International Creator Monetization

John Coogan shares insights about the unique opportunity in the VPN market for content creators, particularly those with international audiences. He explains why VPNs are an ideal product for creators to monetize their global reach.

Key Points:

• VPN Market Characteristics:

  • Most major VPNs are top advertisers on YouTube
  • Not traditionally venture-backed companies
  • All VPN companies "print cash" and are worth billions in aggregate
  • No single dominant winner in the space due to lack of network effects

• Business Model Advantages:

  • High margin product
  • Low churn rates
  • Available worldwide - works equally well for all international audiences
  • Recurring revenue model

• Market Structure:

  • Multiple successful companies rather than one winner
  • Main differentiator is marketing, not technology
  • Companies need to "check all the boxes" on features to compete
  • Many operators are based in non-traditional locations (Panama, Moldova)

• Creator Opportunity:

  • Perfect for creators with international audiences (like MrBeast)
  • Solves the typical challenge of monetizing international viewers
  • Product value proposition works globally
  • Natural fit for tech-focused creators like Linus Tech Tips and MKBHD

• Revenue Potential:

  • Individual VPN companies doing hundreds of millions in revenue
  • Industry worth billions in aggregate
  • Companies operate with significant profit margins
  • Marketing-driven business model aligns well with creator distribution