Daily Mail publisher DMG Media has hired more than two dozen creators onto its payroll since it launched its creator-led social channels in October 2025.
Between them, these creators produce 10 to 20 original long and short-form videos daily, across topics ranging from football fandom to the issues young people face in the U.K., which are posted on the publisher’s social channels.
So far, creator-led content has generated on average between 250,000 and 300,000 views, which is above the average of their traditional social channels (Daily Mail and Mail Sport), according to the publisher without providing specifics. And they’ve attracted branded partnerships and sponsorship opportunities, though DMG declined to provide financial details or name exact brand names.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.