Merzigo has launched four businesses spanning content investment, technology, advertising and training, alongside a commitment to invest $200m in content during 2027.
The digital distribution and monetisation company said it fully deployed its $150m content investment commitment for 2026. During the year, it brought on more than 20 partners, funded more than 2,000 hours of YouTube-first content and invested in more than 100 hours of scripted programming.
The new structure places four businesses around Merzigo’s existing operation, which manages and monetises content across YouTube and Facebook. Merzigo Studios will handle investment, licensing and production across YouTube-first, scripted and unscripted projects. Merzigo Platforms will develop technology and infrastructure for its content operations, while Merzigo Ad Alliance will sell advertising against premium audiences and inventory, launching first in EMEA. Merzigo Academy, established in 2021, will extend its training programmes to the wider industry.
Merzigo said the structure will allow it to work with partners earlier in the life of a project, from financing and securing rights through to production, distribution and monetisation.
“We have built Merzigo around a powerful core monetisation business, and over the past several years have developed significant capabilities in content, technology, advertising and talent around it,” said chairman and CEO Yigit Dogan Celik (pictured). “Bringing these businesses together as distinct companies marks the next stage of that development. Each has its own mandate and ambition, while together they strengthen what we can offer partners and the value we can create across the content lifecycle.”
The company said its 2026 agreements covered content, licensing, studio integration and YouTube growth with partners and talent including ITV, NBCUniversal, Banijay, All3Media, David Letterman and Steve Harvey.
Its increased investment commitment for 2027 will focus on strategic agreements with studios, broadcasters and producers; licensing content and rights for new markets and platforms; and direct investment in production through Merzigo Studios. The US will be its primary growth market next year.
“We successfully deployed the $150 million we committed to content investment in 2026, and that investment has enabled us to expand our partner base, invest in thousands of hours of content and deepen our relationships across the global media industry,” said Ceyda Sıla Çetinkaya, Merzigo’s global COO. “We are now increasing that commitment to $200 million for 2027, with the US at the heart of our next phase of growth.”
Merzigo says its network now spans more than 6,000 official channels in over 30 languages, generating more than 17 billion monthly views. It plans to unveil a new global brand identity ahead of MIPCOM Cannes.
