The Guardian in brief
- Rank: #60 of 100 in UK's Most Powerful 100 Brands 2026; #6 of 9 in Media & Entertainment.
- WCRC Power Score: 64.68 out of 100.
- Founded: 1821, by John Edward Taylor.
- Owner: Guardian Media Group plc (Scott Trust Limited), London, England.
- Leadership: Anna Bateson, Chief Executive of Guardian Media Group (Katharine Viner, Editor-in-chief).
- Latest revenue: £282m revenue (FY2026, year to Mar 2026, +2.0%), group revenue of Guardian Media Group, as per company filings.
What makes The Guardian powerful
The Guardian has built one of the most successful reader-funded news models in the world. Rather than a paywall, it asks readers to support its journalism voluntarily, and 1.4 million now do so on a recurring digital basis, including about 500,000 in the US. Digital reader revenue rose 17% to £126 million in 2025/26, helping total revenue reach a record £282 million.
Its ownership is unique among major news brands. The Scott Trust exists to secure the Guardian's financial and editorial independence in perpetuity, backed by an endowment, so no proprietor or shareholder can dictate its coverage. That independence underpins trust with readers. Under editor-in-chief Katharine Viner, its free-to-read model has turned the Guardian into a truly international brand, with growing operations in the US and Australia.
About 500,000 of the Guardian's 1.4 million recurring digital supporters are in the US.
Why The Guardian ranks #60
The Guardian ranks 60th with a WCRC Power Score of 64.68, between Tanqueray above and Sage below. Sustainability and governance (66) and positioning and recall (66) are its strongest pillars, reflecting Scott Trust ownership and a global readership, with trust and product and innovation at 64. Digital and financial strength (62) holds it back, as the business still relies on its endowment to cover cash outflows.
The Achilles' heel
The Guardian still relies on its endowment to cover losses: the operating business had an adjusted cash outflow of £17 million in 2025/26. Advertising and print revenue are shrinking, and the UK business lags its US and Australian arms. Reader goodwill could also be tested if donation fatigue sets in or if search and AI tools divert traffic from its site.
The 2026 story
Guardian Media Group published its 2025/26 accounts in September 2026. Revenue rose 2% to a record £282 million, boosted by its US operation, and digital reader revenue grew 17% to £126 million. Recurring digital supporters rose by more than 116,000 to 1.4 million. The operating business's adjusted cash outflow narrowed to £17 million from £25 million. Anna Bateson remains chief executive and Katharine Viner editor-in-chief.
Pillar profile
Provisional desk scores out of 100, for the WCRC Business Intelligence Unit to validate.
Versus its nearest rivals
Questions people ask
What rank is The Guardian in WCRC's UK's Most Powerful Brands 2026?
The Guardian ranks #60 of 100 in WCRC's UK's Most Powerful 100 Brands 2026, with a WCRC Power Score of 64.68 out of 100.
What makes The Guardian powerful?
A reader-funded model with 1.4 million recurring digital supporters keeps its journalism free to read and gives it a large global audience.
What is The Guardian's revenue?
£282m revenue (FY2026, year to Mar 2026, +2.0%), group revenue of Guardian Media Group, as per company filings.
Who founded and owns The Guardian?
The Guardian was founded in 1821 by John Edward Taylor. It is owned by Guardian Media Group plc (Scott Trust Limited) and based in London, England.
Who leads The Guardian?
Anna Bateson, Chief Executive of Guardian Media Group (Katharine Viner, Editor-in-chief).
What is The Guardian's biggest challenge?
Its UK operations still lose money, and advertising and print revenue continue to decline.
Also featured in
- Most powerful Media & Entertainment brands
- Iconic British Heritage Brands
- Most powerful brands in England
Key facts
| Brand | The Guardian |
|---|---|
| Company / owner | Guardian Media Group plc (Scott Trust Limited) |
| Headquarters | London, England, United Kingdom |
| Founded | 1821 |
| Founder(s) | John Edward Taylor |
| Leadership | Anna Bateson, Chief Executive of Guardian Media Group (Katharine Viner, Editor-in-chief) |
| Latest revenue | £282m revenue (FY2026, year to Mar 2026, +2.0%), group revenue of Guardian Media Group, as per company filings |
| Sector | Media & Entertainment |
| Website | theguardian.com |
| Home country | United Kingdom |
Sources
- Annual report and published financial results of Guardian Media Group plc
- Company website, official announcements and press releases
- Published interviews and statements by the leadership
- WCRC Business Intelligence Unit research: consumer sentiment, ratings and reviews, search demand, media and social data
