As digital media companies, publications and streaming services increasingly look toward subscription, successfully transitioning existing audiences to paid users can be an intimidatingand an often commercially ill-fatedundertaking.
I would know. CollegeHumor has experienced great and not-so-great outcomes with pay walls.
In 2016, we launched "Bad Internet," one of the first scripted shows on YouTube's Premium subscription service. We sprung it on our fans, shoved a trailer in their feeds and simply asked them to pay. We overestimated ourselves: Even though the show was beloved behind the pay wall, it converted new subscribers poorly.