2nd Try showed an early sign of traction, but the available figures do not establish whether the subscription strategy is profitable—or how it is performing in 2026. In September 2024, The Try Guys said subscriptions to the service accounted for 20% of company revenue about three months after launch, according to TechCrunch. That was a company-reported share of revenue at a particular point in time, not a measure of profit or a current performance update.
What did The Try Guys mean when they said 2nd Try was working?
The September 2024 figure was an early indicator that viewers were paying for the company’s direct-to-consumer service. TechCrunch reported that subscriptions made up 20% of The Try Guys’ revenue when 2nd Try was about three months old. The figure was attributed to the company; it was not presented as an independently audited result.
The timing matters. A share of revenue says how much of the company’s reported revenue came from subscriptions, not how much money remained after production, platform, marketing, and other costs. The 20% figure therefore does not by itself show that 2nd Try was profitable or that the company had become less dependent on other income, including YouTube advertising.
Why did the company launch a subscription service?
The founders described 2nd Try as a response to the economics of making the shows their audience wanted. Zach Kornfeld told CNBC, in a statement reproduced by TechCrunch, “We got to a point where it cost more money for us to make the shows our audience loved than we got in from YouTube.” That explains the company’s stated motivation; it is not independently audited financial data.
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The subscription model was intended to create a direct relationship with viewers and help sustain production. In an October 2024 Fast Company interview, Kornfeld and Keith Habersberger described a strategy that paired YouTube’s reach with paid programming rather than treating the subscription service as a complete YouTube replacement. Habersberger said the company still needed YouTube as its big platform. Kornfeld described keeping established shows viewers had followed for years while using new shows and seasons to encourage people to try the paid service.
What early audience signals did the founders cite?
In the same interview, Kornfeld said that three of the five most-watched 2nd Try episodes at the time came from the new show Escape the Kitchen, and that Trolley Problems had five episodes in the top ten. These were the founders’ descriptions of viewing rankings roughly three months after launch. They offer a glimpse of early programming interest, but they are not independently audited rankings or evidence of current viewing.
How does 2nd Try differ from YouTube?
| Channel | Role described by the company and founders |
|---|---|
| YouTube | A major platform for audience reach and advertising revenue; the founders said they planned to continue using it. |
| 2nd Try | A paid service offering subscriber access to exclusive programming and a direct relationship with viewers. |
The official 2nd Try site presents the service as a catalog of older and new shows, exclusive series, ad-free viewing, and streaming on devices. Its catalog lists programs including Trolley Problems, Escape the Kitchen, Smoke Show, New Guy Tries, and Eat the Menu, alongside aftershows and live programming. The catalog can change, and its contents describe the product—not its subscriber count or financial results.
The company’s About page likewise describes a move beyond YouTube and positions 2nd Try as a home for exclusive shows and early access. Those descriptions establish the intended offering, not the size or success of the business.
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How much does 2nd Try cost?
Fast Company reported launch-era pricing of $5 per month or $50 per year in October 2024. Those are historical prices, not verified current checkout terms. The reviewed official 2nd Try page describes the service but does not state a current price, so check its checkout page for the amount and billing terms before subscribing.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Does the 20% figure prove the strategy is profitable now?
No. TechCrunch reported that The Try Guys said the company was on track to reach profitability and that Kornfeld considered the service to be exceeding expectations. Those were company claims and an expectation in September 2024—not confirmation that the company was already profitable. Revenue share and profitability answer different questions: the former concerns where revenue came from, while the latter depends on costs as well as revenue.
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The available official product pages describe 2nd Try’s positioning and programming, but do not establish current subscriber numbers, revenue share, or profitability. The September 2024 figure should be read as an early historical signal, not as evidence of the service’s financial performance in 2026.
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