Future PLC (LSE:FUTR) has completed a double acquisition to strengthen its position in YouTube monetisation and gain data insights on emerging content trends.
The FTSE 100 magazine and website publisher said it snapped up digital-only entertainment publisher WhatCulture.com and data insight platform Waive.
WhatCulture, which from its base in Newcastle-upon-Tyne started out as a Hollywood news website, is now focused on gaming and entertainment with 11 YouTube channels and a website that have a combined 3mln users, with circa 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," said Future, adding that it will use its proprietary technology and operating model to "drive the platform effect whilst bolstering Future's gaming and entertainment vertical".
Waive on the other hand is still in Beta mode, according to its website, with a service operating via a software-as-a-service model that uses machine learning "to detect trends before they happen and enables businesses to engage with their future consumer online".
Future sees the acquisition as extending its data science capabilities and its 'Aperture' data platform that allows advertisers to access audience data across its portfolio of brands.