Social-first entertainment studio Doing Things has more than doubled its original programming output over the past year, unveiling a new slate that spans scripted comedy, kids and family content, and sports as it builds out franchises around the brands it already operates.

The company, which owns more than 40 digital brands including “Overheard,” “Middle Class Fancy,” “Recess Therapy” and “Shitheadsteve,” said views of its original shows more than doubled over the past year while shares more than tripled. Doing Things’ brands collectively reach more than 95 million followers and over a billion views each month, according to the company.

“Doing Things has always been built around understanding what people actually want to watch, share and talk about, and then finding the right format to bring those ideas to life,” said Reid Hailey, CEO and co-founder of Doing Things. “We can test ideas quickly, then invest behind the formats and talent audiences keep coming back for. Our goal isn’t another viral video. It’s entertainment people can’t get enough of.”

The new slate includes “Overstimulated,” a comedic parenting show hosted by Manon Mathews and Vincent Marcus that launched October 14 with weekly episodes, and “Family Ad Agency,” a scripted workplace comedy starring Mack Hubbell set to debut at the end of October. The company is also extending its “Overheard” franchise into two new verticals set for 2027: “Overheard Sports,” focused on sports fandom culture, and “Overheard University,” which will use student correspondents to cover campus life.

“We’re at very different stages of parenthood, but we naturally make each other laugh, and that’s what we want to share with viewers,” Mathews and Marcus said of “Overstimulated.” “Whether we’re talking about our own experiences or hearing from other parents, we want people to feel like they’re in the room with us, laughing and connecting over the things we’re all figuring out.”

Doing Things credits the expansion to “Atlas,” its proprietary AI data platform that tracks performance across every brand, platform and post. Average shares per post have grown 23% year over year as Doing Things has leaned further into original programming. The company uses audience-performance data to help decide which formats and talent to invest in and which brands to pursue through acquisitions.

The programming push builds on moves the company made last year to staff up around original content. In April 2025, Doing Things named creator Jake Krantz, who brought around 4.5 million followers, as creative director of a newly formed talent and video team tasked with developing original and branded content across the portfolio. Krantz had previously worked with the company as a creator partner on branded campaigns for WK Kellogg’s, Kellanova and The Coca-Cola Co.

Doing Things was named to the 2026 Inc. 5000 for the second consecutive year and ranked No. 7 in Social Media on Fast Company’s 2026 list of Most Innovative Companies.

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