CMA CGM Group, led by Rodolphe Saadé, plans to acquire a video platform.
In a significant move for the French digital media landscape, CMA Media, the media division of the global shipping giant CMA CGM, has announced exclusive negotiations to acquire Brut, a leading digital-native media outlet and the top European news platform on social media [1][2].
Current Status
CMA Media, with a focus on digital and social media content, is currently in the process of acquiring Brut, a major player in European digital news, particularly on platforms like Instagram and YouTube [2]. The company has been a shareholder in Brut for two years prior to the acquisition talks, indicating a long-term interest and involvement in Brut’s operations [1].
Future Plans
The potential full acquisition of Brut signals CMA Media’s intention to further expand its media portfolio and influence in France and across Europe. The move aligns with CMA Media’s strategy to strengthen its presence in digital-native news, leveraging Brut’s expertise and audience reach. With Brut’s reputation for short-form, impactful video journalism, CMA Media is positioned to innovate in digital content creation and distribution [2].
Brut. is considered a top digital news outlet in France and beyond, with a strong presence on social media and a reputation for engaging, accessible journalism. The acquisition by CMA Media—an arm of one of France’s largest global companies—could reshape the dynamics of French digital media, offering new resources for content development and distribution, and potentially introducing new editorial directions or partnerships [2].
Noteworthy Facts
- Brut has reached over 500 million viewers every month across platforms like YouTube, TikTok, Instagram, Facebook, and Snapchat [2]. - The company employs around 250 staff [1]. - Brut’s shareholders include Free founder Xavier Niel, billionaire François-Henri Pinault via the holding Artemis, Orange, and as of 2023, CMA CGM [1]. - CMA Media aims to preserve the DNA of Brut, including its rigorous journalism, native formats, and engaged voice on social, environmental, and cultural issues [2]. - The founders and management team of Brut will remain fully involved in the new phase [2].
In addition to the acquisition of Brut, CMA Media has already made significant strides in the French media landscape. Rodolphe Saade, the leader of CMA CGM, has been shaking up the industry for nearly three years [1]. CMA Media entered the capital of the audiovisual group M6 at the end of 2022 [1]. CMA CGM became the owner of the group La Provence in October 2022 [1]. The company also took control of the economic newspaper la Tribune and launched a Sunday edition in 2023 [1]. Recently, CMA Media announced that it had signed a promise to buy the TV channel Chérie 25, currently owned by NRJ Group [1]. By summer 2024, CMA Media had acquired BFM TV, radio RMC, and the TNT channels RMC Discovery and RMC Story from Altice [1].
[1] Le Monde [2] Les Echos
CMA Media, with a strategic focus on strengthening its digital presence, is in the process of acquiring Brut, a leading digital-native media outlet known for its impactful video journalism and extensive social media reach [Current Status]. This potential acquisition represents CMA Media's ambition to expand its media portfolio, leveraging Brut's expertise and audience base [Future Plans].
