Future snaps up two social media focused businesses

future social media buy ups

Future plc, the global platform for specialist media, has announced the acquisition of two social media focused businesses, YouTube creators WhatCulture and data insight startup Waive.

Future buys

WhatCulture is a social-first brand focused on the gaming and entertainment market, and Waive uses machine learning to identify social trends. 

Together, these acquisitions will bolster Future’s diversification of revenue streams, supporting its social media offering and editorial strategy the firm said.

Founded in 2006, WhatCulture is a UK-based brand that 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 monetisation, attracting more than eight million subscribers and driving 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, including 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 monetisation of its websites and bring efficiencies to its operating model.

Waive uses advanced machine learning to identify and predict trending social topics, across platforms including 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, Chief Executive of 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 monetisation 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 organisation 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 monetisation and platform know-how will realise great opportunities for further growth in this area and unlock real potential across the business.”