They create a very high volume of short videos with low production costs, particularly enticing Top 10 listicles, which WatchMojo uploads to social media platforms such as YouTube, where its programming has been viewed over 100 billion minutes.

Each month, it produces hundreds of short videos with minimal production value and, under fair use, heavy use of unlicensed copyrighted footage.

[8] In mid-2019, WatchMojo had 70 full-time employees across Montreal, New York City, Los Angeles, and London, along with dozens of part-timers or freelancers who research, write and edit the videos.

Previous and current members of its advisory board include former AOL executive and NatGeo president Ted Prince as well as former DMG Entertainment exec Chris Fenton.

He worked at Mamma.com, a search engine based in the city, before joining the website AskMen and spending time at Montreal's sports radio station TSN 690.

Karbasfrooshan started out with around $250,000 — sizeable, but small compared to their competitors — and funded WatchMojo from his commissions as a salesperson and his minority stake in AskMen.

[8] Early on, WatchMojo stayed away from amateur YouTube culture and followed a trend in informative non-fiction videos, producing thousands of these more corporate-friendly clips.

[4] Their content varied from celebrity profiles to travel videos,[1] with titles such as "Freestyle Motocross Jumps", "Wolverine: Origins and History",[13] and "Cover Girl Tips For Faking It: An Eyelid Crease".

Karbasfrooshan disowned both, saying user-generated creativity and web series were suited to traditional television, but volume-based content would bring scalable financial success on YouTube.

[4]"Top 10 Best Breaking Benjamin Songs" They earned money by licensing their videos to companies such as Bell Sympatico, AOL, MSN, Hulu,[1] TV.com, Yahoo, and the websites of newspapers.

Christian wrote that WatchMojo's business model suggested that lifestyle new media content was the easiest to market to both consumers and corporations.

[10] WatchMojo's website does not host user-generated content,[19] but it has a "Suggestions" section where users can recommend, upvote or downvote ideas for future videos.

[20][21] During the press tour for Spider-Man: Far From Home (2019), Brayton interviewed cast members Tom Holland, Jacob Batalon, and Zendaya, and the former two said they were fans of WatchMojo.

[18] In the student-edited Cinephile: The University of British Columbia's Film Journal, Joceline Andersen argues that WatchMojo has corporatized fan culture on YouTube by turning Top 10 rankings and the use of copyrighted footage, formerly an outlet for fans which were nevertheless an irritation for corporations, into a commercial enterprise explicitly for brands' benefit.

[26] On the channel, Karbasfrooshan published several videos in 2019 to highlight instances of alleged Content ID abuse from copyright holders.

[1][27] In a February 2019 appearance on BNN Bloomberg's The Open, Karbasfrooshan announced the launch of a entrepreneurship-focused spin-off brand called Context (later ContextTV).

[7][28] Prior to the 2020 U.S. presidential election, they released their first documentary, Fox in the Henhouse, about the rise of socialism and the limitations of capitalism in the nation.

[16][30] In September 2019, the 45th Saturn Awards were livestreamed on social media platforms, including WatchMojo's YouTube channel, for wider reach.