Observed Signal · Mar 27, 2026 · Hiring · Source: Digiday · Impact: 2/5 · Sentiment: Positive
Daily Mail Builds In‑House Creator‑Led Social Network
DMG Media has built an in-house creator-led social publishing operation since launching creator-focused channels in October 2025. The publisher has hired more than two dozen creators on payroll who produce 10–20 original long- and short-form videos daily across verticals such as sport, gaming, entertainment and youth issues. DMG’s NewMedia and Creator Media teams have grown to about 100 people (25–30 producing original content). Creator-led posts average roughly 250,000–300,000 views (some formats 250k–350k), and the publisher reports over 160 million followers across its channels and 6–7 billion monthly video views; its TikTok news account has ~26 million followers. DMG has run branded activations (partners cited include Nationwide Bank, Supercell and Primark) and is tracking metrics like view-through, watch time, engagement, shares and saves to scale monetization.
Publisher strategic push into creator-led, in-house content is relevant to advertiser demand for in-feed creators and to publishers' monetization strategies, but it is a company-level play rather than a major industry-wide technical or policy shift.
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Key Takeaways & Evidence Grounding
- DMG Media hired more than two dozen creators onto its payroll after launching creator-led social channels in October 2025.
- Creators produce between 10 and 20 original long- and short-form videos per day across multiple topic verticals.
- DMG’s NewMedia and Creator Media teams are about six months old, have grown to ~100 people, with 25–30 producing original content.
- Creator-led content averages roughly 250,000–300,000 views (some formats average 250,000–350,000 views per video).
- DMG Media reports over 160 million followers across its channels, 6–7 billion monthly video views, and a TikTok news account with ~26 million followers; This is Money channel grew to ~200,000 followers after launch with Nationwide Bank.
Connected Companies & Entities
6 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Daily Mail Unveils Social Media Agency Amid Ad Shifts
DMG Media announced the launch of DMG New Media, a social-first publisher and agency aimed at expanding social monetization and content creation. The venture comprises about 60 people and targets producing more than 100 social videos per day, publishing under DMG banners such as Daily Mail, The Spotlight (entertainment), and The Respawn (gaming). Monetization will come from brand partnerships, including a McDonald’s-sponsored video on the Daily Mail UK TikTok account. The move reflects publishers’ efforts to diversify revenue amid declines in search traffic and ad spend, with DMG stating the new unit will operate across the DMG network on the backend. DMG’s Nick Moar described the strategy to Press Gazette, underscoring a broader industry shift toward social-first publishing. The roundup also touches on related industry concerns around AI-driven content and its impact on traditional publishers.
Daily Mail Launches New Media Video Unit Targeting 33% Ad Revenue
The Daily Mail U.S. is launching a new video division called New Media, focusing on creator-led social video franchises using in-house editorial talent. The model, imported from the U.K., has grown to over 100 staff and averages 300,000 views per video. Social video currently accounts for about 20% of the publisher's direct advertising revenue, a figure expected to exceed 33% by 2027. The unit aims to boost engagement and ad revenue by leveraging the publisher's editorial expertise in social video formats.
Creators Maturing into Diversified Media Companies
The article describes how top social creators are transforming into diversified media companies by building consumer brands, studios and service businesses beyond their original platforms. Examples include Jimmy Donaldson’s Beast Industries, which now spans food, toys, financial services and planned telecom offerings. Market data and recent deals—eMarketer’s $21 billion creator spend forecast for 2026, breakout theatrical hits from YouTube directors, and a $250 million fund from CAA and Integrated Media Company (backed by TPG)—are cited as evidence the creator economy has reached an inflection point. The piece outlines operational challenges in scaling, such as governance, hiring experienced executives, legal exposure, and the need for teams that can run without the founder. It forecasts increased M&A, further professionalization, and more institutional capital flowing into creator businesses.
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