Recently, fans of Rooster Teeth have noticed that some of the entertainment company’s biggest shows have been disappearing from YouTube. On October 5, Rooster Teeth showrunner Kerry Shawcross provided the rationale behind that decision: In hopes of increasing its revenue, the company is turning some of its top draws into website exclusives.
The content that will be exclusively available through Rooster Teeth’s official hub includes two animated shows: Camp Camp and Red vs. Blue. The latter program, which dates back to 2003, is the longest-running web series in internet history. It is set to begin its 19th season later in 2023.
Those animated hits were previously available on multiple platforms, including YouTube, where Rooster Teeth counts more than nine million subscribers on its primary channel. But Shawcross explained that “YouTube revenue just isn’t cutting it for us anymore,” necessitating a focus on the company’s website. “We know that it’s frustrating for some of you, but it’s just the reality of what we need to do,” Shawcross said. “Animation is hard and expensive.”
Moving Rooster Teeth originals to the company’s website creates multiple moneymaking opportunities. Shawcross explained that ads on the Rooster Teeth website generate five to ten times as much revenue for the company compared to ads on YouTube. An emphasis on website viewership could also drive more traffic to FIRST, the paid subscription service that adopted its current name in 2016.
Rooster Teeth’s financial and organizational woes have been well-documented. In 2022 — when the company was already grappling with stagnant viewership and layoffs — it received criticism from former employees, who called out poor working conditions and abusive treatment from staff. In a statement, Rooster Teeth apologized for “hateful and hurtful behavior,” but the damage was already done.
Though it has arguably hit the nadir of its 20-year history, Rooster Teeth is not giving up. With its website-oriented strategy and the return of key originals, it is hoping to regain the trust of longtime fans while improving its financial fortunes.
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