Social revenue, which includes Facebook and YouTube, grew 13% for the company over the last year, and TMB anticipates that this year both social and streaming will grow 10%.

Much of the company’s success in the last year has come from YouTube. The social video platform has continued to expand its total market as more consumers tune in on their connected TVs. According to a January 2024 report from Statista, YouTube viewing now makes up 26% of total CTV consumption.

At TMB, revenue from YouTube is up nearly 50% in the first four months of the year, and watch time has increased 72% in the same period. 

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Leaning into success

Even before the strategy shift, the company already had the groundwork for success in video.

Several of TMB’s most popular channels, including FailArmy and The Pet Collective, generate millions of views per video. The two channels have 17 million and 7.5 million subscribers, respectively, with compilation videos of epic fails and cute pets garnering upward of 100 million views. 

The company plans to continue efforts to diversify its revenue by expanding more into affiliate revenue, primarily through its brand The Family Handyman, according to Kintzer. 

Plus, in response to declines in search traffic, TMB is working to more efficiently monetize its site visits. It plans to do so through better content recommendations, which encourage visitors to consume more content, without increasing ad load.

“We look to control the things that we can control,” Kintzer said. “We look at what’s happening in the marketplace, and we act accordingly.”