What JOE does

JOE operates as a UK-based digital media platform that publishes free-to-consumer content across news, sport, politics, entertainment, and lifestyle verticals, primarily serving UK and Irish audiences. The company produces original editorial content alongside branded interactive quiz franchises — most prominently the JOE Friday Pub Quiz (now in its 509th edition), the daily Quick-Fire General Knowledge Quiz, and the weekly Film Club Quiz — which generate habitual return visits and form the company's most distinctive engagement mechanic. Distribution is multi-channel, spanning an owned website at joe.co.uk and active accounts on Instagram, Facebook, YouTube, TikTok, and X, with an email newsletter signalled as forthcoming.

The revenue model is advertising-based: content is free to end users, with monetisation through brand and programmatic advertising on the website and social surfaces, supported by a dedicated 'Advertise with us' contact surface. JOE has no disclosed app, no parent company or subsidiaries, no funding rounds, and no M&A activity in the available data. The company is privately held, headquartered in London, with a stated headcount band of 51–100 employees, and shows active publishing through 2026.

There is no evidence in the supplied data of AI/ML integration, proprietary data assets, named advertising clients, technology-stack disclosures, leadership-team details, partnerships, regulatory actions, or recognised industry awards — which constrains assessment of technical differentiation, institutional backing, and advertiser-side concentration risk.

Name

JOE

Legal name

Joe.co.uk

Website

https://joe.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

JOE is a UK-based digital media company publishing free, advertising-supported original content in news, sport, politics, entertainment, and lifestyle, with a distinctive portfolio of branded daily and weekly quizzes for UK and Irish audiences.

Ownership category

akta.pro rank

Product category

Digital News & Entertainment Media

NAICS

Periodical Publishers (513120), Newspaper Publishers (51311)

SIC

Periodicals: Publishing Or Publishing & Printing (2721), Newspapers: Publishing Or Publishing & Printing (2711)

akta.pro primary industry

Entertainment & Celebrity Magazines (MPAJAEAK)

Keywords

• Digital news media
• Sports journalism
• Entertainment content
• Interactive trivia quizzes
• Online lifestyle publishing

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Distribution channels1 record

Marketing channels7 records

Core offering

JOE is a UK-focused digital media publisher that produces and distributes original editorial content across News, Sport, Politics, Entertainment, and Lifestyle verticals via its joe.co.uk website and social media channels. Its flagship products are interactive quiz franchises: The JOE Friday Pub Quiz (weekly 25-question trivia), The JOE Quick-Fire General Knowledge Quiz (daily 3-minute quiz), The JOE Film Club Quiz (weekly film identification quiz), plus a World Cup Match Predictor prediction game.

Product overview

JOE is a UK-based digital media platform offering news, sport, politics, entertainment, and lifestyle content. The core products include The JOE Friday Pub Quiz (a weekly five-round, twenty-five question trivia quiz), The JOE Quick-Fire General Knowledge Quiz (a daily three-minute timed quiz), and The JOE Film Club Quiz (a weekly film identification quiz). The platform also features a World Cup Match Predictor game for sports prediction competitions. Content is organized into distinct sections for News, Sport, Politics, Entertainment, and Lifestyle.

Differentiator

Problem solved

Functional benefit

Products and services

• The JOE Friday Pub Quiz Weekly trivia quiz featuring five rounds and twenty-five questions covering news, sport, film, TV and general knowledge, targeted at UK audiences and accessible for free on joe.co.uk.
• The JOE Quick-Fire General Knowledge Quiz Daily multiple-choice general knowledge quiz designed to be completed in three minutes, aimed at UK readers looking for short-form trivia.
• The JOE Film Club Quiz Weekly trivia quiz where players identify movies from still images using multiple-choice options, targeted at UK film enthusiasts.
• World Cup Match Predictor Prediction game for World Cup matches where users submit score predictions to win a £1,000 prize, aimed at UK sports fans during tournament periods.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves4 records

Expansion highlights4 records

Direct peers

• GiveMeSport: Sports-focused digital publisher targeting football fans in the UK and globally. Directly comparable on JOE's sport-heavy editorial mix, social-first distribution, and ad-supported model.
• The Poke: UK digital satire and news site with similar social-media-driven distribution and a comparable light-entertainment editorial tone. Comparable as a smaller, independent UK digital media operator targeting shareable content.
• The Tab: UK digital news publisher with social-led distribution and a similar horizontal segmentation across news, lifestyle, and culture. Comparable as a UK-focused, social-first digital media operator.
• LBG Media (LADbible, UniLad, Tyla): UK-based digital media group operating LADbible, UniLad, and related brands targeting the same young, social-first audience with entertainment, sports, and lifestyle content. Closest publicly-comparable peer for JOE's audience, content mix, and ad-supported business model.

Regional players

• Planet Sport: Multi-vertical sports digital media group with portfolio of sport-focused sites serving UK and international audiences. Comparable on sport-led editorial and ad-supported model; broader portfolio than JOE but similar underlying dynamics.

Broad incumbents

• Daily Mail (MailOnline): UK news and entertainment publisher with massive digital reach covering sport, politics, lifestyle, and celebrity content. Comparable as a much larger incumbent operating in the same UK digital news/entertainment category.
• The Sun (News UK): UK tabloid with strong digital presence in sport, politics, and entertainment targeting a similarly broad UK audience. Comparable on audience, content verticals, and ad-supported model at much greater scale.
• BuzzFeed UK: Global digital media company with quiz-led content and social distribution that pioneered the format JOE's Friday Pub Quiz and Film Club Quiz are built on. Comparable as a larger, established player operating across the same quiz/entertainment niche.
• Vice Media: Global digital media company with strong presence in UK youth-oriented content covering culture, news, and lifestyle. Comparable as a larger, established publisher in adjacent verticals (culture, lifestyle) with similar target demographic.
• Reach plc (Mirror, Express, Star): UK's largest commercial news publisher operating Mirror, Express, and Star brands with strong sport, entertainment, and lifestyle verticals. Comparable as a large incumbent in the same UK digital news/entertainment category with shared advertiser base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/JOE_co_uk
• YouTubeyoutube.com/channel/UCOYXMJcUXo58HmJN1vuzKUA
• Facebookfacebook.com/www.JOE.co.uk
• Instagraminstagram.com/joe_co_uk
• TikToktiktok.com/@joeuk

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about JOE