10,000 subs won't be enough to do anything. That's less than $100,000 a month in revenue for a company with two offices (in expensive locations) and 30+ employees...For reference, 30 people at $40,000 a year salary is already $100k a month.
I think they have more than 30 employees...and regardless, their staff is likely making much more considering their office locations and the expense of good engineering talent.
So...it isn't a stretch to suggest they need 10x that amount depending on their margins after ad costs and staff/server/office overhead.
And in that context....I don't think anyone here has any idea of how NQ can earn and maintain 100,000 subscribers...wipe or no, that's going to be a struggle.