What Hometalk does

Hometalk is a U.S.-based digital media company operating the world's largest do-it-yourself (DIY) community platform, founded in 2011 and headquartered in New York. The company's core product is a web- and mobile-based content management platform where roughly 21 million registered members, supported by an estimated 5,000 DIY influencers, publish and consume project tutorials, share advice, and ask questions across home & garden, food, and fashion verticals. The platform hosts more than 150,000 DIY tutorials and a Q&A archive of 500,000 answered questions, complemented by HometalkTV video distribution on YouTube, Roku, and Amazon Prime Video, plus native iOS and Android applications.

Underlying the platform is a web-based CMS with video hosting capabilities that supports user-generated project posts, category navigation (Build, Paint, Repair, Decorate, Craft, Grow, Organize, Clean, Tile), and room-based browsing. Hometalk has extended the brand portfolio beyond home improvement into six sub-brands: Foodtalk (recipes), Upstyle (DIY fashion), Redesign (home design), WellNow (wellness), Simplify (budget living), and Savvy Explorers (travel). The company distributes content to 15 million social followers and has accumulated 2.7 billion video views across channels, reaching tens of millions of users monthly.

The business model is dual-revenue: (1) sponsored content and display advertising sold to consumer brands such as Moen, QVC, and Ace Hardware, who fund native articles and product roundups embedded in DIY content, and (2) affiliate commerce, primarily through Amazon affiliate links attached to materials and tools featured in tutorials. The platform is free for end consumers; no pricing tiers or subscription fees are disclosed. Hometalk's customer base is structurally bifurcated — a long-tail of DIY consumers on one side and a concentrated pool of brand advertisers and a single commerce partner (Amazon) on the other.

Name

Hometalk

Legal name

Hometalk, Inc.

Website

https://hometalk.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

Hometalk operates the world's largest DIY community platform, serving roughly 21 million members with 150,000+ home, garden, food, and fashion tutorials. The company monetizes via sponsored content from consumer brands and Amazon affiliate links.

Ownership category

akta.pro rank

Product category

DIY Lifestyle Media and Community

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621), Broadcasting and Content Providers (516)

akta.pro primary industry

Social Q&A & Knowledge Communities (BPAMABAI)

akta.pro secondary industries

Q&A Knowledge Communities (MPACAJAD), DIY & Home Skills Workshops (Woodworking, Carpentry, Home Repair, Gardening) (THAJAKAI)

Keywords

• DIY home improvement
• Lifestyle content platform
• Community tutorials
• Home and garden media
• Sponsored content publishing

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Sponsored Content and Advertising: Hometalk generates revenue through sponsored articles, product recommendations, and affiliate links embedded in DIY project content. Brands like Moen, QVC, and Ace Hardware sponsor specific content on the platform.
2. Affiliate Commerce: The platform earns commissions through affiliate links to products featured in DIY tutorials, such as tools, materials, and home improvement products from retailers.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Hometalk operates the world's largest DIY community platform, providing free access to over 150,000 user-generated project tutorials, Q&A discussions, and curated product recommendations across home & garden, food, and fashion verticals. The platform enables consumers to discover, share, and learn DIY projects while monetizing through sponsored content and affiliate commerce partnerships with brands such as Moen, QVC, Ace Hardware, and Amazon.

Product overview

Hometalk is a multi-platform DIY lifestyle media company operating a family of brands across home & garden, food, and fashion verticals. The core offering is the Hometalk platform (website, mobile apps for iOS/Android, and Hometalk TV streaming app for Roku and Prime Video), which provides DIY project tutorials, Q&A community discussions, product reviews, and curated product recommendations through Hometalk Shop. The company also operates seven lifestyle sub-brands: Foodtalk (recipes), Upstyle (fashion), Redesign (home design), WellNow (wellness), Simplify (budget living), and Savvy Explorers (travel). The platform reaches tens of millions of people monthly with 21M members, 5,000 influencers, 150,000 tutorials, and 2.7 billion video views.

Differentiator

Problem solved

Functional benefit

Products and services

• Hometalk The primary DIY home & garden content platform and community where users share projects, tutorials, ideas, and experiences, spanning home & garden, food, and fashion verticals.
• Foodtalk A food and recipe sub-brand site for anyone wanting to broaden their palate and add new favorites to their dinner rotation.
• Upstyle A DIY fashion and beauty sub-brand site that inspires and teaches users to style, upcycle, and refashion clothing.
• Redesign A home design sub-brand site devoted to helping users beautifully design and decorate their new home.
• WellNow A health and wellness sub-brand site empowering users with realistic, inspiring tips for fitness, nutrition, mental health, and self-care.
• Simplify A budget living sub-brand site bringing lifestyle ideas and solutions to help spend less, save more, and live better.
• Savvy Explorers A travel sub-brand site inspiring users to see the world smarter with practical tips, guides, and destinations.
• Hometalk Mobile App Native mobile applications for Android and iOS that allow users to access DIY tutorials, browse projects, and engage with the Hometalk community on mobile devices.
• Hometalk TV A video content streaming platform available on Roku devices and Amazon Prime Video that hosts DIY tutorials and project walkthroughs for Hometalk audiences.

Quantifiable outcome

• 2.7 billion video views demonstrating massive content engagement

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered minor.

• MoenminorGTM or Marketing PartnerMoen sponsors content on the Hometalk platform, producing sponsored articles and product recommendations for smart home water products including smart showers, kitchen faucets, leak detectors, and sprinkler controllers. Content is labeled as sponsored and includes affiliate links to Moen products.
• QVCminorGTM or Marketing PartnerQVC sponsors content on Hometalk featuring kitchen products and gadgets. The sponsored articles highlight QVC products with affiliate links and promotional codes for the Hometalk audience.
• Ace HardwareminorGTM or Marketing PartnerAce Hardware sponsors Memorial Day and seasonal deal content on Hometalk, featuring product roundups of Ace Hardware merchandise with affiliate links to the Ace Hardware website.
• AmazonminorGTM or Marketing PartnerAmazon serves as the affiliate commerce partner for DIY project materials, with affiliate links in tutorials generating revenue when users purchase recommended products through Amazon.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Tasty (BuzzFeed): Tasty is a food/recipe content brand owned by BuzzFeed, monetized through advertising and commerce. It is a direct analog to Hometalk's Foodtalk sub-brand in terms of content vertical and monetization model.

Direct peers

• Houzz: Houzz is a community and marketplace platform focused on home remodeling, design, and DIY. It overlaps directly with Hometalk's home improvement content and community functionality, and monetizes through advertising and marketplace commerce.
• Apartment Therapy: Apartment Therapy is a home design and DIY content site with an active community, monetized via advertising and affiliate commerce. It targets the same homeowner/renter DIY persona as Hometalk.
• This Old House: This Old House is a premium home improvement content brand with TV, web, and video presence, monetized through sponsorships (e.g., partnerships with home improvement retailers). It directly overlaps with Hometalk's home repair and renovation content.
• Instructables: Instructables is a user-generated DIY project community (acquired by Autodesk) covering crafts, cooking, and home improvement. It directly mirrors Hometalk's community-driven tutorial format and target audience.
• BobVila.com: BobVila.com is a long-established home improvement and DIY content brand with tutorials, product reviews, and how-to guides. It serves the same DIY homeowner audience as Hometalk and competes for the same brand sponsorship revenue.
• Family Handyman: Family Handyman is a DIY home improvement content brand focused on step-by-step tutorials and how-to guides for homeowners. It directly competes with Hometalk for the DIY project audience and brand sponsorship revenue.

Broad incumbents

• The Spruce (Dotdash Meredith): The Spruce is a large home and lifestyle content property within the Dotdash Meredith portfolio, monetized through advertising and affiliate commerce. It competes for the same DIY homeowner search audience as Hometalk.
• Good Housekeeping (Hearst): Good Housekeeping is an established lifestyle and home content brand covering DIY, recipes, and home improvement. It competes with Hometalk for both audience attention and brand sponsorship dollars in the home and lifestyle vertical.
• Pinterest: Pinterest is the dominant visual discovery platform for DIY, home improvement, recipes, and fashion inspiration. It directly overlaps with Hometalk's core use cases and competes for the same DIY lifestyle audience and brand advertising dollars.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/hometalk
• YouTubeyoutube.com/user/MyHometalk
• Facebookfacebook.com/Hometalk
• Instagraminstagram.com/hometalk
• TikToktiktok.com/@hometalk
• Pinterestpinterest.com/hometalk
• LinkedInlinkedin.com/company/hometalk

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hometalk