First Media

Digital Marketing Servicesfirst.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

Performance marketing services
Custom content production
Shoppable content creation
Social media marketing
TV network advertising

Where First Media is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers19 records

Segments6 records

Ideal customer profiles4 records

First Media technology and API

Technology

Technology 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 signal

Partnerships

Three partnerships are on record, tiered core and minor.

TargetcoreStrategic or Co-development PartnerSo Yummy by Bella retail product line including bakeware, cookware, and kitchen appliances sold at Target stores nationwide
AmazoncoreChannel Partner/ Reseller/ DistributorRetail product distribution channel for So Yummy by Bella line and shoppable content integration enabling seamless purchase from content
Tartari (TV Ad Sales)minorChannel Partner/ Reseller/ DistributorTV 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 assessment

Direct 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 financial estimates

Financial estimate

Revenue estimate

Valuation estimate

First Media leadership team

Management profile

Number of profiles

Profiles5 records

First Media funding detail

Funding detail

Funding 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 investment

M&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?

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.