NBCUniversal will make a $200 million investment in media company BuzzFeed in an attempt to reach a wider audience of millennial and mobile video viewers.
In a statement, NBCUniversal said the news and entertainment site reaches over 200 million monthly unique visitors and has 1.5 billion monthly video views.
The companies will also explore strategic partnerships across both organizations in the coming months.
NBCUniversal is a unit of cable giant Comcast Corp. (CMCSA)
Recent months have seen a wave of unionizing among online media, starting with Gawker Media in June, followed by Salon Media Group, and U.S. workers at the U.K. daily The Guardian, which unionized last month.
However, BuzzFeed and fellow progressive site Upworthy have reportedly discouraged staff from attempting to follow in the other online media's footsteps in recent days.