Luxembourg-based European entertainment network RTL Group has bought United Screens, a Sweden-based producer of online video.
The acquisition complements RTL Group’s existing multi-platform network portfolio, which includes Los Angeles-based StyleHaul, Berlin-based Divimove and Vancouver-based BroadbandTV.
Founded in 2013, United Screens represent hundreds of influencers in music, lifestyle and entertainment across all social media platforms, with branded content representing 50% of the company’s total revenue
United Screens was founded by Malte Andreasson, Stina Bergfors and Bonnier Ventures, with offices in Oslo, Norway and Helsinki, Finland.
Andreasson previously worked as scheduling director for the Swedish channel TV4, while Bergfors was the country director for Google and YouTube in Sweden.
“This acquisition is another step in accelerating our ‘Total Video’ strategy, as United Screens strengthens our MPN presence in Europe,” said RTL Group CEO Bert Habets. “With our highly popular creators and leading market positions in each territory, RTL Group is the only European company to offer advertisers pan-European digital video campaigns in premium and brand-safe environments.”
RTL Group purchased United Screens for €12.4m (US$14.9m). Additionally, RTL Group plans to invest €2.6 million (US$3.11) to fund the company’s growth plan across the Nordic region.