Woahhhh, how does she make THAT much? And they're staying in the flat on this salary!?
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I can't imagine she makes so much or they would be in a house by now.
951 would be £2853-£8083.50 a month, £34,236 - £97,002 a year (minus taxes, fees etc, which is definitely too complex for me to work out!)
ballparks it to £136,000-£388,000 per year total, not taking into account business costs, fees, taxes etc. Seems a bit more reasonable, although still seems a lot of money for the content produced!
I thought it sounded a lot - three times as many as last year but that’s what it’s telling me.
If you click 'about' it shows you how many of those are paid members. She's lost 5 since yesterday.
Oh, that looks much more reasonable! Still an incredible amount of money but not quite so bad.
I'm a glutton for punishment (with an accounting designation...). The main assumption in my analysis is the Patreon tier monthly cost. The website said £5 was the most popular, also I'm in Canada so the most popular tier was CAD$8. I assumed it was £5.
Assuming Patreon is 25.6% of her total income for the 2023-2024 year, her total income was £205,059. In depth:
Note: It doesn't add up to 100% in her pie chart. 50bps missing somewhere.
Using the Salary Calculator website (not sure if this is legit or not lol), her total take home income (after taxes) is £119,924. Her take home income is likely higher due to childcare benefits, tax deductions from being self-employed, etc.
| Patreon | |
| Paid members as of 6/9/2024 | 951 |
| Most popular tier | £ 5 |
| Total income | £ 4,755 |
| Less: Patreon fee | 8% |
| Net income per month | £ 4,375 |
| Annualized | £ 52,495 |
Assuming Patreon is 25.6% of her total income for the 2023-2024 year, her total income was £205,059. In depth:
| 2023-2024 | Total income | |
| Brand deals | 45.90% | £ 94,122.25 |
| Patreon | 25.60% | £ 52,495.20 |
| Adsense | 15.10% | £ 30,963.97 |
| Brand consulting | 4.90% | £ 10,047.91 |
| Affiliate links | 3.60% | £ 7,382.14 |
| Podcasts | 3.00% | £ 6,151.78 |
| Events/speaking | 0.90% | £ 1,845.53 |
| Creator consulting | 0.50% | £ 1,025.30 |
| Total | 99.50% | £ 204,034.08 |
Note: It doesn't add up to 100% in her pie chart. 50bps missing somewhere.
Using the Salary Calculator website (not sure if this is legit or not lol), her total take home income (after taxes) is £119,924. Her take home income is likely higher due to childcare benefits, tax deductions from being self-employed, etc.
Omg... you are amazing!I'm a glutton for punishment (with an accounting designation...). The main assumption in my analysis is the Patreon tier monthly cost. The website said £5 was the most popular, also I'm in Canada so the most popular tier was CAD$8. I assumed it was £5.
Patreon Paid members as of 6/9/2024 Most popular tier £ 5 Total income £ 4,755 Less: Patreon fee Net income per month £ 4,375 Annualized £ 52,495
Assuming Patreon is 25.6% of her total income for the 2023-2024 year, her total income was £205,059. In depth:
2023-2024 Total income Brand deals £ 94,122.25 Patreon £ 52,495.20 Adsense £ 30,963.97 Brand consulting £ 10,047.91 Affiliate links £ 7,382.14 Podcasts £ 6,151.78 Events/speaking £ 1,845.53 Creator consulting £ 1,025.30 Total £ 204,034.08
Note: It doesn't add up to 100% in her pie chart. 50bps missing somewhere.
Using the Salary Calculator website (not sure if this is legit or not lol), her total take home income (after taxes) is £119,924. Her take home income is likely higher due to childcare benefits, tax deductions from being self-employed, etc.
Although I didn't think adsence was that much!? I thought they made a pittance from ads on YT. But clearly not!
If she's 100K+ she won't get maybe childcare benefits and I imagine Dan is also 100k+ if not almost there as he's in a manager role at a big tech company
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Also, she doesn't seem to spend that much money? Her clothes are usually second hand etc.
So she must have a decent amount in savings! (Which, obviously, good for her!)
I think she mentioned business costs being higher in the '23-'24 year (still paying for studio, employing editor/paying podcast people etc) so her actual take-home is probably sub-£100k. I don't know much about being self-employed but I think expenses come out pre-tax. Useful for a ballpark though! Be interesting to compare to next year with the full removal of the "main" channel
Her latest hair refresh reel… put your bleeping tongue away you scab. 
Her latest hair refresh reel… put your bleeping tongue away you scab.
I still can’t believe she quit educational content for attempted millennial short form content.
It’s so annoying! Sorry but you’re a 30+ mum. It’s not cute, it’s a bit gross.Her latest hair refresh reel… put your bleeping tongue away you scab.
I don't want to see anyone doing those weird faces tbh.
I'm enjoying her latest video about postpartum clothes with Melanie but there are lots of clips of them both doing weird posing/ dancing/ faces in that too.
It's a hard watch because it's forced and unnatural. She's obviously seen hair transformation tiktoks/reels/short form content and is copying/trying to emulate those, with the faces, transitions, tongue sticking out etc., but it falls completely flat because it's glaringly obvious that she's just following a trend rather than creating original content. Also these trends she's trying to emulate are years old, which compounds the cringeyness - she's clearly stuck in 2012 and it's embarrassing.
She tries so hard to be the quirky girl.
In her new expenses video: The expenses seem exsessive for a small business. I truely feel like she didn't jump from youtube at the right time. She says so herself in the video: No bank will give her money for a house. It's interesting because a few years ago she seemed way more professional than most of her peers but now it comes off as really naive what youtube can still do for her.
Ahem, not to get back on my soapbox...
I'm actually astonished by the sheer volume of these expenses. I can only assume the accountant putting the employees under consultancy fees means they're contractors and not employees so the business doesn't need to pay them benefits.
Btw, 3% on Accountancy fees, including the cost of an accountant and her total taxes payable (small business tax rate is 19% in the UK if your small business profits less than £50,000, if my research correct) just isn't adding up... I can only assume, based on her comments re: the banks/mortgage and the business making very low/little profits, combined with the way she's scaled back operations that she's almost certainly making little to no profit on this.
Even if you assume she's at £50,000 in profit, ignoring the cost of her accountant, that's £9,500 in taxes (£50,000 x 19%). If that's 3.4% of total costs, she's somehow raked up £279,411 in total costs (seems too high) and even if it's half that... say £4,500 in taxes, that's £132,353 in total business expenses. When you go back up to my analysis on her total income (£204,034.08) - which admittedly needs another look at since I didn't realize she had an LP and is running this through a small business, things start to look bleak.
My thought is: Hannah went to the bank to get a mortgage on a house, couldn't get a mortgage from the banks, so then she went back to her accountant and asked them to how to maximize the company's profit to increase her odds of getting a mortgage and that's why we've seen her cut the studio, pivot to a different model, etc. I'm surprised by this since I thought Dan had a good job (?) and surely they must have some (?) assets, which can be used to as a down payment. The higher your downpayment, the more the banks like it, so there's clearly a disconnect somewhere.
I'm actually astonished by the sheer volume of these expenses. I can only assume the accountant putting the employees under consultancy fees means they're contractors and not employees so the business doesn't need to pay them benefits.
Btw, 3% on Accountancy fees, including the cost of an accountant and her total taxes payable (small business tax rate is 19% in the UK if your small business profits less than £50,000, if my research correct) just isn't adding up... I can only assume, based on her comments re: the banks/mortgage and the business making very low/little profits, combined with the way she's scaled back operations that she's almost certainly making little to no profit on this.
Even if you assume she's at £50,000 in profit, ignoring the cost of her accountant, that's £9,500 in taxes (£50,000 x 19%). If that's 3.4% of total costs, she's somehow raked up £279,411 in total costs (seems too high) and even if it's half that... say £4,500 in taxes, that's £132,353 in total business expenses. When you go back up to my analysis on her total income (£204,034.08) - which admittedly needs another look at since I didn't realize she had an LP and is running this through a small business, things start to look bleak.
My thought is: Hannah went to the bank to get a mortgage on a house, couldn't get a mortgage from the banks, so then she went back to her accountant and asked them to how to maximize the company's profit to increase her odds of getting a mortgage and that's why we've seen her cut the studio, pivot to a different model, etc. I'm surprised by this since I thought Dan had a good job (?) and surely they must have some (?) assets, which can be used to as a down payment. The higher your downpayment, the more the banks like it, so there's clearly a disconnect somewhere.
Property in London is hella expensive though. Even a "good" job as a single income is going to be tough to get sufficient mortgage for an actual house - probably looking at the better part of £1mil depending on the area.
I found what I think is her business on Companies House (Snake People Media) - seems she merged her legal surname with Dan's when they got married. TBH I find the way Companies House does the account declarations confusing af, but maybe someone here who is more financially literate can tell us what it means
Oh this is literally perfect. I've never seen anything like this where I'm from. Should caveat it with this that I'm only familiar with IFRS/GAAP.
In reviewing the balance sheet for 2023, capital and reserves--which is the share capital plus the accumulated profits and losses of the company (shareholder's equity to those in North America)--decreased year-over-year which leads me to believe the company was actually in a net loss position (expenses > income) in 2023. £29,383 in losses for 2023, to be precise.
Meaning, at the highest level possible: The company lost money in 2023.
That would also explain why the accountancy percentage is so low, you don't pay tax when you're in a net-loss position.
I find the size of the company's balance sheet interesting. Almost £200k in 2022, meaning she's built up quite a nice little nest egg in here.
In more depth, for those interested, as of 31 March 2023:
- Fixed assets: £4,322
- This is things like computers, vlogging cameras, lights, etc.
- Current assets: £202,509
- Cash, accounts receivable (eg money owed to her from brand deals that she hasn't received yet)
- Creditors: amount falling due within one year: £41,574
- The amount she owes re: bills, paying the contractors
- Capital and reserves
- Explained above, but mostly an accounting term for total assets (fixed + current ) LESS what she owes
- 4,322+202,509-41,574=165,257
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