Tech reviewer Marques Brownlee, known as MKBHD, recently announced the closure of his phone wallpaper app Panels. Launched in September 2024, Panels faced challenges in gaining traction despite Brownlee’s massive online following of over 20 million YouTube subscribers.
Brownlee, recognized for his detailed tech insights, ventured into app development with Panels. However, the app struggled due to its niche appeal. As Brownlee mentioned, ‘We knew it was niche, but we made mistakes in making our first app, and ultimately, we weren’t able to turn it into the vision I had.’
Initially inspired by the admiration for his device wallpapers showcased in review videos, Panels offered high-resolution wallpapers through partnerships with artists. Yet, the app’s subscription-based revenue model, priced at $50 annually or $12 monthly, failed to establish a paying market for wallpapers in a landscape where free options are abundant.
Despite an impressive initial performance, with Panels hitting the top spot on iOS and Google Play photo app charts at launch, the app couldn’t maintain its popularity. Appfigures reported approximately 900,000 downloads and $95,000 in consumer spending for Panels before its closure.
Brownlee’s experience with Panels sheds light on the challenges of monetizing niche consumer tech products, even with a prominent figure backing the venture. The closure underscores the complexities of introducing paid services in markets accustomed to free alternatives.
Source: TechCrunch