🟢 The Times and Sunday Times’ Engagement Surge

Ownership: News UK

Followers (Jan 1st 2026): 1.1 million

Rank (UK): 2nd

Performance: Exceptional

The Times and The Sunday Times represents arguably the most significant strategic shift in the UK quality press. With Group Managing Editor Victoria Watson overseeing coverage across both papers and a social team led by Dave Fawbert, Group Managing Editor, the titles have transitioned from traditional walled gardens to interactive digital powerhouses.

The most startling statistic of the 2026 media audit is the performance of the social team led by Dave Fawbert. In just twelve months, the group achieved a staggering 1452% increase in engagement rate.

To put this in perspective, the brands began 2025 with a modest 0.23% engagement rate—typical for legacy broadsheets—but skyrocketed to 3.57% by early 2026. This growth wasn’t just about broadcasting headlines; it was about fostering a community. Despite a relatively lean follower base of approximately one million, the titles generated over 2.3 million comments, signaling a move toward “high-intent” engagement.

Breaking the Paywall Paradox

For The Times, these results defy the traditional logic of the hard paywall. Typically, strict subscription models limit social reach, as “casual” clickers are turned away. However, the 2026 strategy focused on:

• Conversation-First Content: Creating social posts that provoke debate and discussion within the platform, rather than just acting as a link to an article.
• Strategic Accessibility: Using “freemium” social threads to provide value, which ultimately converts the most engaged commenters into paying subscribers.

Being named the Daily Newspaper of the Year at the 2025 Press Awards served as a precursor to this digital success, proving that editorial prestige and social-media virality are no longer mutually exclusive.

Top Performing Post

👍 Likes: 250k

💬 Comments: 18k

📱Reactions, Comments and Shares: 390k

📈 Post Interaction Rate: 44%