Viewture gets a multimillion-dollar injection from Permira to invest in content creators

Viewture, a U.K.-based firm that invests lump sums in digital content creators in exchange for licensing their back catalogs, has received a multimillion-dollar investment of its own from tech capital specialist Permira Credit.

“As a funding company, obviously financing is important for us,” Jason Nicholls, Viewture’s Head of Marketing Communications, tells Tubefilter. “Our philosophy is, if you’re planning to grow your channel, you’re not going to spend your own money. You’re going to de-risk by working with guys like us, so you can take on all sorts of projects.”

That’s why it’s “important for us to have a funding line from a third party,” Nicholls says. “It gives us a kind of future proofing and longevity. For us, it’s a very positive step forward.”

Permira’s investment will inject capital directly into Viewture’s funding pool for licensing deals with creators, it said in a LinkedIn announcement

One of the company’s biggest deals to date is with the Sidemen; it invested a multimillion-pound sum in the seven-man group last May, and Nicholls says they have been “absolutely smashing it” in the development of new projects like their recent Netflix documentary.

“The financial backing of Permira Credit transforms Viewture’s capabilities to support creator growth within the video licensing industry,” David Page, Viewture’s CEO, said in a statement. “In the past three years, we have a built a great number of trusted relationships with YouTubers. Knowing Viewture’s funding is backed by Permira Credit will add more trust to these relationships and open many doors to new opportunities.”