HubSpot acquires a YouTube media outlet followed by hundreds of thousands of entrepreneurs

After establishing itself as a key player among the best CRMs on the market, HubSpot is taking another step forward by announcing the acquisition of Starter Story, an entrepreneurial media outlet that originated on YouTube and has become a leading resource for startup founders.

While no amount has been disclosed, beyond the financial transaction, the operation reflects a fundamental strategy, where content is made a lever in its own right, on the same level as traditional marketing channels…

A profitable and community-driven entrepreneurial media

Founded in 2017 by Pat Walls, Starter Story began as a side project. The idea is simple: interview entrepreneurs to understand what actually works in their businesses. Eight years later, the media outlet has become a well-oiled machine.

Today, Starter Story boasts more than 800,000 YouTube subscribers, approximately 275,000 newsletter subscribers, and a total audience estimated at 1.6 million people across all platforms.

The model is profitable, according to the company, with seven-figure revenues, and relies on a small team of three: Pat Walls, his sister Sam Walls, and producer Gus Tiffer.

Under the agreement, the entire team joins HubSpot Media, while retaining Starter Story's unique identity. As explained on a page around the announcement, the media outlet will continue to operate under its brand, but with the support of HubSpot's distribution infrastructure.

HubSpot Accelerates Content as an Acquisition Engine

Starter Story now joins the HubSpot Media portfolio, alongside The Hustle, My First Million, and Trends.

With this acquisition, HubSpot's YouTube network will reach approximately 2.9 million cumulative subscribers. A critical mass that now surpasses that of Morning Brew on the platform and is more than double that of Salesforce, according to figures provided by the company.

For a CRM and marketing tools provider like HubSpot, this positioning may seem surprising. Yet, the logic is sound, as it allows them to attract founders and managers very early in their journey, to build a relationship of trust through concrete case studies and detailed feedback, and then support them with software solutions tailored to their development.

Furthermore, this approach is part of a broader trend where the line between media and software publisher is becoming more blurred. Indeed, rather than relying solely on paid advertising, some players now prefer to "own" their audience.