According to business logic, it is better to have multiple sources of revenue. In this research, the validity of this logic is tested on non-profit and for-profit independent digital native media in the United States. It found that particularly non-profit media do not perform better, financially, with diversity in income streams. This research is interesting for media businesses as well as media development organisations, in terms of knowing how many different revenue streams media can best pursue. However, defining how one can measure whether media businesses perform better remains a tricky exercise in the independent media sector.