Mobile news publisher NowThis launches Originals division

Mobile news publisher NowThis has launched NowThis Originals, which will focus on the development and production of a slate of new and original shows optimized for distribution across social, streaming and linear platforms.

The Originals team will be overseen by executive producer Matt McDonough, who will report to NowThis editor, Sarah Frank, and will be based in the publisher’s New York office.

The existing NowThis News Group will focus on journalism, original reporting and political coverage, and continue to bring daily news stories through video to social feeds.

With the introduction of original programming, the brand has seen an increase in watch time of 36 per cent year-on-year. To date, NowThis’ shows have amassed over 300m minutes watched.

Programmes include Never Seen, which showcases first impressions of classic shows and movies from viewers who haven’t yet seen them; Mane which explores the intersection of hair and culture, focusing on a different hair trend each week, from its history to the people who drive it, and the culture that keeps it alive; and Apocalypse NowThis, which examines the different ways in which life as we know it on Earth could be wiped out.

“We’ve seen incredible success as we’ve expanded into mid and long-form programming over the past year,” said NowThis chief content officer, Tina Exarhos. “We’ve explored new genres and formats and reached millions of people with shows covering a wide range of topics. With breakthrough entertainment franchises like Never Seen, Apocalypse NowThis and Mane, we are making shows that connect, entertain and inspire. This is an important moment for us as we continue to broaden our reach and expand our storytelling capabilities.”

Launched in 2012, NowThis’ videos receive 2.5bn monthly views. NowThis has 13 content verticals, including News, Politics, Entertainment, Future, Her, Money, Sports and Food. In December 2016, NowThis joined forces with Thrillist, The Dodo and Seeker to form Group Nine Media.