NBC Universal is to invest $200m in BuzzFeed, less than a week after securing a $200m stake in Vox Media, the owner of The Verge and Vox.com.
News of the announcement ends speculation that NBC was preparing to announce a deal.
BuzzFeed, which today announced its impending launch in Japan following a deal with Yahoo, reaches 200m monthly unique visitors and 1.5 billion monthly video views.
The agreement will see both companies “explore strategic partnerships across both organisations in the coming months”, with TV content, films, ad agency relationships and advertisers named as areas the companies would share strategies within.
Steve Burke, NBC Universal’s chief executive, said: “BuzzFeed has built an exceptional global company that harmonises technology, data and superior editorial abilities to create and share content in innovative ways.
“They reach a massive, loyal audience and have proven to be among the most creative, popular and influential new media players. We are pleased to be making this investment and for our companies to partner and work together.”
Meanwhile, BuzzFeed founder and chief executive Jonah Peretti said: “It’s a fascinating time for the media industry.
“Social, mobile, digital, and broadcast platforms are converging to create new opportunities to connect with global audiences, and we’re excited to partner with NBC Universal to combine our respective strengths to build the future of news and entertainment.”