NowThis Nerd

How do you build a new digital audience from scratch in an oversaturated pop culture landscape?

NowThis News set out to launch a YouTube channel that would speak directly to fandom communities while staying true to its news-driven DNA.

Check the channel out here.

How It Worked

  • Analyzed social and audience data to identify white space in how mainstream media approached nerd culture — often surface-level, rarely by fans themselves.

  • Co-created original formats like How to Kill and Yellow Spandex, blending editorial research with humor and deep fandom knowledge. Also served as on-camera host to connect directly with audiences.

  • Launched a new YouTube vertical, publishing consistent, social-first programming that spoke in the language of fandoms. Leveraged data-driven editing and storytelling to maximize reach.

What It Did

  • Grew NowThis Nerd to 400K+ subscribers in its first year and amassed millions of video views across platforms.

  • Series like How to Kill became fan favorites and were later licensed by Amazon Prime for extended distribution.

  • Built a fandom around my host playlist, which became the most-watched among NowThis hosts, proving the value of authentic creator connection.

The Bigger Picture

NowThis Nerd demonstrated how media companies can move beyond traditional formats and tap into niche communities with authenticity. By centering creators who are also fans, the project built trust, scaled audiences quickly, and set a precedent for how editorial storytelling can thrive in the creator economy.