L
Leaf Group (formerly Demand Media)
eCommerce & Marketplaces · Santa Monica, United States · Founded 2006 · IPO 2011
Building platforms for communities of creators to reach passionate audiences in large and growing lifestyle categories MoreLess
Leaf Group is a diversified digital media and e-commerce company that operates in the art, fitness, and lifestyle markets. The company serves a wide range of clients including artists, fitness enthusiasts, and lifestyle consumers. Leaf Group's business model revolves around creating and distributing high-quality content and products through its various brands such as Saatchi Art, Well+Good, and Livestrong. The company generates revenue through advertising, subscription services, and direct sales of products and services. By leveraging its digital platforms, Leaf Group connects consumers with unique and engaging content, while also providing a marketplace for artists and fitness professionals to reach a broader audience.
Keywords: digital media, e-commerce, art, fitness, lifestyle, content creation, advertising, subscription services, direct sales, marketplace.
Company overview
Leaf Group (formerly Demand Media) company information
The essential company record, classifications and operating signals in one place.
- Status
- Acquired
- Founded
- 2006
- Headquarters
- Santa Monica, United States
- Employees
- 86
- Open positions
- None listed
- Dealroom signal
- 63.2
- Investment activity
- 8 companies · latest Jun 2018
- Capital deployed
- —
- Preferred round
- ACQUISITION
Valuation & funding
Leaf Group (formerly Demand Media) funding history
Company financing events and reported valuations.
| Deal type | Date | Amount | Valuation | Investors | Source |
|---|---|---|---|---|---|
| ACQUISITIONOther financing | Jun 2021 | $323M | $323M | Graham Holdings | — |
| POST IPO EQUITYOther financing | Feb 2018 | $23M | — | Undisclosed | — |
| IPOOther financing | Feb 2011 | $0 | — | Undisclosed | — |
| SERIES DOther financing | Mar 2008 | $35M | $140M | Undisclosed | — |
| LATE VCOther financing | Sep 2006 | $100M | $400M | Spectrum Equity · Oak Investment · 3i | ↗ |
Financials
Revenue and workforce over time
Available revenue and workforce history. Fields without reported data are omitted.
| Year | Revenue | Growth | Employees |
|---|---|---|---|
| 2026 | $197M | 0% | 88 |
| 2025 | $197M | 0% | 96 |
| 2024 | $197M | 0% | 124 |
| 2023 | $197M | 0% | 337 |
| 2022 | $197M | 0% | 337 |
| 2021 | $197M | 0% | 337 |
| 2020 | $197M | — | 335 |
Growth signals
Leaf Group (formerly Demand Media) website traffic
Latest recorded traffic for Leaf Group (formerly Demand Media) is 2.9K monthly website visits, up 26.1% over the last three months. Leaf Group (formerly Demand Media)'s team declined 10.4% over the past year.
Comparisons
Leaf Group (formerly Demand Media) compared with similar companies
Dealroom’s weighted taxonomy model identifies the closest operating peers. Company identity and context stay open; selected comparison metrics preview what is available in the platform.
| Company | Headquarters | Status | Employees | Total funding | Valuation |
|---|---|---|---|---|---|
 mediafai Pty LtdMaking custom brand-compliant media as quick and easy as a google search |
Sunshine Coast Regional, Australia | Operational | 1 | — | — |
 Bleu RefletEmotion & Innovation - Technology for sustainable growth |
Paris, France | Operational | |||
 MyPetStoryMyPetStory pettech, mobile app for pet lovers is an assistant in care, conscious and smart adoptions, personalized coupons and content! |
— | Operational | |||
 GH TEGNESERVICE ASProvides drawing, engraving, and advertising services |
Norway | Operational | |||
 SAS The Social CompanyThe platform that makes of each a paid influencer |
Montpellier, France | Operational | |||
 Only Nine To FiveSpecializing in film and advertising production |
Madrid, Spain | Operational | |||
 BilloA platform for custom-made eCom videos |
San Francisco, United States | Operational | |||
 Kozmonot AgencyFounded because of the same classic and lame ads everyday on TV, in magazine and newspaper |
Çankaya, Türkiye | Low Activity |
Capital deployed
Leaf Group (formerly Demand Media) investments and acquisitions
Recent portfolio relationships for companies that also act as investors or acquirers.
WellgoodNew York City, United StatesOrganization that writes articles about exercise and healthy living
$10Mvaluation
Deny DesignsEnglewood, United StatesPrint-on-demand marketplace known for its high quality custom printed home accents
→
The Other Art FairLondon, United KingdomA platform for artists to present and sell their work directly to art buyers
→
Saatchi ArtLos Angeles, United StatesArtwork: Buy Original Art Online, Paintings & More | Saatchi Art
$1Mvaluation
Society6Santa Monica, United StatesAffordable Art Prints, iPhone Cases and T-shirts
→
Name.comDenver, United StatesDomain name registration, web hosting, website builder tools, ssl, email, and more
→
IG
IndieClick Media GroupSanta Monica, United StatesIndieClick built the most compelling network of entertainment and culture sites serving the 18-34 audience and reached 100m US uniques
→
Expert VillageAustin, United StatesTweet @eHowAnswers for a How To Answer To Your Questions
→
Talent graph
Leaf Group (formerly Demand Media)'s talent
Source: Dealroom Talent Intelligence.
Global footprint
Where Leaf Group (formerly Demand Media) has talent and traffic
team presence
In the news
Latest news about Leaf Group (formerly Demand Media)
Recent press, funding announcements, and product moves mentioning Leaf Group (formerly Demand Media) — open to read from the original sources.
Market sentiment
What the market is saying about Leaf Group (formerly Demand Media)
An AI-synthesized read of the highest-engagement posts about Leaf Group (formerly Demand Media) on X over the past 7 days. We rank by likes & retweets, ignore corporate channels, and surface the themes that broke out from real people.
Reading the room on X — pulling top posts and synthesizing themes…
Source: X recent search ranked by engagement (likes + retweets) · Synthesis by Claude · Cached for 1 hour
See Leaf Group (formerly Demand Media)’s full profile on Dealroom
Request a free trial to see the complete deal history, financials, people graph and growth signals.
Takes under a minute. Already use Dealroom? Log in.