The investment in BuzzFeed -- which the company says reaches over 200 million monthly uniques and has 1.5 billion video views -- follows a deal NBCUniversal announced a few days ago with another digital publisher, Vox Media, also for $200 million.
Reports suggest BuzzFeed has a valuation of $1.5 billion; with Vox Media at a $1 billion valuation.
"BuzzFeed has built an exceptional global company that harmonizes technology, data and superior editorial abilities to create and share content in innovative ways,” said Steve Burke, chief executive officer of NBCUniversal, in a release. “They reach a massive, loyal audience and have proven to be among the most creative, popular and influential new media players.
BuzzFeed and NBC will work on exploring “strategic partnerships” among advertisers and media agencies that will run across both companies. In addition, it will look to collaborate on television content, movies, the Olympics.
As traditional TV viewing gets older -- as well as witnessing overall erosion -- TV network groups such as NBCUniversal have looked to pursue younger-skewing media assets, according to analysts.