Future Publishing Boosts Social Expertise with Double Acquisition
24 March 2022 - 11:00PM
Future Plc, the global platform for specialist media, has continued
its rapid expansion with the acquisition of two businesses –
WhatCulture, a social-first brand focused on the gaming and
entertainment market, and data insight start-up, Waive, which uses
machine learning to identify social trends. Together, these
acquisitions will bolster Future’s diversification of revenue
streams, alongside its social media offering, and editorial
strategy.
Founded in 2006, WhatCulture
produces engaging YouTube content for gaming and entertainment
audiences. The business brings a wealth of YouTube advertising
experience which will further strengthen Future’s position in
video; with 11 YouTube channels that represent WhatCulture’s core
method of monetization, attracting more than 8 million subscribers
and over 4 billion views. The brand, which sees approximately 70%
of its revenue coming from the US, complements Future’s existing
portfolio of specialist entertainment content. This includes
CinemaBlend, which has become the third highest ranked title in
Comscore’s Entertainment - Movies* category, since its acquisition
in 2021. WhatCulture will also benefit from Future’s proprietary
technology, which will empower greater monetization of its websites
and bring efficiencies to its operating model.
Future has also acquired data insight company
Waive, which uses advanced machine learning to
identify and predict trending social topics across Facebook,
Twitter, Instagram, YouTube, and Reddit. The intelligent trend
spotting platform will empower Future’s expert editorial teams to
forecast trends, informing the creation of the most engaging
content focused on what audiences will care about
tomorrow.
Zillah Byng-Thorne, CEO at
Future said, “We are delighted to welcome both WhatCulture
and Waive to Future. We look forward to working with WhatCulture to
further diversify our content and revenue streams, and are
particularly excited about the video monetization expertise and
data insight capabilities that Waive will bring to the Group
respectively.”
Peter Willis, Co-Founder of
WhatCulture said, “We're really excited to join an
organization like Future which has seen such amazing success. We
have real synergies between our desire to create great original
content for our audiences. Our YouTube expertise combined with
their monetization and platform know-how will realize great
opportunities for further growth in this area and unlock real
potential across the business."
* Source: US Comscore Media Metrix, January
2022
About Future plcConnectors.
Creators. Experience Makers.
Future is a global multi-platform media company
and leading digital publisher, with scalable brands and diversified
revenue streams. Every month, it connects over 400 million people
worldwide with their passions, through expert content, world-class
events, and cutting-edge proprietary technology. Every year Future
attracts millions of consumers to its brands’ websites, magazines,
events, and social spaces. Its factual production company Future
Studios specializes in producing amazing content, enjoyed and
shared by millions of people worldwide.
Its market-leading portfolio of over 240 brands
spans technology, games, TV and entertainment, women’s lifestyle,
country lifestyle, luxury, wealth, knowledge, music, creative and
photography, sports, home interest, and B2B sectors. Brands
include: Techradar, Gamesradar+, Tom’s Guide, CinemaBlend, Marie
Claire, Decanter, Kiplinger, The Week, Guitar World, Digital Camera
World, and Live Science. For more information visit:
www.futureplc.com
Media Contact:Hugh MooreBroadsheet
Communications for Future Publishing
(US)202-471-0661hugh@broadsheetcomms.com
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