Linus Sebastian
Linus Tech Tips
In the realm of digital content creation, **Linus Tech Tips (LTT)** stands out with **over 16 million subscribers** and **8 billion views**. But what Linus Sebastian has constructed extends far beyond just a YouTube channel—it's a **diversified, vertically integrated media powerhouse** that continues to amplify its reach, influence, and sustainability.
In a recent, eye-opening video posted on the Linus Tech Tips channel, Linus and his team pulled back the curtain on how they generate revenue in 2024. While exact figures remain undisclosed, the insightful percentage breakdown reveals an evolution spanning **over eight years**.
The Revenue Pipeline: Key Sources of Income in 2024
Merchandise: The Powerhouse Revenue Stream
The standout revenue generator in 2024 is **LTTStore.com**, which contributed an astonishing **55%** of total income—an impressive leap from just **15% in 2020**. This meteoric rise has been fueled by **innovative product development, efficient fulfillment**, and sheer scale.
“Back then, two of our biggest product families—**hand tools and bags**—were nonexistent, and now they comprise nearly half of our revenue,” the LTT team elaborated in the video.
In an intriguing twist, **Linus Media Group (LMG)** has shifted from being a mere sponsor to a sponsor itself, partnering with creators they admire to showcase their products. “We flipped the script—selecting our favorite creators to showcase our offerings,” said COO **Nick Light**.
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Ad Revenue: A Shrinking Share, Growing Profits
Interestingly, **AdSense** now represents a smaller slice of the revenue pie—**down to 26%** from 2020’s figures. But this shift doesn't equate to declining performance; it highlights the stellar growth in other areas of the business.
“Just because this segment is a smaller percentage doesn’t mean we’re earning less,” remarked another team member. “It indicates that LMG is less tethered to our Google overlords than ever.”
A breakdown of revenue reveals that **61.5%** came from traditional ads, while **37.3%** derived from YouTube Premium, even with Premium views making up just **29%** of the total. Notably, **Shorts** underperformed, with a single **13-million-view short** generating a mere **$1,300**.
LMG's AdSense-leading channels include the main **Linus Tech Tips channel** (76%), alongside **ShortCircuit** and **TechLinked**.
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Sponsorships: A Formidable Revenue Source
Sponsorships constituted **21%** of total revenues in 2024, with the breakdown as follows:
9% from in-video ad reads
12% from fully sponsored videos
LMG collaborates with over **150 sponsors** across **13 categories**, where PC parts contribute **34.6%** of the sponsorship income, trailed by **SaaS** (25.5%) and lifestyle brands (13.6%).
“A sponsor can buy airtime, yet they can never purchase our opinion,” Linus asserts. “If a sponsor dislikes our take, we’re unafraid to sever ties—just as we have with numerous others.”
Floatplane: The Direct-to-Consumer Model
The proprietary paid video platform, **Floatplane**, accounted for **7%** of total revenue, showing a modest increase from the previous year. Despite subscriber attrition post the August 2023 "great reset," the platform rebounded due to **stronger exclusive content** and new features, such as **4K video** and **event access**.
“You are the boss when you choose to support us directly on Floatplane,” Linus emphasized to his viewers.
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Affiliate Marketing: A Subtle Yet Effective Approach
**Affiliate marketing** remains a minor yet solid contributor, accounting for **3%** of overall revenue. These are links embedded within video descriptions or hosted on LMG’s websites, generating commissions for purchases made through them.
From Humble Beginnings to a Thriving Enterprise
What truly sets Linus’s narrative apart is the intention behind LMG's growth from its inception.
“Unlike many creators I meet, I was never a one-man show—not even for a day,” Linus revealed in a December 2024 interview with **Colin and Samir**. “There was always someone managing the camera, the timeline—usually both.”
During the earlier days, the financial landscape was challenging: “We nearly faced insolvency… If I didn’t hit targets, there simply wouldn’t be funds for payroll. I enforced a strict **one-take policy**.”
Fast forward to today, **LMG employs over 100 people**. Linus has distanced himself from daily operations by hiring a CEO in **2023**, but continues to play an instrumental role in writing and creative direction.
“If there’s one thing I identify as a creative, it's that I’m a writer at heart—the blank sheet of paper is my canvas,” Linus stated.
Although the enterprise has matured, its foundational philosophy remains steadfast: **“The audience is the boss,”** Linus iterates. “And they represent the toughest boss imaginable.”
A Case Study for the New Creator Economy
What Linus has built transcends the traditional “solo creator + AdSense” model. It’s a **robust media entity** characterized by:
**Owned IP**
A **direct-to-consumer merchandise line**
A **proprietary subscription platform**
**Multi-channel ad revenue**
**Production-for-hire capabilities**
A **highly engaged community**
As an investor in creator-led enterprises, I've witnessed firsthand how this integrated approach and audience alignment can propel scale. I am convinced that the next stellar media brand will not stem from Hollywood but will emerge from creators who adopt this strategy.
