Member Article

Parenting vlogging platform Channel Mum targets millennials following seven-figure investment

London-based vlogging platform Channel Mum has received £2m in capital investment that will be used to accelerate the product’s growth and capture the vaunted millennials demographic.

The funding round, which was led by Newcastle-based NVM Private Equity, is the second significant investment in the business after ITV provided an undisclosed amount of seed-corn funding last year.

Founded in 2015 by ‘mumtrepreneur’ Siobhan Freegard, Channel Mum dubs itself as ‘YouTube’s friendliest community for mums’ and collates thousands of parenting videos into one site, giving vloggers and businesses a platform to promote to parents across the UK.

Siobhan, who previously co-founded UK parenting website Netmums in 2000, outlined her belief that video is ‘the future of parenting’ and that she was delighted that NVM had recognised the potential in the format and Channel Mum itself.

She said: “The current market is developing fast and with our proven management team and existing client base, we are best placed to help mums and dads with the help and information they need.

“Through this new partnership - and the continued support of ITV - we are excited to be building the UK’s most trusted brand for modern parents.”

The site has already fostered a community of 150 digital influencers, dubbed ‘mummy vloggers’, as it looks to take advantage of the growing popularity of online parenting communities.

Tim Levett of NVM Private Equity added: “In Siobhan and her team we see a real passion and energy to succeed; they have a great track record and we have total confidence in them to be market leaders.

“Channel Mum’s unique business model and continued focus on parenting issues has seen Siobhan and her dedicated team create an extremely successful company and we are delighted to support the business during its next stage of growth and development.”

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