LadBible Group expands female-skewing Betches unit to UK

LadBible Group is to expand its popular US-based social media brand Betches into the UK, to deliver daily entertainment content to millennial and Gen Z women.

Betches UK will have a dedicated editorial and social team based in the UK delivering daily content across TikTok and Instagram that reflects women’s interests and issue and entertainment and pop culture trends that appeal to British humour

The female-led brand’s producer Betches Media was founded in 2011 and LadBible owner LBG Media acquired it in 2023 for $24m (£18m). Betches currently has a global audience of over 520m followers – including 1.5m on TikTok, 9m on Instagram and 200,000 YouTube subscribers, as well as a regular podcast, newsletter and live events.

Chief executive and founder of LadBible Group Solly Solomou said: “Betches has built a powerful cultural presence in the US, disrupting internet culture for over a decade and resonating with a new generation of women.

“Bringing it to the UK reflects our ambition as an entertainment powerhouse to grow distinctive, community-led brands with global relevance in an authentic way. We’re confident it will become a go-to destination for empowering and entertaining British women.”

Betches founder and chief exec Aleen Dreksler added: “Expanding Betches to the UK speaks to our goal of being an international brand and global entertainment leader in content for women.

“We already have so many UK fans and with the support of LBG, we are thrilled to now bring the Betches brand directly to British women as authentically as possible while building new exciting global partnerships.”