The purchase price wasn’t disclosed. The deal is part of Defy’s efforts to strengthen its reach to 13- to 34-year-old consumers. Viacom will take a minority stake in Defy, which was formed by the combination of Alloy Digital and Break Media.
Defy and Viacom have previously teamed up on marketing and content syndication. Defy also owns Smosh Games, one of YouTube’s fastest-growing channels, The Escapist, and Gamefront — all aimed at gaming enthusiasts. The transaction will add new revenue streams for Defy, including subscriptions.
“We formed Defy with the belief that our infrastructure and brands represent the strongest platform in digital media for reach and scale to the 13-34-year-old audience and with Viacom’s partnership we now have additional assets and support to fulfill that vision,” said Matthew Diamond, the CEO of Defy Media. “These outstanding brands represent meaningful and diverse revenue opportunities we aim to expand across our existing brand portfolio.”
Defy now reaches 155 million monthly unique users who watch more than 400 million monthly videos. Defy’s brands drawn 40 million YouTube subscribers and 55 million followers on social media.
Defy’s investors include ZelnickMedia, Lionsgate, and ABS Capital. A representative from Viacom will join the Defy Media board.