LADbible Group
LADbible Group is a UK-based, publicly listed (LSE: LBG) social-first digital media company operating a portfolio of youth-focused publishing brands (LADbible, SPORTbible, UNILAD, Tyla, GAMINGbible) reaching nearly one billion global users and monetizing through branded content, display advertising, video licensing, and Gen Z research services.
- Company typePublic
- Founded2012
- HeadquartersManchester, United Kingdom
- Headcount251–500
- GTM typeB2B
- OfferingDigital Commerce or Content
What LADbible Group does
LADbible Group is a Manchester-founded (2012) social-first digital media company that operates a portfolio of owned-and-operated publishing brands targeting 18–34 year-old audiences globally. The group runs flagship brands including LADbible, SPORTbible, UNILAD, Tyla, GAMINGbible, FOODbible, and ODDSbible, plus acquired properties Betches Media (female humor, 2023), Furry Tails (2024), and Uncovered (creative agency, announced 2026). Content is distributed across all major social platforms — Facebook, TikTok, Snapchat, Instagram, and YouTube — alongside five owned websites reaching 69 million monthly users and a claimed global audience approaching one billion. The company also operates a YouTube flagship (LADbible TV) with 2 million subscribers and over 50 billion cumulative video views.
The group's commercial model rests on four pillars: (1) branded content and display advertising across owned websites and social platforms (Joyride branded content unit plus MPU, leaderboard, and video ad formats); (2) video licensing through CONTENTbible, a library of over 70,000 rights-cleared viral clips; (3) audience research via LADnation, a 50,000+-member Gen Z panel offering audience insights, creative testing, brand tracking, effectiveness measurement, and targeting services priced from £7K–£12K; and (4) original programming through LADstudios, with shows such as Agree to Disagree, Snack Wars, and Minutes With. Most recently, the group launched a FAST (Free Ad-Supported Streaming TV) channel on Samsung TV Plus in Ireland, extending distribution into connected-TV environments.
LADbible Group is publicly listed on the London Stock Exchange as LBG Media PLC (ticker: LBG) since 2021, domiciled in the United Kingdom, with operating offices in Manchester, Dublin, and Sydney. The customer base is dominated by large enterprise advertisers — Smirnoff, McDonald's, KFC, Three Mobile, Google Pixel, Samsung, Disney+, Costa Coffee, Uber Eats, John Lewis, Amazon Prime Video, the British Army, RNIB, and Cancer Research UK — supported by IAB Gold Standard 2.0 certification for brand safety. Reported financials indicate 2025 revenue of approximately $124M, up from $74M in 2021 (roughly 14% CAGR). The group has executed two consecutive rounds of layoffs (London, then Manchester) amid slower user-generated content growth, while continuing to invest in acquisitions and new distribution channels.
LADbible Group firmographics
Firmographics- Name
- LADbible Group
- Legal name
- LADbible Group Ltd
- Website
- https://ladbiblegroup.com
- Company type
- Public
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- LADbible Group is a UK-based, publicly listed (LSE: LBG) social-first digital media company operating a portfolio of youth-focused publishing brands (LADbible, SPORTbible, UNILAD, Tyla, GAMINGbible) reaching nearly one billion global users and monetizing through branded content, display advertising, video licensing, and Gen Z research services.
- Ownership category
- akta.pro rank
LADbible Group industry classification
Industry- Product category
- Social-First Digital Media Publishing
- NAICS
- Marketing Research and Public Opinion Polling (541910)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Podcast Networks & Studio Platforms (MPAIADAC)
- akta.pro secondary industries
- Micro-Licensing (UGC/Short-Form/Digital Ads) Providers (MPAIALAJ), B2B Sports Digital Syndication & White-Label Streaming Services (MPAKAOAJ)
Keywords
Where LADbible Group is headquartered
LocationHeadquarters
- HQ city
- Manchester
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
LADbible Group business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Branded Content & Advertising: Custom branded content campaigns, display advertising across websites, and sponsorship of original programming. Includes talent-led videos, cause-related series, and social-first advertising solutions.
- Video & Content Licensing: Licensing of viral video library containing over 70,000 rights-cleared clips to brands seeking authentic content for their messaging.
- LADnation Research Services: Youth audience research panel with five bespoke solutions: Audience Insights, Creative Testing, Brand Tracking, Effectiveness measurement, and Targeted audience modeling.
- Display Advertising: Standard, rich media, and video ad formats across LADbible Group websites reaching 69 million monthly users, including MPU, Double MPU, Leaderboard, Billboard, and mobile formats.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Audience Insights - Deep dive survey or cameos for audience understanding |
| Other | Multi-year contract | Creative Testing - Pre-test strapline or creative before going live |
| Other | Multi-year contract | Brand Tracking - Track brand or trend over time |
| Other | Multi-year contract | Effectiveness - Measure campaign effectiveness |
| Usage-based | Pay-as-you-go | Targeting and Modelling - Activate detailed audience segments with tailored messaging |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
LADbible Group product offering
Product offeringCore offering
LADbible Group is a social-first digital media company that operates a portfolio of youth-focused publishing brands across news, sport, lifestyle, gaming, and entertainment. It monetizes its global audience of approaching 1 billion (including 69 million monthly users across its owned websites) through branded content campaigns, display and video advertising, original programming production via LADstudios, video clip licensing via CONTENTbible, and a fee-based youth research panel called LADnation.
Product overview
LADbible Group is a multi-platform social-first media company operating a portfolio of digital publishing brands, content creation studios, and audience research services. The core offering consists of owned-and-operated social publishing brands spanning news (LADbible, UNILAD), sports (SPORTbible, ODDSbible), lifestyle (Tyla, FOODbible, Furry Tails), gaming (GAMINGbible), and entertainment (Betches Media), along with regional variants for Ireland and Australia. Commercially, the group offers branded content via Joyride, display and video advertising across its websites, original programming through LADstudios, a 70K+ video clip licensing library via CONTENTbible, and a Gen Z research panel called LADnation. A new FAST (Free Ad-Supported Streaming TV) channel on Samsung TV Plus extends reach to connected TVs. The company distributes content across all major social platforms (Facebook, TikTok, Snapchat, Instagram, YouTube) and operates websites reaching 69 million monthly users.
Differentiator
Problem solved
Functional benefit
Brands
- LBG Media: The publicly listed company name for LADbible Group, trading as LBG on the London Stock Exchange.
- LADstudios
- LADnation
Products and services
- LADstudios LADbible Group's content creation and video production arm producing original programming (Agree to Disagree, Minutes With, The Gap, Snack Wars, Ask the Audience, Confessions, FAQs, First Impressions, No Filter, Do U Even Know Me?, The Eleven, Honest Dating) for youth audiences across social platforms. Flagship LADbible TV YouTube channel has 2 million subscribers and 50 billion+ video views. Sold as content production services to brand clients and used to power LADbible-owned programming.
- LADnation Youth and Gen Z research panel from LADbible Group that couples behavioral and content data with a national representative sample of 50,000+ young people. Offers five bespoke solutions for brands and agencies: Audience Insights (from £8K), Creative Testing (from £7K), Brand Tracking (from £12K), Effectiveness (from £8K), and Targeting and Modelling (£1.25 CPM, pay-as-you-go). Includes annual Youth Census study (8,300+ respondents in 2025).
- CONTENTbible Video licensing platform offering brands and agencies access to a library of 70,000+ rights-cleared viral video clips to support their messaging. Licensing clients have included O2, Jaguar, Google, Samsung and Cancer Research.
- Joyride Branded Content LADbible Group's in-house branded content and creative team delivering effective advertising solutions for brand and performance marketing challenges. Produces talent-led videos, cause-related video series, and authentic storytelling on social platforms for brand campaigns (e.g. Smirnoff Free To Be, Three Mobile Relaxing Stuff, KFC Virgins).
- Display Advertising Display advertising solutions across LADbible Group websites reaching 69 million monthly users, including standard formats (MPU, Double MPU, Leaderboard, Billboard, Mobile Banner), rich formats (Social Amplification, Interscroller), and video formats (LADx, Pre-Roll VOD, Outstream). IAB Gold Standard 2.0 certified.
- LADbible FAST Channel Free Ad-Supported Streaming TV (FAST) channel distributed on Samsung TV Plus in Ireland, offering original LADbible Group programming and celebrity interviews on Samsung Smart TVs and Galaxy devices, targeting Irish audiences.
- LADbible Flagship social publisher brand, the second biggest news site in the UK, delivering mainstream entertainment and news content for a social generation with a British tone of voice and global outlook.
- SPORTbible UK's number one sports website, unifying fans of all sports with sport news, betting previews, transfer news, and engaging sports entertainment; also operates in Australia via SPORTbible Australia.
- UNILAD Bold stories and news about people and what connects them worldwide, with US news and entertainment focus. Includes sub-verticals UNILAD Tech (technology), UNILAD Sound (music), UNILAD Adventure (travel).
- Tyla Lifestyle and entertainment brand targeting women, covering fashion, beauty, and pop culture with a celebratory and relatable tone for a high-street fashion and beauty audience.
- GAMINGbible Accessible gaming content brand covering mainstream gaming, gameplay and products, gaming culture, serving 3 million+ monthly unique users.
- Betches Media Leading humor platform for women offering cutting-edge and culturally relevant content across web, social, podcasts and events; one of the earliest digitally native media companies founded and led by women; acquired by LBG Media in 2023.
Quantifiable outcome
- 82% view-through rate for Sky Premier League campaign with personalized video creative
- +3 more outcomes
Companies that use LADbible Group
Customer profileNamed customers19 records
Segments3 records
Ideal customer profiles1 record
LADbible Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
LADbible Group partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, minor, major and strategic.
- UncoveredcoreAward-winning social-first creative agency founded by Chris Cookson and Catherine Orr. The acquisition accelerates LBG Media growth strategy across UK and US while strengthening commercial capabilities in social content, branded IP, entertainment, and creator marketing.
- C-ScreensminorContent partnership expanding LADbible's reach into out-of-home and digital screen advertising networks.
- Val Morgan DigitalcoreLong-term strategic commercial partnership for digital advertising and audience monetization across Australia and New Zealand markets.
- Betches MediacoreLeading humor platform for women on the internet offering cutting-edge and culturally relevant content across web, social, podcasts and events. Founded in 2011, Betches is one of the earliest digitally native media companies founded and led by women.
- Amazon Prime VideomajorCo-creation of documentary series including Unheard, investigative documentary launched on Amazon Prime Video globally, and online multiverse content for The Wheel of Time.
- TikTokcoreFirst e-commerce live broadcast partnership and ongoing content distribution. LADbible is the biggest news publisher on TikTok.
- SnapchatcoreLADbible Australia partnered with Snapchat to produce three original shows for the platform, extending reach into younger demographics.
- SamsungcoreVideo licensing client for viral clips. FAST channel distribution partner for connected TV content.
- The Prince's TruststrategicOngoing partnership for Gen Z redefining dream jobs research and Prince's Trust Awards sponsorship supporting youth employment initiatives.
- RNIBstrategicRNIB Hijack campaign putting blind and partially sighted creators in the spotlight, challenging stereotypes and sharing real everyday experiences.
- CoppafeelstrategicPartnership to target women aged 18-24 to drive breast checking awareness and champion body positivity in Gen Z.
Scale indicators16 records
Recent moves9 records
Expansion highlights6 records
LADbible Group competitors and assessment
Company assessmentDirect peers
- BuzzFeed: Digital-first publisher built around social distribution and youth audiences, with a portfolio of brands (BuzzFeed, HuffPost, Tasty) and similar advertiser-led monetisation. Direct competitor for social video reach and branded content briefs.
- Vice Media: Multi-brand digital media group targeting Gen Z and millennial audiences across news, culture, and entertainment. Comparable in audience demographic, multi-platform distribution, and branded content/revenue model.
- JOE Media: Ireland- and UK-based social publisher (Joe.co.uk, Joe.ie, Her.ie) targeting young male audiences with viral video and sports content. Closest direct competitor in the Irish and UK youth social publishing market.
- Bleacher Report: Social-first sports publisher (owned by Warner Bros. Discovery) built around short-form video and fan communities on TikTok, Instagram, and YouTube. Direct peer for SPORTbible's social sports strategy.
- Complex Networks: Youth-culture digital media brand covering music, fashion, sports, and pop culture with social-first video and original programming. Direct comparable in audience and original-content monetisation.
- Mashable: Digital-first publisher targeting younger demographics across tech, culture, and entertainment with strong social distribution. Comparable in social-led audience growth and display/advertising monetisation.
- NowThis: Social-native news publisher producing short-form video for Facebook, TikTok, Instagram, and YouTube (part of Group Nine Media). Directly comparable to LADbible in platform-led video distribution and youth audience targeting.
Broad incumbents
- Vox Media: Larger US digital media group operating multiple editorial brands (Vox, The Verge, SB Nation) plus a podcast network and B2B branded content studio (Vox Creative). Comparable multi-brand and branded-content model at greater scale.
- Insider: General-interest digital news and lifestyle publisher (formerly Business Insider) with significant social distribution and branded content revenue. Comparable in monetising large social audiences through branded and display advertising.
- Reach plc: Largest UK commercial news publisher (Mirror, Express, Daily Star, OK!, Manchester Evening News) with national scale and digital display advertising at scale. Adjacent comparable as a UK multi-brand digital publisher competing for the same advertising budgets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
LADbible Group social profiles
Digital presenceLADbible Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
LADbible Group leadership team
Management profileNumber of profiles
Profiles4 records
LADbible Group subsidiaries and ownership
Company hierarchySubsidiaries13 records
LADbible Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LADbible Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LADbible Group
What does LADbible Group do?
LADbible Group is a social-first digital media company that operates a portfolio of youth-focused publishing brands across news, sport, lifestyle, gaming, and entertainment. It monetizes its global audience of approaching 1 billion (including 69 million monthly users across its owned websites) through branded content campaigns, display and video advertising, original programming production via LADstudios, video clip licensing via CONTENTbible, and a fee-based youth research panel called LADnation.
Is LADbible Group a public or private company?
LADbible Group is a public company. It is classified as public and is currently operating.
When was LADbible Group founded?
LADbible Group was founded in 2012. It employs 251 to 500 people.
Where is LADbible Group based?
LADbible Group is headquartered in Manchester, United Kingdom, in the Europe region.
How does LADbible Group make money?
Four revenue lines are on record. Branded Content & Advertising is the primary driver. The others are video & Content Licensing, LADnation Research Services and display Advertising.
Who are LADbible Group's main competitors?
Direct peers on record are BuzzFeed, Vice Media, JOE Media, Bleacher Report, Complex Networks, Mashable and NowThis. Broad incumbents are Vox Media, Insider and Reach plc.
Does LADbible Group have an API?
No public API is recorded for LADbible Group.
What industry is LADbible Group in?
LADbible Group's product category is Social-First Digital Media Publishing. Its primary akta.pro industry code is MPAIADAC, Podcast Networks & Studio Platforms, with a secondary code of MPAIALAJ, Micro-Licensing (UGC/Short-Form/Digital Ads) Providers. Its NAICS code is 541910 and its SIC code is 7900.