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Future PLC on Thursday said it has acquired Whatculture.com, a digital-only entertainment publisher, and Waive, a data insight platform for an undisclosed amount.
The Bath, England-based magazine publisher explained it aims to diversify content and revenue streams.
Whatculture.com's website and YouTube channels have respectively three million users and eight million subscribers, with 70% of its revenue coming from the US.
‘This acquisition further strengthens Future's position in video, notably with its expertise in the monetisation on YouTube. WhatCulture will benefit from the Future proprietary technology stack and operating model to drive the platform effect whilst bolstering Future's gaming and entertainment vertical,’ Future said.
Waive will extend Future's proprietary Aperture data platform, the company added.
Waive is a data insight platform which provides intelligence on emerging content trends, while Aperture allows advertisers access to Future's audience data captured across its portfolio of brands, helping with targeted adverts.
‘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 we are particularly excited about the video monetisation expertise and data insight capabilities that WhatCulture and Waive will bring to the Group respectively,’ said Future Chief Executive Zillah Byng-Thorne.
Future shares were 0.5% lower at 2,632.00 pence each in London on Thursday morning.
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