Minute Media

High-Level Overview

Minute Media is a digital media and technology company specializing in sports, entertainment, and fan-driven content, operating a portfolio of owned-and-operated (O&O) brands like 90min, The Players' Tribune, FanSided, Mental Floss, and Sports Illustrated, alongside proprietary publishing, video, and advertising platforms.[1][2][3] It serves global audiences—reaching over 50 million football fans alone via 90min in 10 languages—by delivering authentic, athlete- and fan-generated stories, news, analysis, and trivia, while solving the challenge of engaging passionate communities through scalable tech that powers content creation, distribution, and monetization for publishers and brands.[1][2][3] With over 600 employees across continents, the company projects over $100 million in annual revenue, fueled by year-over-year growth and tech acquisitions enhancing its online video platform (OVP) and supply-side platform (SSP).[2][3]

Origin Story

Founded in 2011 in Israel as 90min, a soccer-focused digital publication, Minute Media was established by Asaf Peled (current CEO and venture capitalist), Yuval Larom, and Gili Beiman to create fan-centric content in a nascent mobile era.[2] The idea emerged from recognizing the gap in authentic, community-driven football coverage, quickly gaining traction as the world's largest football community.[1][2] Pivotal growth came through expansion into a media holding company: acquiring Mental Floss (2018), tech firm Wazimo (2021), STN Video (2024) for sports highlights, and licensing Sports Illustrated publishing rights (March 2024) after The Arena Group's exit; it also launched Voltax Video (2020) and its ad platform (2022).[2] By 2025, it employs 600+ staff globally, with ~100 in Tel Aviv focused on R&D.[2][3]

Core Differentiators

• Proprietary Technology Stack: Powers 7 O&O brands and third-party publishers with an end-to-end online video platform (OVP via STN Video), SSP for programmatic ads, and publishing tools enabling brand-safe video from 250+ providers across 2,000+ sites—boosting publisher revenue via direct-sold demand.[1][2][3]
• Authentic, Fan- and Athlete-Driven Content: Brands like The Players' Tribune (athlete storytelling), 90min (fan voices in 10 languages), and FanSided emphasize unfiltered narratives, differentiating from traditional media.[1][2]
• Global Scale and Multilingual Reach: Operates in multiple languages across continents, with 5 core O&O properties in sports/entertainment, supported by data automation from 60+ sources for ROI efficiency.[1][3][4]
• Acquisitive Growth and Operating Model: Rapid tech/media buys (e.g., STN Video, Sports Illustrated license) and values like transparency, diversity, and innovation foster a collaborative culture challenging media norms.[2][3]

Role in the Broader Tech Landscape

Minute Media rides the wave of fan-centric, programmatic media tech, capitalizing on the explosion of sports streaming, short-form video, and personalized content amid cord-cutting and social media fragmentation.[1][2] Timing aligns with post-pandemic digital ad surges and AI-driven personalization, where its OVP/SSP taps premium inventory for brands targeting niche passions like football (50M+ fans) or trivia via Mental Floss.[1][3] Market forces favoring it include rising demand for authentic voices over legacy outlets—exemplified by Sports Illustrated's pivot—and publisher tech needs, as seen in Wazimo/STN integrations.[2] It influences the ecosystem by democratizing content tools for athletes/fans, enabling scalable monetization, and bridging editorial with ad tech, backed by investors like Battery Ventures.[2][5]

Quick Take & Future Outlook

Minute Media's momentum—via acquisitions, SI licensing, and tech platforms—positions it to dominate programmatic sports media, potentially exceeding $100M revenue as video and fan communities grow.[2][3] Trends like AI content curation, global esports, and shoppable fan experiences will shape its path, with expansions in multilingual OVP/SSP driving publisher partnerships.[1][2] Its influence may evolve into a full-stack media-tech leader, influencing how passions are monetized ecosystem-wide, building on its origin as a scrappy soccer startup to power the next era of digital fandom.[1][2]