Houlihan Lokey Advises Jukin Media

Houlihan Lokey is pleased to announce that Jukin Media, Inc., has been acquired by Trusted Media Brands. The transaction closed on August 11, 2021.

Jukin is a rapidly growing and award-winning streaming and social video company whose properties include FailArmy, People Are Awesome, The Pet Collective, and WeatherSpy. The company was founded in 2010 by CEO Jon Skogmo with the goal of supplying the worldwide media, advertising, and entertainment industries with safe, high-quality user-generated video content. Today, the company is the world’s foremost licensor of user-generated video to TV, advertising, and publishing companies. In 2020 alone, the company licensed more than 2,000 video clips for use in major advertising campaigns and on TV and digital properties in nearly 100 countries. With Jukin Media’s world-class content production capabilities and its proven ability to build massive audiences, the combined company will provide advertisers with unmatched power to reach consumers across web, social, CTV, OTT, and print properties with brand-safe, unique, and authentic content.

Trusted Media Brands comprises leading lifestyle brands that deliver best-in-class content to a highly engaged audience of nearly 60 million, or more than a quarter of U.S. adults nationwide. The company is differentiated in its high level of user engagement, including time spent on site that is nearly 70% higher than its competitive set and monthly video views that top the viewership of similar food, DIY, and lifestyle sites combined.

The acquisition creates a platform that reaches hundreds of millions of highly engaged consumers across web, social, CTV, OTT, and print through popular brands and content and will quadruple Trusted Media Brands’ monthly audience reach while creating a leader in user-generated content by bringing both companies' brands under one portfolio of content.

Houlihan Lokey served as the exclusive financial advisor to Jukin and assisted in structuring and negotiating the transaction. This deal further demonstrates Houlihan Lokey’s leading position in advising digital media and entertainment companies around the world.