‘The yardstick by which other non-scripted online channels are judged’

The flagship channel of social publisher LADbible Group, LADbible TV is an online juggernaut. It boasts 1.7 million subscribers on YouTube, having added over 1m subs since the beginning of 2020 and has become, according to one judge, “the yardstick by which other non-scripted online channels are judged”.

Targeted predominantly at Gen Z and millennial audiences and spurred on by its growth, LADbible TV has dived headlong into in-house content, posting 171 pieces of original material in 2021 across entertainment, comedy, factual, education, sport, and news.

Delivered on YouTube first the content is repurposed for rapid distribution across other leading social platforms, with tentpole titles including talk format Agree To Disagree. Judges were impressed by both the “sky-high level of talent” that Ladbible manages to work with and the way in which “authentic portrayal and clear, simple formats combines to give it emotional resonance”.

A key aim for the channel is to “redefine perceptions of what social content is”. The studio’s digital-first structure allows it to “ideate, develop, make, and promote content in ways no other studio can”.

SHORTLISTED

Mashed 

Mashed

Driven by original comedy cartoons, Mashed provides fans a unique and distinct offering from the typical live-action videos found on other UK online channels. Found on YouTube, Facebook and Snapchat Discover, the brand creates funny gaming and pop culture-inspired parody cartoons for a fast-growing fanbase of hard-to-reach young men.

The Overlap 

The Overlap

Navigating the crowded world of sports content, this original YouTube series presented by former Manchester United and England star, Gary Neville, sees some of the biggest names in sport engaging in honest, candid, forthright one-on-one conversation. It has since evolved into a podcast and live events.

The Wonderbirds

Wonderbirds

Paul 0’Grady, Russell T Davies and Samantha Renke are just some the top talent that have appeard on The Wonderbirds web channel, which was a lockdown creation from four 60 + actresses. It’s bi-weekly episodes have quickly developed a loyal following and generated almost 8.5m views from a standing start.

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