New Scientist
A globally recognized pillar of science journalism.
In three months, we helped grow their YouTube channel's average views from 2,500 to 225,000.
From legacy publication to global video leader.
In the first 90 days of scaled production, the channel's performance transformed across every metric that matters.
10× increase in watch time
Average views per video grew from 2,500 to 225,000
Multiple breakout hits surpassing 1.1 million views
The System Behind the Science
The turnaround came from a rigorous, data-driven approach. It was built on a collaboration that bridged New Scientist's journalistic authority with YouTube-first production principles.
Explainers as the acquisition engine. Long-form, 15–20+ minute deep dives became the primary driver of audience growth.
Packaging as a priority. Titles and thumbnails were treated with the same rigor as the science itself.
Watch time as the north star. Every production decision was weighed against a single KPI.
Our Role
We facilitated the collaboration that made this possible.
As development producers, Embreate's role was to bridge the brain trusts of both teams;
Connecting New Scientist's editorial depth with Underknown's YouTube craft.
Managing the project so that the collaboration could run without disrupting Underknown's core work.
Overextending the limited resources New Scientist had available for the channel at the time.
It's the kind of work we do best: building the conditions that let the right operators do what they do best.
What We Do
This is what development producing looks like.
Most organizations have latent opportunities inside them;
audiences they could build,
formats they could own,
revenue streams they haven't yet activated.
We help identify those opportunities, assemble the right operators, and put the systems in place to turn them into real outcomes.
New Scientist is one example. We're building others.
We’d love to help you scale your business.
Let's have a 30-minute conversation (on us) to see how we can help.