Entertainment group MTG has increased its shareholding in Splay, the multi-channel network in Scandinavia, from 49 per cent to 81 per cent by buying more shares from the founders and investing directly in the company to accelerate Splay’s expansion.
Splay is already present in Germany and continues to expand internationally. Splay’s content is currently generating over 120 million monthly views (up over 900 per cent since the beginning of 2014) on its 430 YouTube channels. Splay’s video stars have 14 million subscribers on YouTube and over 50 million followers on Instagram.
“Splay’s hypergrowth reflects the mass appeal of its content and huge potential of this proven business model. Splay is a fantastic youth entertainment brand, and this investment reflects the success of our partnership to date and high ambition for the future. It is in line with our digital strategy to invest in relevant, complementary and scalable digital content and communities. We are only just beginning to realise Splay’s potential, and look forward to working with this talented and passionate team to grow further and explore new opportunities together,” commented Jørgen Madsen Lindemann, MTG President and CEO.