What Electrify Video Partners does

Electrify Video Partners is a London-based private investment firm founded in May 2021 by co-founders Ian Shepherd and Owen Maher. The company acquires majority stakes (50%+) in established creator-founded businesses, providing capital, operational infrastructure, and strategic expertise to scale content production, distribution, and commercialization while allowing creators to retain creative leadership and meaningful ownership. The portfolio comprises 18 creator-founded brands across science (Veritasium, Astrum), aviation (Mentour Pilot), coding (Fireship), history (Simple History), documentary (fern, Simplicissimus), LEGO entertainment (Spitbrix), podcasting (Unfassbar), and AI media (The Rundown), collectively reaching 65m+ YouTube subscribers and 10b+ lifetime views.

The platform combines proprietary data and AI tools for audience insights and content optimization with a multi-platform distribution system that moves creators beyond YouTube into Spotify (with multiple chart-topping podcast launches), newsletters, podcasts, and short-form formats. An in-house commercial team manages the full sponsorship lifecycle, delivering 500+ sponsored videos in 2025 with 75%+ repeat brand partner rate. Beyond content, Electrify helps launch and scale consumer products (e.g., Snatoms science education kits from Veritasium), courses, and other new commercial ventures alongside creator partners.

Electrify monetizes through equity appreciation and profit distributions from its majority-owned creator businesses, rather than taking a cut of AdSense revenue (creators retain platform payouts). Supplementary revenue streams include an in-house brand partnerships operation serving advertisers seeking authentic integration with high-trust knowledge audiences, plus consumer product and merchandising income. The company has deployed capital from a $50M MEP Capital debt and equity facility (March 2023) and an $85M Capital D institutional equity partnership (September 2023). Creator-founders typically become shareholders in Electrify following acquisition, aligning long-term incentives. The company operates as a fully remote global team of 100-120 employees across 16-19 countries and 26 nationalities, with 90% of staff in creative roles.

Name

Electrify Video Partners

Legal name

Electrify Video Partners

Website

https://electrify.video

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

51–100 employees

Short description

Electrify Video Partners is a London-based investment firm that acquires majority stakes in established YouTube creator businesses, providing capital, operational teams, and multi-platform distribution to scale 18 brands across science, aviation, coding, documentary, and AI media verticals while creators retain creative leadership.

Ownership category

akta.pro rank

Product category

Creator Economy Investment Services

NAICS

Motion Picture and Video Production (51211), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Motion Picture and Video Industries (5121)

SIC

Services-Motion Picture & Video Tape Production (7812), Services-Allied To Motion Picture Production (7819)

akta.pro primary industry

Content & Creative Studio for Creators (Concepting/Production) (MPAAAHAD)

akta.pro secondary industries

Creator Content Production & Co-Creation Studios (BPAFAHAD), Creator Licensing & Rights Monetization (UGC Licensing, Music/Video Rights) (MPACAFAK), Short-Form User-Generated Video Platforms (MPACABAB)

Keywords

• Creator economy investment
• YouTube channel acquisition
• Media brand scaling
• Digital video investing
• Creator business partnership

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Ad Revenue Sharing: YouTube AdSense revenue from owned/partnered channels. Electrify explicitly states they do not take a cut of creator AdSense - they invest capital and take a majority stake instead, with revenue coming from overall business growth and eventual exit.
2. Sponsored Content and Brand Partnerships: Electrify's commercial team runs full sponsorship processes from scoping through execution and performance reporting. In 2025, they delivered more than 500 sponsored videos. Over 75% of sponsored segments were from repeat partners. Bundled pricing for long-form and short-format campaigns across their network.
3. Consumer Products and Merchandise: Launch and scale consumer products (e.g., Snatoms science education products from Veritasium), courses, and new commercial ventures alongside creator partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Electrify Video Partners acquires majority stakes (50%+) in established creator-founded businesses, primarily on YouTube, providing capital investment, strategic guidance, and operational infrastructure to scale content production, distribution, and commercialization. The company embeds dedicated teams (writers, editors, producers, commercial staff) inside each creator business while allowing founding creators to retain creative leadership and meaningful ownership.

Product overview

Electrify Video Partners operates as a next-generation media company that invests in and scales established creator-founded businesses through a platform-plus-brand portfolio architecture. The core platform provides capital investment, strategic expertise, and operational support (including production expansion, commercial operations, data science, and content strategy) while creators retain creative leadership and meaningful ownership. Electrify's brand portfolio includes 10+ invested creator businesses spanning science (Veritasium, Astrum), aviation (Mentour Pilot), coding (Fireship), documentary (fern, Simplicissimus), podcasting (Unfassbar), history (Simple History), and entertainment (Spitbrix), plus The Rundown AI newsletter. Additional services include brand partnership activation for sponsorships and the Creator Foundation for emerging creator development.

Differentiator

Problem solved

Functional benefit

Brands

• Electrify Creator Foundation: A purpose-driven initiative aligned with the United Nations' Sustainable Development Goals that provides free training, accelerators, and resources to emerging values-led creators to help them turn their hobby into a career.
• Electrify Impact

Products and services

• Creator Investment & Scaling Platform Core service in which Electrify acquires 50%+ of established creator-founded businesses, providing capital, production expansion, data-driven audience insights, commercial operations, and multi-platform distribution while founding creators retain creative leadership. Target customers are established YouTube creators running seven to eight-figure creator businesses.
• Brand Partnerships Service introducing brands to millions of viewers through premium sponsored content integrations across Electrify's portfolio of high-trust creator brands on YouTube and adjacent platforms. Includes full campaign scoping, execution, and performance reporting, with bundled pricing for multi-creator campaigns. In 2025, the team delivered more than 500 sponsored videos with over 75% of sponsored segments from repeat partners.
• Consumer Products Physical consumer products and merchandise developed and scaled alongside creator partners, such as Snatoms science education kits produced with Veritasium. Sold directly to consumers through own channels, diversifying creator revenue beyond advertising and sponsorships.

Quantifiable outcome

• Astrum podcast reached #1 podcast episode across all categories in UK on Spotify
• +6 more outcomes

Named customers9 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core and supporting.

• The RundowncoreStrategic or Co-development Partner · 9 June 2026Latest investment/partnership with The Rundown, world's largest newsletter covering AI news and trends with 2M+ subscribers. Rowan Cheung and team will continue leading editorial direction while Electrify provides operational support and resources to expand across new formats, products and audiences.
• GreenlysupportingTechnology or Integration · 23 June 2025Partnership with Greenly for comprehensive carbon footprint analysis and ESG reporting. Greenly provides climate quiz programs for employee training and the Greenly Sustainable Procurement module for supplier network engagement. 2024 analysis used 93% activity-based data.
• YouTubecoreStrategic or Co-development Partner · 9 December 2024Partnership with YouTube for the Creator Foundation EduTuber Accelerator program. Second cohort in 2024 with 25 creators across North America. YouTube provides support for emerging educational creators through personalized mentorship, expert-led seminars, and creator community.
• Changer StudioscoreStrategic or Co-development Partner · 9 December 2024Collaboration with Changer Studios in partnership with YouTube for the EduTuber Accelerator. Changer Studios spearheads the accelerator's educational framework with innovative curriculum development. Known for successful partnerships with YouTube including recent workshops and events.
• Human Rights WatchsupportingStrategic or Co-development Partner · 28 July 2023Pro-bono consultancy and strategic guidance for YouTube presence through Electrify Impact. Focus on engaging global audiences with support customized to organization's goals for building sustainable digital engagement.
• United Nations / Global Africa Business InitiativesupportingStrategic or Co-development Partner · 28 July 2023Partnership with UN and The Global Africa Business Initiative to launch Unstoppable Africa YouTube channel. Electrify Impact manages and grows the official channel pro-bono and purpose-first to amplify voices and innovations across the African continent.

Scale indicators7 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Spotter: Spotter provides capital to YouTube creators in exchange for a share of their back-catalog and future ad revenue, the most direct functional competitor to Electrify's majority-stake acquisition model.
• Jellysmack: Jellysmack licenses creator content and multiplies distribution across platforms (Facebook, YouTube, Snapchat, etc.), operating a creator-services business that overlaps with Electrify's content scaling and distribution capabilities.
• Night Media: Night is a creator management and investment company that partners with top creators (MrBeast, etc.) to build diversified media businesses, directly competing with Electrify for premium creator investments.
• Select Management Group: Select Management Group manages and invests in top digital creators and influencers, providing brand strategy, content development, and business scaling services comparable to Electrify's creator support platform.

Regional players

• Any Group (formerly Anymeets): Any Group is a Stockholm-based creator investment company acquiring majority stakes in Nordic creators; comparable to Electrify's majority-stake acquisition model but focused on European/Nordic markets.
• United Creators: United Creators is a German creator management and investment firm that supports European influencers and YouTubers with brand partnerships and business scaling, comparable to Electrify but regionally focused on DACH.

Broad incumbents

• Maker Studios (Disney Digital Network): Once the largest multi-channel network (MCN) acquired by Disney for $950M, Maker provides the historical reference point and incumbent model for YouTube creator aggregation and monetization that Electrify is evolving beyond.
• Collective Digital Studio: Multi-channel network and creator management firm providing production, distribution, and brand partnership services to YouTube creators, comparable incumbent model in the broader creator services space.

Emerging players

• Atrium Sports & Entertainment Group: Sports and entertainment investment firm acquiring creator and athlete businesses; emerging player with thematic overlap to Electrify's model of investing capital and operational support into premium individual-driven media brands.

Others

• Quartermast Advisors: M&A advisor specializing in creator economy transactions, cited as the source of creator business EBITDA multiples (8-17x) used in the Electrify thesis. A financial advisor to the same buyer-seller ecosystem Electrify operates in.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat6 records

Key risks2 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@electrifyvideo
• LinkedInlinkedin.com/company/electrifyvideo
• Xx.com/electrifyvideo

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries10 records

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Electrify Video Partners