10% Media
10% Media operates Dan Harris's '10% Happier' personal brand, offering a subscription meditation app, podcast, books, and live events aimed at meditation-curious skeptics and self-improvement-focused consumers.
- Company typePrivate
- Founded2021
- Headquarters—
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What 10% Media does
10% Media is the operating entity behind Dan Harris's personal brand, '10% Happier,' which targets meditation-curious skeptics and self-improvement-focused consumers through a vertically integrated content and subscription ecosystem. The core product is the '10% with Dan Harris' mobile meditation app, a subscription offering priced at $10-$50 per month across three tiers (Sustainer, Benefactor, Founding Member) with a 14-day free trial. The app delivers guided meditations from a curated roster of teachers, weekly live meditation and Q&A sessions, structured challenges, ad-free podcast access, and community features. The underlying technology is a standard consumer mobile app with audio streaming, live session broadcasting, and social/community functionality — no proprietary AI/ML systems are described.
The business is monetized through three streams: recurring app subscriptions, one-time book sales (10% Happier, Meditation for Fidgety Skeptics, Even You Can Meditate distributed via Amazon, Bookshop, and Audible), and corporate speaking engagements booked through Harry Walker Agency. Supporting marketing channels include the 10% Happier podcast (distributed on Spotify, Apple Podcasts, YouTube, Amazon Music), a Substack newsletter, free guided meditation resources on the website, and live events (virtual and in-person). The company is privately held and wholly founder-owned by Dan Harris, a former ABC News anchor who left the network in 2021 to operate the business full-time. There is no disclosed institutional investment, headcount, or external management team.
10% Media firmographics
Firmographics- Name
- 10% Media
- Legal name
- Dan Harris
- Website
- https://danharris.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- 10% Media operates Dan Harris's '10% Happier' personal brand, offering a subscription meditation app, podcast, books, and live events aimed at meditation-curious skeptics and self-improvement-focused consumers.
- Ownership category
- akta.pro rank
10% Media industry classification
Industry- Product category
- Meditation and Mindfulness App
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Meditation Apps, Digital Courses & Online Communities (HSADAJAH)
- akta.pro secondary industries
- Meditation Retreats, Workshops & Immersive Programs (HSADAJAF), Spirituality & Personal Growth Publishing (Mindfulness, Contemplative, New Age) (MPAJAHAH)
Keywords
10% Media business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Meditation App Subscription: Three-tier monthly subscription model (Sustainer $10/mo, Benefactor $25/mo, Founding Member $50/mo) with 14-day free trial. All tiers provide full access to guided meditations, live sessions, challenges, podcast, and community. The primary revenue driver with tiered supporter model.
- Book Sales: Sale of published books including 10% Happier (10th Anniversary Edition), Meditation for Fidgety Skeptics, and Even You Can Meditate. Sold through Amazon, Bookshop, and Audible as one-time purchases.
- Speaking Engagements: Dan Harris is booked for speaking events through Harry Walker agency. Speaking engagements include keynote presentations, meditation-guided events, and intimate Q&A sessions. Topics include meditation, anxiety, work/life balance, and TED-style talks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Sustainer tier at $10/month providing basic membership access |
| Subscription | Monthly | Benefactor tier at $25/month with accessibility commitment |
| Subscription | Monthly | Founding Member tier at $50/month supporting product development |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels7 records
10% Media product offering
Product offeringCore offering
10% Media operates a subscription-based meditation mobile app called '10% with Dan Harris' offering guided meditations, live sessions with world-class teachers, meditation challenges, ad-free podcast access, and community features, with tiered memberships at $10, $25, and $50 per month. The company also monetizes related products including three published books, the free ad-supported 10% Happier podcast, paid speaking engagements, and live meditation events, all built around founder Dan Harris's personal brand and meditation practice.
Product overview
10% Media (10% Happier) is a personal brand and wellness platform founded by Dan Harris built around meditation and human flourishing. The core offering is the 10% with Dan Harris meditation app (mobile subscription at $10-50/month tiers) which provides guided meditations, live sessions, challenges, ad-free podcast access, and community features. This is complemented by the 10% Happier podcast (available on Spotify, Apple Podcasts, YouTube, Amazon Music), published books (10% Happier, Meditation for Fidgety Skeptics, Even You Can Meditate), a Substack newsletter, free guided meditation resources on the website, live virtual/in-person meditation events, and speaking engagements. The ecosystem is unified around the theme that happiness is a trainable skill.
Differentiator
Problem solved
Functional benefit
Products and services
- 10% with Dan Harris Meditation App A subscription-based mobile meditation app providing guided meditations, live meditation and Q&A sessions with world-class teachers, structured meditation challenges, ad-free access to the 10% Happier podcast archive, and community features for individual meditation practitioners. Available via iOS and Android with tiered monthly memberships.
- 10% Happier Podcast A weekly interview-format podcast hosted by Dan Harris covering meditation, stress, anxiety, depression, sleep, self-compassion, fitness, relationships, productivity, focus, and decision-making. Distributed free on Spotify, Apple Podcasts, YouTube, and Amazon Music, with ad-free access bundled for app subscribers.
- 10% Happier (Book) A #1 New York Times bestselling book by Dan Harris chronicling his journey from ABC News skeptic to meditation practitioner. Sold as a one-time purchase through Amazon, Bookshop, and Audible.
- Meditation for Fidgety Skeptics (Book) A practical meditation book by Dan Harris and Jeff Warren that addresses myths, misconceptions, and self-deceptions about meditation with game-changing, deeply practical instructions. Sold as a one-time purchase via Amazon, Bookshop, and Audible.
- Even You Can Meditate (Book/Audiobook) A meditation guide by Dan Harris and Sebene Selassie introducing different meditation traditions and practices, with included guided meditations. Sold as a one-time purchase through Amazon, Bookshop, and Audible.
- Speaking Engagements
Companies that use 10% Media
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles3 records
10% Media technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
10% Media partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Harry Walker AgencycoreHarry Walker Agency represents Dan Harris for speaking engagements at corporate events, conferences, and keynotes. Bookings handled through the agency for speaking appearances covering meditation, anxiety, work/life balance, and leadership topics.
- Sharon SalzbergcoreRenowned meditation teacher and co-founder of Insight Meditation Society. Collaborates on Summer Sunday Live Series and live meditation events. Featured recurring teacher on the 10% Happier platform with multiple session series.
- Joseph GoldsteincoreOne of the leading teachers of insight meditation worldwide. Co-founder of Insight Meditation Society. Featured on the 10% Happier podcast and live events as a key meditation teacher.
- Jeff WarrencoreMeditation teacher and 'Meditation MacGyver' who co-authored Meditation for Fidgety Skeptics with Dan Harris. Collaborates on live meditation events and the Meditation Party at Omega Institute.
- Sebene SelassiecoreMeditation teacher and co-author of Even You Can Meditate with Dan Harris. Collaborates on the Meditation Party event at Omega Institute. Part of the core teacher lineup for 10% Happier content.
- Omega InstituteminorWellness retreat center in Rhinebeck, NY hosting the Meditation Party event featuring Dan Harris and meditation superfriends. Partnership for in-person live event in October 2026.
- SpotifycorePrimary podcast distribution platform for 10% Happier with Dan Harris. Podcast available for streaming and download on Spotify globally.
- Apple PodcastscorePodcast distribution platform for 10% Happier with Dan Harris. Available on Apple Podcasts for iOS users globally.
- YouTubecorePodcast distribution channel for 10% Happier with Dan Harris. YouTube channel features video recordings of podcast episodes and live sessions.
- Amazon MusiccorePodcast distribution platform for 10% Happier with Dan Harris. Available on Amazon Music for streaming and podcast access.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
10% Media competitors and assessment
Company assessmentEmerging players
- Simple Habit: Simple Habit is a subscription meditation app offering 5-minute sessions and on-the-go mindfulness. It targets the same time-strapped, skeptical-professional persona as 10% Happier and competes on the same app stores with a similar self-serve subscription model.
- Breethe: Breethe is a meditation and sleep app offering guided sessions, coaching, and therapy referrals. It overlaps with 10% Happier on guided meditation, stress, anxiety, and sleep use cases for the same direct-to-consumer subscription customer.
- Oak Meditation: Oak is a meditation and breathing app founded by a former Uber product manager that emphasizes simple, secular practice. It competes in the same category as 10% Happier with a similar minimalist, beginner-friendly approach and D2C subscription.
- The Mindfulness App: The Mindfulness App is a long-running meditation app offering guided practices, timers, and teacher content. It serves the same secular meditation-curious consumer with a similar subscription-based mobile offering, though with a less differentiated brand than 10% Happier.
Broad incumbents
- Peloton: Peloton is a broad incumbent in connected fitness and wellness that has expanded into meditation, strength, yoga, and mindfulness content via its app. While not a direct meditation specialist, it competes for the same consumer wallet share in the broader personal-wellness subscription category.
Direct peers
- Calm: Calm is the leading subscription meditation and sleep app, offering guided meditations, sleep stories, and masterclasses. It competes directly with 10% with Dan Harris on the same D2C subscription mobile-app channel and similar secular-but-accessible positioning, though at significantly greater scale and with a broader celebrity-driven content library.
- Headspace: Headspace is a direct competitor offering guided meditations, sleep, and focus content via a subscription mobile app with a parallel B2B (Headspace for Work) motion. It targets the same meditation-curious consumer that 10% Happier addresses and is the closest comparable in product, pricing tier, and target persona.
- Waking Up with Sam Harris: Waking Up is a subscription meditation and mindfulness app founded by author and podcaster Sam Harris, who is explicitly cited as an endorser of 10% Happier. It shares 10% Happier's skeptical, intellectually rigorous, secular-but-wisdom-aware positioning, founder-as-narrator model, and premium D2C subscription pricing.
- Insight Timer: Insight Timer is the largest free meditation app, hosting tens of thousands of teachers and a vast free library. It is a direct competitor to 10% with Dan Harris and uniquely comparable because both platforms foreground named meditation teachers (e.g., Goldstein, Salzberg) and community features.
Others
- Sharon Salzberg (Loving-Kindness / Teacher Brand): Sharon Salzberg is a co-founder of the Insight Meditation Society and a renowned meditation teacher who has her own books, retreats, and digital offerings. She is a featured 10% Happier partner and the most directly comparable individual teacher-brand in the secular meditation space, relevant as a potential content/audience ecosystem peer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
10% Media social profiles
Digital presence10% Media financial estimates
Financial estimateRevenue estimate
Valuation estimate
10% Media leadership team
Management profileNumber of profiles
Profiles1 record
10% Media funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
10% Media M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 10% Media
What does 10% Media do?
10% Media operates a subscription-based meditation mobile app called '10% with Dan Harris' offering guided meditations, live sessions with world-class teachers, meditation challenges, ad-free podcast access, and community features, with tiered memberships at $10, $25, and $50 per month. The company also monetizes related products including three published books, the free ad-supported 10% Happier podcast, paid speaking engagements, and live meditation events, all built around founder Dan Harris's personal brand and meditation practice.
Is 10% Media a public or private company?
10% Media is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was 10% Media founded?
10% Media was founded in 2021. It employs 1 to 10 people.
How does 10% Media make money?
Three revenue lines are on record. Meditation App Subscription is the primary driver. The others are book Sales and speaking Engagements.
Who are 10% Media's main competitors?
Emerging players on record are Simple Habit, Breethe, Oak Meditation and The Mindfulness App. Peloton is listed as a broad incumbent. Direct peers are Calm, Headspace, Waking Up with Sam Harris and Insight Timer. Sharon Salzberg (Loving-Kindness / Teacher Brand) is listed as an others.
Does 10% Media have an API?
No public API is recorded for 10% Media.
What industry is 10% Media in?
10% Media's product category is Meditation and Mindfulness App. Its primary akta.pro industry code is HSADAJAH, Meditation Apps, Digital Courses & Online Communities, with a secondary code of HSADAJAF, Meditation Retreats, Workshops & Immersive Programs. Its NAICS code is 516210 and its SIC code is 7372.