration rather than communicating the tangible value of subscribing, overlooking customer expectations.
• Launched without new content, relying on promises that felt "corny and disingenuous," eroding trust.

Try Guys Announcement:

• Prioritized audience connection by creating content they loved and their fans valued, openly addressing challenges with YouTube guidelines and algorithms.
• Combined major announcements—new platform, new cast members, new shows, and Eugene’s exit—while reinforcing their brand narrative and fan-first approach.
• Successfully repositioned after setbacks ("The Ned Incident"), maintaining trust with a pivot toward depth and quality, leveraging new formats that excelled outside traditional YouTube metrics.
• Most creators prioritize thumbnails and titles first to appeal to the algorithm, but Try Guys rejected this approach to focus on new series and shows they enjoyed making.
• They emphasized making content they loved and knew their audience would appreciate, rather than optimizing solely for clicks. For example, their top shows are Escape the Kitchen and Trolly Problems on 2nd Try, but these are also the worst performers on YouTube.
• This deliberate shift positioned them as creators prioritizing depth and connection over algorithmic success.

Results:

• Watcher faced backlash from both its community and mainstream media, while Try Guys' community fully embraced their launch.
• Watcher struggled with low signup numbers and took a year to recover its original audience size.
• Watcher’s PR efforts and damage control diverted resources, causing production delays for key shows.
• Revenue from Try Guys' 2nd Try platform now accounts for 20% of total sales and continues to grow.

Key Insights:

• Add value to your service by offering something new, rather than taking away what was already free.
• Don't assume everyone can afford your content. Keep supporting your loyal audience while offering extra rewards for those who can contribute financially.
• Moving a free service behind a paywall risks alienating and betraying your most loyal fans.
• Meet your audience where they are with unique, valuable content that resonates deeply. Width vs Depth.
• Embrace the algorithm game, or if it’s not your strength, focus on diversifying your revenue streams.

‍