NowThis

One of the largest social-first video news brands in the US, known for pioneering platform-native news distribution to younger audiences

NowThis is a digital media company founded in 2012 that pioneered the short-form, social-first video news format. The company distributes news content across platforms including Instagram, Facebook, TikTok, YouTube, Snapchat, and Twitter, building one of the largest social news audiences in the United States. Its content spans politics, world news, entertainment, and social justice, tailored for mobile consumption without requiring viewers to visit a dedicated website or app. From an advertising and media perspective, NowThis operates as a media property that monetizes its massive social audience through branded content, sponsored videos, and advertising partnerships. Brands and agencies work with NowThis to reach younger demographics — particularly millennials and Gen Z — who are difficult to engage through traditional television or print media. The company's content studio produces native advertising and sponsored content that blends with its editorial output. NowThis was originally backed by Group Nine Media, which merged with Vox Media in 2022. As part of Vox Media, NowThis operates under a larger portfolio that includes The Verge, Vox, New York Magazine, and other properties, giving advertisers access to a broad suite of digital media brands. In 2023, Vox Media sold NowThis to Accelerate Change, a nonprofit media organization, marking a significant shift in its ownership and strategic direction.