Source: Digiday
A traditional UK media company is extracting meaningful revenue from creator-led IP on social platforms within twelve months. This means legacy publishers can no longer treat social as a distribution afterthought—it's now a standalone business unit with its own economics. DMG scaled this to 30% of New Media revenue by building for social's format constraints and audience behaviors rather than repurposing broadcast-era content. The model has implications for how established media companies should restructure their P&Ls and editorial workflows.