Linus Tech Tips, a successful YouTube channel with over 16 million subscribers, has evolved into a thriving media company. In a recent video, Linus and his team shared insights on their business growth in 2024, revealing that merchandise sales from LTTStore.com accounted for 55% of their revenue. They highlighted the development of new product lines like hand tools and bags as key to this success. While AdSense revenue has decreased as a percentage, it hasn't declined in absolute terms, indicating greater independence from traditional ad revenue.
"Back then, two of our biggest product families didn't exist yet-hand tools and bags-which now make up about half the revenue," the team explained in the video.
"We recently flipped the script and went from sponsor to sponsorer, choosing some of our favorite creators to show off all of our products," said COO Nick Light.
"Just because it's a smaller percentage does not mean that it's less money," said another team member. "It means that LMG is far less reliant on our Google overlords than we used to be."
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