United States
NowThis launched in the early 2010s as one of the pioneering social-first news publishers in the United States, built around short-form video designed for mobile consumption rather than traditional broadcast.
Total Followers +0.0%
12.3M
Across YouTube, Instagram, TikTok
Primary Platform
YouTube
2.2M followers · 18% of audience
Engagement
3.7%
vs. 1.5% category median
Sponsorship Tier
Mega
Est. $46K–$107K / IG post
NowThis officially expanded to the West Coast, tapping Flighthouse Media's former Director of Content to lead its growing slate of original digital series out of Los Angeles.
The Gen Z-focused media company snapped up the viral social-first series that films candid salary interviews on the street, with plans to expand it into a finance video podcast and more.
NowThis brought its breakout celebrity-and-street-interview digital series to the stage, performing at venues including the Laugh Factory as part of a limited live run.
Six Gen Z tastemakers — including Forbes 30 Under 30 honorees and creator-economy veterans — were appointed to guide NowThis's programming strategy as it repositioned away from news toward original entertainment formats.
| Window | YouTube | TikTok | Combined | |
|---|---|---|---|---|
| Last 7 days | +0 +0.0% | +765 +0.0% | +0 +0.0% | +765 |
| Last 30 days | +0 +0.0% | +6K +0.1% | +0 +0.0% | +6K |
| Last 90 days | +0 +0.0% | +0 +0.0% | +0 +0.0% | +0 |
| Last 365 days | +0 +0.0% | +0 +0.0% | +0 +0.0% | +0 |
Daily follower snapshots from CreatorDB's longitudinal index.
| Brand | Type | Platform | Date | Performance vs. baseline |
|---|---|---|---|---|
| Sallie Mae Financial Services | Sponsored content | TikTok | 2024–2025 | — |
| IPSY Beauty / Subscription Box | Sponsored content | TikTok | 2024–2025 | — |
| P.C. Richard & Son Electronics / Retail | Sponsored content | YouTube | 2024–2025 | — |
| Not Your Mother's Hair Care | Sponsored content | TikTok | 2024–2025 | — |
| Tinder Dating / Apps | Sponsored content | TikTok | 2024–2025 | — |
NowThis launched in the early 2010s as one of the pioneering social-first news publishers in the United States, built around short-form video designed for mobile consumption rather than traditional broadcast. The brand grew rapidly during the Facebook video era by packaging breaking news and political commentary into captioned, sound-off clips — a format that became a template for an entire generation of digital media. Now part of the Vox Media portfolio following Group Nine Media's merger, NowThis maintains a multi-platform presence across TikTok, Instagram, and YouTube, and has extended into a youth-facing sub-brand, NowThis Next, oriented around culture, activism, and social issues.
The channel's current content mix reflects a deliberate evolution from hard news toward entertainment, lifestyle, and advocacy — visible in its engagement with LGBTQ+ stories, fandom culture, and disability justice alongside sponsored integrations from brands like IPSY, Sallie Mae, and Not Your Mother's. This blend — socially progressive but commercially versatile — gives NowThis a distinctive branded-content profile: credible with values-driven and identity-focused advertisers while accessible to consumer goods and financial services categories. With engagement tracking meaningfully above category medians and a gender-balanced audience of younger adults, NowThis is increasingly competing in the lifestyle and culture media space as much as in traditional digital news.
Nowthis reaches an audience concentrated in United States primarily through YouTube, and is best activated via long-form YouTube integrations, Instagram Reels and Stories, TikTok branded content. Their sponsorship history skews toward Financial Services, Beauty / Subscription Box, Electronics / Retail, a clear signal of fit for brands in those categories. Demonstrated partners include Sallie Mae and IPSY. Engagement on YouTube runs around 3.7%, which points to an audience better suited to category-relevant, mid-funnel campaigns than to pure-reach buys. The channel's mix of long-form YouTube integrations and Instagram Reels and Stories lets a sponsor choose between short awareness placements and longer, more detailed integrations. Because the audience follows news content rather than arriving through untargeted reach, sponsorships that match the channel's subject matter tend to convert more efficiently than broad placements. A consistent, on-topic posting focus gives sponsors a predictable, brand-safe environment, lowering placement risk compared with broad, general-interest channels. Campaigns here are best measured on qualified engagement and consideration within the niche rather than on raw impression volume. For United States-focused brands in Financial Services and related categories, Nowthis offers a defined, creative-fit audience rather than broad, low-intent impressions.
Benchmark estimates for a creator at Nowthis's tier (Mega, 12.3M combined followers, United States). Pulled from CreatorDB's category benchmarks.
The CreatorDB Agency runs end-to-end influencer campaigns globally — shortlisting, outreach, contracting, and performance reporting. Talk to our team about building a campaign around creators in this niche.
Yes, NowThis launched as NowThis News, a digital media company built around short-form social video designed to be shared on mobile. Over time the brand dropped "News" from its name as it expanded into entertainment, lifestyle, and activism content well beyond traditional hard news coverage.
"Enjoy the glow" is NowThis's current brand tagline, used consistently across their YouTube, TikTok, and Instagram profiles. It signals a deliberate shift in brand identity toward a warmer, entertainment-and-lifestyle tone, moving away from the urgent, breaking-news positioning the brand originally built its following on.
NowThis Next is a content vertical within NowThis that focuses on activism, emerging changemakers, disability justice, and accessibility stories. It surfaces under its own hashtag (#nowthisnext) and represents the brand's most editorially mission-driven programming.
"It's My Business" is a branded content series on NowThis that profiles companies and the people behind them, with P.C. Richard & Son appearing as a named partner across multiple episodes. The format functions as a short documentary spotlight on a brand's story and values.
Yes — NowThis has created content explicitly tagged with #stevenuniverse and #rebeccasugar, reflecting their ongoing interest in LGBTQ representation in animation and pop culture. This fits within their broader editorial focus on queer identity, activism, and inclusive storytelling.
NowThis has consistently been discussed by media-bias trackers as a progressive or left-leaning outlet, and their content choices reflect that — heavy coverage of LGBTQ issues, disability justice, social activism, and moral-panic critiques. Their top hashtags and editorial framing align with progressive advocacy rather than neutral wire-style reporting.
Named sponsorships in NowThis content include Sallie Mae, Not Your Mother's hair care, IPSY, P.C. Richard & Son, and Tinder. These appear as clearly labeled partnership posts across their TikTok, Instagram, and YouTube channels.
NowThis regularly features external creators including Issa Oka, shannydomingsil, Britt Migs, and Mari in their sponsored and lifestyle segments. These collaborations let NowThis extend branded content to niche creator audiences while keeping their own feed active across platforms.
Under their NowThis Next umbrella, NowThis publishes content tagged #disabilityjustice and #accessibility that spotlights advocates and systemic barriers facing disabled communities. The coverage treats disability as a social and political issue rather than a human-interest angle, which is consistent with their broader activist editorial voice.
NowThis is active on TikTok, Instagram, and YouTube, with a combined following well into the tens of millions placing them firmly in the Mega tier of digital media brands. TikTok is their largest single platform, though their YouTube channel is where they maintain their original archive and longer-form content.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
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@nowthis · YouTube
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