The Sunhas grown its video operation “even more aggressively” than planned in the past year.
It has grown its video team from around 25 people to about 80 and at the time of writing was still hiring for roles includingshowbiz producer,Fabulous producer,senior sports video producer,senior producer on Royal Exclusive, andchannel manager for Sun News Video.
Total video views to Sun content were up 140% in 2025 compared to the year before, reaching 9.1 billion. December was its biggest ever month with 1.2 billion views.
At the start of last year The Sunhired director of video Jon Lloydand began to implement avideo strategy based around two pillars: Originals (sponsorable episodic formats in genres like lifestyle and sport) and News (short breaking news videos and long-form news shows on topics like royals and defence).
Since then it has racked up 214 million video views from its Sun Originals formats and reports a 110% increase in returning viewers.
Lloyd, who had never worked at a legacy publisher before but ran his own content agency and was behind TV content formats like Come Dine With Me and Four in a Bed, said he had joined The Sun to grow its reputation and reach.
“I think we are now known as a leader in premium quality video formats, which is great. That’s a huge step for us.”
He argued that “anyone can go out and get views” with enough time and money, but building a “really engaged community” is harder.
The key, Lloyd said, has been “finding a niche, build a community, and the rest will follow. We don’t go out there going ‘we’ve got to make that because we’re going to sell it’. We go out going ‘that’s an amazing community that we can grow, and we know that the brands will come’.”
He said that as a result of the new formats, brands are sponsoring Sun videos that had never worked with News UK before.
Source: Press Gazette
