Observed Signal · Sep 10, 2026 · Product Launch · Source: Adweek · Impact: 2/5 · Sentiment: Positive
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.
Relevant for publishers and AdTech as it highlights a major publisher's strategic shift to social video, indicating revenue diversification and increased demand for social video inventory.
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Key Takeaways & Evidence Grounding
- Daily Mail U.S. is launching a video division called New Media.
- New Media features creator-led social video franchises using in-house editorial talent.
- The U.K. model has grown to over 100 staff and averages 300,000 views per video.
- Social video currently represents roughly 20% of direct advertising revenue.
- Company expects social video to exceed 33% of direct ad revenue by 2027.
Connected Companies & Entities
1 Entity mapped“according to Bob Marshall, the U.S. head of content at DMG Media.”
Ontology Mapping & Concepts
Related 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.
DMG Media: Social-Only Briefs Drive 30% of New Media Revenue
DMG Media's New Media division, launched a year ago, reports that direct social-only briefs now account for 30% of its revenue. The division, led by director Nathan Aspell, focuses on creator-led IP for younger audiences across brands like Daily Mail, Mail Sport, This Is Money, and Eliza. It employs over 100 staff, including 25 salaried creators, and generates 3 billion monthly views with 2,000 monthly posts on Instagram and TikTok. A recent cross-platform campaign's social component was worth seven figures. The strategy reflects a broader publisher shift from driving referral traffic to creating in-feed content and selling sponsorships. DMG also earns revenue through platform monetization, including revenue-sharing with Meta. The company owns the IP developed by its creators, who are integrated into 90% of branded content, boosting engagement by 50%.
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.
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