First Media
First Media (BFTV, Inc.) is a vertically integrated content publisher and performance marketing partner operating four owned media brands (Blossom, So Yummy, Blusher, BabyFirst) with 100M+ social followers and three TV networks, selling CPA-based performance marketing, custom content, shoppable commerce, and retail products to enterprise CPG, retail, entertainment, and DTC brand clients.
- Company typePrivate
- Founded2004
- HeadquartersLos Angeles, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What First Media does
First Media (legal entity BFTV, Inc.) is a vertically integrated content publishing and performance marketing company headquartered in North Hollywood, California. The company operates four owned media brands—Blossom (lifestyle, 106M+ social followers), So Yummy (food, 63M+ followers), Blusher (beauty, 10.8M+ followers), and BabyFirst (parenting, 60M+ U.S. TV homes)—that collectively deliver 180M+ organic audience reach and serve as the distribution backbone for brand-partner campaigns. Its core product set spans Performance Marketing with CPA-based risk-free pricing, Custom Content (in-house studio production), Shoppable Content (one-click API integrations with Walmart and Instacart), Affiliate Marketing, Publisher Development, Retail Products (So Yummy by Bella at Target and Amazon), and TV advertising across three owned networks (BabyFirst TV, So Yummy TV, Blossom TV).
The company's underlying technology combines an in-house creative production studio with proprietary performance marketing infrastructure, including predictive analytics, real-time bid optimization across Meta, TikTok, YouTube, and Snapchat, and an omni-channel distribution stack spanning social, linear TV, out-of-home (GSTV, Outfront), digital brand hubs, and retail commerce APIs. First Media serves enterprise clients across CPG (Coca-Cola Brands, Kraft Heinz, Hormel, Planters), retail (Walmart, Target, ShopRite, Amazon), entertainment (Walt Disney, Mattel, Universal, Sony Music), and DTC growth-stage brands (HelloFresh, Factor, The Farmer's Dog, MudWTR).
Revenue derives from seven streams: CPA-based performance fees, custom content production services, affiliate commissions, shoppable content transaction fees, TV/display advertising, retail product sales, and publisher ad inventory. The company employs 101-250 staff distributed across more than 20 U.S. states and international hubs in Tel Aviv, Mexico City, Ukraine, Philippines, Brazil, and Pakistan, enabling 24/7 campaign execution.
First Media firmographics
Firmographics- Name
- First Media
- Legal name
- BFTV, Inc.
- Website
- https://first.media
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- First Media (BFTV, Inc.) is a vertically integrated content publisher and performance marketing partner operating four owned media brands (Blossom, So Yummy, Blusher, BabyFirst) with 100M+ social followers and three TV networks, selling CPA-based performance marketing, custom content, shoppable commerce, and retail products to enterprise CPG, retail, entertainment, and DTC brand clients.
- Ownership category
- akta.pro rank
First Media industry classification
Industry- Product category
- Digital Marketing Services
- NAICS
- Media Buying Agencies (54183), Advertising, Public Relations, and Related Services (5418), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Social & Digital-First Branded Content (Short-Form, Influencer, UGC-Style) (MPADAEAB)
- akta.pro secondary industries
- Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB), Affiliate & Partner Media Buying (BPAFABAJ)
Keywords
Where First Media is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
First Media business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Performance Marketing: CPA-based performance marketing where clients pay only for results at agreed cost-per-acquisition; risk-free model with no retainers or fees for testing
- Custom Content Creation: Full-service video production including top-down recipes, in-studio originals, influencer/creator content, and professional photography for brand partners
- Shoppable Content: Interactive shoppable media units with API integrations to Walmart, Instacart enabling direct purchase from content; includes custom recipe hubs and landing pages
- Affiliate Marketing: Negotiated flat fee plus commission based on gross Amazon revenue; includes organic distribution to 180M+ audience and paid media amplification
- Publisher Development: Standard and high-impact ad inventory including display, pre-roll, mid-roll, sticky video, interactive quizzes, branded content hubs, and shoppable integrations
- Retail Products: Product incubation and licensing partnerships including So Yummy by Bella product line available at Target and Amazon
- TV Networks: Direct sales on BabyFirst TV (60M U.S. TV homes), So Yummy TV (40M U.S. TV homes), and Blossom TV with native content integration
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Outcome Based/ Performance | Pay-as-you-go | CPA-Based Performance Marketing |
| Hybrid | Multi-year contract | Affiliate Marketing Partnership |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels8 records
First Media product offering
Product offeringCore offering
First Media is a content publisher and marketing partner that operates four owned media brands (Blossom, So Yummy, Blusher, BabyFirst) reaching 100M+ social followers and three TV networks reaching 100M+ U.S. TV homes. The company sells performance marketing, custom content creation, shoppable content, affiliate marketing, publisher development, retail product incubation, and TV advertising to enterprise brand clients. Clients include major CPG brands, entertainment companies, retailers, and high-growth DTC brands seeking measurable consumer action through integrated creative production and data-driven paid media campaigns.
Product overview
First Media is a leading marketing partner for brands, operating as a multi-solution content and media company. The core offering combines Performance Marketing, Custom Content, Shoppable Content, Affiliate Marketing, Publisher's Development, Retail Products, and TV Networks. The portfolio includes four major owned brands: Blossom (Lifestyle, 106M+ followers), So Yummy (Food, 63M+ followers), Blusher (Beauty, 10.8M+ followers), and BabyFirst/BabyFirstTV (Parenting, 60M+ U.S. TV homes). So Yummy TV and BabyFirst TV are cable/satellite TV networks distributed nationally. The company also develops retail products through So Yummy by Bella (available at Target and Amazon). A key differentiator is the built-in influence model where ads run exclusively on owned social handles with 100M+ followers, combined with CPA-based risk-free performance marketing.
Differentiator
Problem solved
Functional benefit
Brands
- So Yummy: Food and lifestyle brand serving up smart, stunning ideas, tips, and products for the kitchen. Has 63M+ followers and 283M monthly views.
- Blossom
- Blusher
- BabyFirst
Products and services
- Performance Marketing
Quantifiable outcome
- Factor achieved 190M video views, 700K+ outbound clicks; HelloFresh generated 405M+ views; Walt Disney campaign drove 64.6M+ views with 7x overdelivery on guarantees
- +6 more outcomes
Companies that use First Media
Customer profileNamed customers19 records
Segments6 records
Ideal customer profiles4 records
First Media technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability14 records
Feature5 records
First Media partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- TargetcoreSo Yummy by Bella retail product line including bakeware, cookware, and kitchen appliances sold at Target stores nationwide
- AmazoncoreRetail product distribution channel for So Yummy by Bella line and shoppable content integration enabling seamless purchase from content
- Tartari (TV Ad Sales)minorTV ad sales partnership providing national reach and exposure for brands across BabyFirst TV and So Yummy TV
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
First Media competitors and assessment
Company assessmentDirect peers
- BuzzFeed: BuzzFeed operates a portfolio of social-first digital brands and monetizes through branded content, commerce, and advertising — directly comparable to First Media's owned-brand content and performance marketing model.
- Power Digital Marketing: Power Digital is a performance and brand marketing agency with proprietary tech stack and commerce focus, comparable to First Media's in-house media buying and shoppable content capabilities.
- Jellysmack: Jellysmack distributes and optimizes creator content across social platforms using proprietary analytics — directly comparable to First Media's predictive analytics and multi-platform distribution engine.
- PopSugar: PopSugar produces lifestyle, food, and beauty content for large female audiences with social distribution and brand partnerships — comparable to First Media's Blossom and Blusher brands.
- Tastemade: Tastemade is a food and travel digital media company producing social-first video content with shoppable integrations and brand partnerships, closely mirroring First Media's So Yummy brand and shoppable content offering.
- Moonbug Entertainment: Moonbug operates kids/family digital content brands and TV networks (Cocomelon, Blippi), directly comparable to First Media's BabyFirst TV network and parenting content vertical.
- Tinuiti: Tinuiti is a performance marketing agency focused on commerce and digital media buying across social platforms, closely aligned with First Media's CPA-based performance marketing product and retail partnerships.
Emerging players
- Captiv8: Captiv8 is an influencer marketing platform connecting brands with creators for paid campaigns — overlapping with First Media's creator/influencer integrations and influencer-driven brand campaigns.
Broad incumbents
- Publicis Groupe: Publicis is a global advertising holding company with media buying, content, and commerce capabilities across its agencies (Starcom, Digitas) — a broad incumbent in the same end markets as First Media.
- WPP: WPP is a global advertising holding company offering media planning/buying, content production, and commerce through GroupM and creative agencies — a broad incumbent competing for the same brand budgets as First Media.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
First Media social profiles
Digital presenceFirst Media financial estimates
Financial estimateRevenue estimate
Valuation estimate
First Media leadership team
Management profileNumber of profiles
Profiles5 records
First Media funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
First Media 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 First Media
What does First Media do?
First Media is a content publisher and marketing partner that operates four owned media brands (Blossom, So Yummy, Blusher, BabyFirst) reaching 100M+ social followers and three TV networks reaching 100M+ U.S. TV homes. The company sells performance marketing, custom content creation, shoppable content, affiliate marketing, publisher development, retail product incubation, and TV advertising to enterprise brand clients. Clients include major CPG brands, entertainment companies, retailers, and high-growth DTC brands seeking measurable consumer action through integrated creative production and data-driven paid media campaigns.
Is First Media a public or private company?
First Media is a private company. It is classified as venture growth investor backed and is currently operating.
When was First Media founded?
First Media was founded in 2004. It employs 101 to 250 people.
Where is First Media based?
First Media is headquartered in Los Angeles, United States, in the North America region.
How does First Media make money?
Seven revenue lines are on record. Performance Marketing is the primary driver. The others are custom Content Creation, shoppable Content, affiliate Marketing, publisher Development, retail Products and TV Networks.
Who are First Media's main competitors?
Direct peers on record are BuzzFeed, Power Digital Marketing, Jellysmack, PopSugar, Tastemade, Moonbug Entertainment and Tinuiti. Captiv8 is listed as an emerging player. Broad incumbents are Publicis Groupe and WPP.
Does First Media have an API?
No public API is recorded for First Media.
What industry is First Media in?
First Media's product category is Digital Marketing Services. Its primary akta.pro industry code is MPADAEAB, Social & Digital-First Branded Content (Short-Form, Influencer, UGC-Style), with a secondary code of BPAFABAB, Digital & Programmatic Media Buying (Display, Video, CTV, Audio). Its NAICS code is 54183 and its SIC code is 7311.