Marques Brownlee axes wallpaper app after failing to sustain long-term growth

YouTuber Marques Brownlee has shut down his subscription-based wallpaper app Panels after failing to scale the product beyond its early viral momentum.

The 32-year-old creator announced the decision in a video this week, citing a mix of niche demand, missteps in building his first app and the team’s inability to turn short-term traction into a sustainable business.

Launched in September 2024, Panels offered high-resolution wallpapers for $12 per month or $50 per year, positioning itself as a curated alternative to free wallpaper platforms while aiming to support digital artists.

At launch, it hit number one on the iOS and Google Play charts in the photos category and surpassed two million downloads, the company claims.

But the growth ultimately stalled as users questioned the value of paid wallpaper services given the availability of free alternatives. The app also drew criticism over pricing and concerns that the free tier was too limited.

Brownlee acknowledged that the team had made “mistakes in making our first app” and said they were ultimately unable to “turn it into the vision that I’d had,” despite attempts to refine the product.

In a separate statement, the Panels team confirmed the app will be open-sourced under the Apache 2.0 licence and published on GitHub, offering developers a starting point for their own wallpaper apps. All user data will be securely deleted and prorated refunds will be issued to annual subscribers.

Panels’ closure comes as creator-led brands face closer scrutiny from followers, who increasingly look for products that feel authentic to the creator behind them. Brett Dashevsky, founder of Creator Economy NYC, a community that connects creators, brands and operators across the industry, said on X that “the most successful creator-led products tend to reinforce the creator’s core promise, not sit adjacent to it.”

Brownlee’s own career illustrates that trajectory. He got his start making tech videos in high school, eventually building a channel followed by more than 20 million people.

His brand has since expanded across multiple verticals, including automotive content, long-form podcasts, merchandise and collaborations.

He has also branched into product design and corporate leadership roles, including a 2024 appointment as a board member and chief creative partner at Ridge.

Panels may not have reached its intended destination, but Brownlee framed the project as both a creative experiment and a learning curve. “To the artists who took the plunge with us… it was awesome to work with all of you,” he said. “And thanks to everyone who gave the app a shot.”