Electrify announced today that it has made a strategic investment in Veritasium, a leading science brand with over 13 million subscribers on YouTube.
Since its inception in 2010, Veritasium has proven itself a leader in digital video content for science education and entertainment. This investment will provide the business with additional resources and expertise to scale the production of high-quality content and explore new commercial opportunities, including the expansion of Snatoms, a leading science education consumer product. Derek Muller, the channel's founder and leading talent will continue to play a key part in the business’ future, retaining an ongoing ownership interest in Veritasium and becoming a shareholder in Electrify Video Partners.
"We are excited to invest into Veritasium and take this great channel to new heights," said Ian Shepherd, Co-founder of Electrify. "Our investment philosophy is centred on identifying exceptional creators and helping them to reach their full potential. Derek and the Veritasium team have built an amazing brand and business. We’re already working together to unlock the next stage of growth.”
Veritasium gained popularity in part due to videos where Muller quizzed members of the public on science topics, uncovering just how commonplace certain misconceptions are. The channel now presents a diverse range of content including experiments and interviews with professionals in the field, as part of a library of over 400 videos gathering more than 400 million views on YouTube in 2022. Petr Lebedev and Emily Zhang, key producers behind much of Veritasium’s top performing content in recent years, will remain a pivotal part of the business going forward.
On the investment Derek Muller said “I got into YouTube because I love making videos, learning about science and teaching others. But over the last twelve years the channel has grown so much that there is a lot more to the business these days. I’m excited to partner with Electrify so I can hand off a lot of those things and focus on my core passion of making great videos. Plus, with their additional resources I can be more ambitious with both the quality and quantity of content.”
Electrify enables YouTube channel owners to capitalise on new opportunities to scale their brand and content in the rapidly evolving creator economy. The business recently announced a $50m funding round led by MEP Capital to invest in leading channels.
On closing the investment in Vertiasium Electrify Co-founder Owen Maher said “It was a delight to get to know Derek and the Veritasium team during the deal process. Science and learning is a key content vertical for Electrify as we continue building our portfolio of leading digital content brands.”
