Inside MatPat's Game Theory YouTube strategy and business: interview - Business Insider

), and they consult to companies launching new channels. Their new channel The Food Theorists where Matthew Patrick breaks down the science behind food, passed 1 million subscribers in seven days.

"You could have the best video in the world," he said. "But if no one clicks on it, they would never know. Content creators or businesses who aren't spending an appropriate amount of time thinking about how to best brand their video, are throwing all that work and money they spent to make that video away.

Matthew Patrick said the company has run tests on things like eye gaze to what colors users interact with most to measure the strength of thumbnail images. The Patricks meet every week with their team to discuss new versions of titles along with thumbnails.

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