Group Nine Media
Digital-first media company that boasts nearly 4 billion video views every month.
| Date | Investors | Amount | Round |
|---|---|---|---|
| - | investor investor investor | €0.0 | round |
| investor | €0.0 | round | |
| investor | €0.0 | round | |
| investor investor | €0.0 Valuation: €0.0 | round | |
* | N/A | Acquisition | |
| Total Funding | 000k | ||
Group Nine Media was a digital media holding company formed in October 2016 through the merger of four distinct brands: Thrillist, NowThis, The Dodo, and Seeker. The architect behind this consolidation was Ben Lerer, who had previously founded Thrillist, a men's lifestyle and travel media business. Lerer, who also co-founded the successful early-stage venture fund Lerer Hippeau, brought his operational experience and investor acumen to his role as CEO of Group Nine. His journey began with Thrillist as a side project, a newsletter to help friends discover things to do in New York, which grew into a significant venture-backed media entity.
The formation of Group Nine was backed by a significant $100 million minority investment from Discovery Communications, which became its largest shareholder. This strategic consolidation aimed to create a multi-brand powerhouse with substantial audience reach, better data insights, and stronger partnership potential with advertisers in a competitive digital landscape. The company's business model centered on creating and distributing content tailored for social media platforms where its millennial-focused audience spent their time, generating revenue primarily through branded content and advertising. The portfolio was diverse: Thrillist covered food, drink, and travel; NowThis focused on short-form video news for a mobile-first audience; The Dodo catered to animal lovers with uplifting stories; and Seeker explored science and technology. This strategy proved effective, with the company boasting nearly 4 billion monthly video views at one point.
A significant milestone was the acquisition of women's lifestyle publisher PopSugar in October 2019, further expanding its audience and content categories. The company continued its growth trajectory, leading to a pivotal moment in digital media consolidation: its acquisition by Vox Media. The deal was announced in December 2021 and finalized in February 2022, folding Group Nine's prominent brands into Vox Media's portfolio. Following the merger, Ben Lerer joined the Vox Media board to contribute to strategic initiatives.
Keywords: digital media, content creation, social video, brand portfolio, media acquisition, advertising revenue, millennial audience, Thrillist, NowThis, The Dodo
