Rooster Teeth, the renowned production company headquartered in Austin, Texas, has made a bold move by shifting its content from YouTube to its own website. While this decision aims to bolster revenue, it also opens up new possibilities for creating and delivering more engaging content to its audience. Showrunner Kerry Shawcross candidly expressed, “YouTube revenue is just not cutting it for us anymore.” This statement underscores the company’s need for a new approach that maximizes its earning potential and gives them greater control over their content.
Shawcross highlights an essential aspect that motivates Rooster Teeth’s transition—the value obtained from monetizing their content independently. According to him, watching a video on the Rooster Teeth website with an ad brings “five to ten times more value” to the company compared to a view on YouTube. This significant discrepancy in value realization necessitated a reevaluation of their presence on YouTube, prompting them to explore alternative avenues for hosting their extensive catalog.
Amidst this momentous change, it is vital to acknowledge Rooster Teeth’s rich history as it celebrates its 20th anniversary. Established in 2003, the company quickly gained recognition for its groundbreaking web series, Red vs. Blue, which holds the distinction of being the third-longest running episodic web series of all time. Over the years, Rooster Teeth has expanded its content library and established itself as a creative force in the realm of online entertainment.
Rooster Teeth’s streaming shows, such as Camp Camp, have captivated audiences worldwide with their unique blend of humor and storytelling. By diversifying their content offerings, the company has cultivated a dedicated fan base increasingly hungry for their creative output. In addition to their web series success, Rooster Teeth ventured into the world of feature films with Lazer Team, further broadening their reach and appealing to a wider audience.
Unlocking Exclusive Benefits with FIRST
To capitalize on its devoted fan base and increase revenue streams, Rooster Teeth introduced a subscription service called FIRST. The FIRST membership model offers exclusive access to content before the general public, along with discounts on merchandise from their store. This strategic move not only rewards loyal viewers but also generates a steady income stream to fund their ambitious content creation plans.
As of September 2021, Rooster Teeth’s primary YouTube channel boasted an impressive 9.18 million subscribers, amassing over 6 billion video views. This large and dedicated subscriber base indicates the immense potential for further growth and the opportunity to maintain a strong connection with their audience as they transition to their own website. By nurturing their existing fan base and delivering exceptional content experiences, Rooster Teeth can thrive independently, unencumbered by the limitations and challenges of content distribution on YouTube.
Rooster Teeth’s decision to migrate its content from YouTube to its own website marks a significant turning point for the company. By leveraging its rich history, diversifying its content offerings, and implementing new revenue models like FIRST, Rooster Teeth is poised to forge a brighter future. This strategic shift sets the stage for them to create, deliver, and monetize content in a way that better serves their audience and enhances their ability to bring their creative visions to life.