Primis, the video discovery platform, recently announced the expansion of its strategic partnership with Reach PLC, as Reach transitions its editorial video operations to Primis’ SaaS-based CMS. Reach PLC the largest commercial publishing groups in the UK. The move marks a significant milestone in a collaboration that has evolved over the past three years into a deeply integrated and strategic relationship. For more context on the journey and migration process, you can read our full case study with Reach here: https://contact.primis.tech/primis-x-reach-plc-case-study.
As part of this expansion, Primis has evolved into a central editorial video platform, supporting full video workflows through its CMS. While monetization remains a core strength, the platform now also supports full editorial workflows within its CMS, enabling content teams to create, manage, and distribute video at scale with greater control and focus on engagement.
At the core of this shift is Primis’ SaaS-based platform, which provides flexibility and autonomy to editorial teams. Today, more than 480 video editors actively use the Primis CMS across Reach’s network, reaching around 70% of the UK audience, highlighting the platform’s broad adoption and operational impact.
This development also reflects Primis’ evolution in the market. By combining strong monetization performance with advanced editorial capabilities, Primis delivers a unified solution that bridges revenue and engagement, two areas traditionally addressed separately. Reach’s decision to expand its use of Primis follows the need for a platform that can effectively support both.
Publishers with large-scale video operations have traditionally had to choose between monetization and editorial control. Primis’ platform is designed to bridge that gap, enabling both within a single solution.
“Primis’ new CMS has allowed us to transition our editorial workflow efficiently and with minimal disruption as our teams, across the portfolio, learnt to use the new UI. This is the result of great collaboration between development, editorial and commercial teams on both sides as well as exceptional support from Primis’ engineering and customer success teams, eager to meet our expectations. A few months in, the outcomes are measurable, from commercial and workflow improvements to full integration into our wider multimedia infrastructure, strengthening our overall video proposition.” Said Leslie Harris, Head of Programmatic and Video Solutions at Reach.
“I’m incredibly proud of what we’ve built here. What started from a desire to solve a specific need has become a huge milestone for this partnership – and for other enterprise publishers who no longer need to compromise between editorial control and monetization. Reach transitioning their massive editorial workflow to our platform is the ultimate validation of our Unified Video Platform.” Said Udi Michael, Director Publisher Success at Primis.
“The current market puts incredible pressure on publishers, particularly those who invest heavily in real journalism and editorial resources while navigating disruptions like AI and search algorithms. Newsrooms are being forced to operate leaner and more efficiently than ever before. Primis bridges a massive gap here. Traditionally, the market forced publishers to choose between fragmented systems – one for content management and another for monetization. We are now giving them the unified tools to thrive, and having a single partner that can deliver on both fronts is an absolute game-changer.” Said Toar Mekaiten, CRO at Primis.
With this expansion, Primis continues to strengthen its position as a strategic partner for leading publishers, enabling them to scale video operations while maintaining both editorial control and strong monetization performance.
