Video tech companies JW Player and Connatix have agreed to merge, forming a new entity, JWP Connatix. This merger aims to create the industry’s most comprehensive independent video technology and monetization platform, targeting broadcasters, publishers, and advertisers alike. The newly formed JWP Connatix will unite both companies’ video delivery and monetization tools, significantly expanding the reach available to buy-side customers. While the deal’s financial terms have not been disclosed, this partnership is already positioned to make significant waves in the video ecosystem.
JW Player and Connatix have long been competitors in overlapping markets. Both offer customizable video players enhanced with contextual data to surface relevant content, and both assist in monetizing that content. The merger will allow them to combine their sell-side client bases, which cover over 2,000 blue-chip media companies, including 80% of the top 25 Comscore US publishers.
Connatix’s client roster includes Reuters, Forbes, Vox, and HuffPost. At the same time, JW Player is known for working with broadcasters like Fox, Sky, Eurosport, and Fuse and publishers like Insider, Future, Axios, and Fast Company. JWP Connatix claims to reach over one billion unique users globally, delivering seven billion minutes of live and on-demand content monthly. Their extensive data, collected from both consumption and contextual sources, will bolster their ability to increase user engagement and monetization for clients.
CTV: A Core Focus for JWP Connatix
The combined company will focus sharply on Connected TV (CTV), a rapidly growing segment within the digital video ecosystem. As broadcasters and publishers see increased viewership on their streaming platforms, they are eager to streamline their CTV operations and better align with advertising partners. With advertisers steadily increasing their investments in CTV, the JWP Connatix merger is crucial for capitalizing on this growth.
“Over the past several years, how and where viewers consume video has radically changed,” said Connatix co-founder and CEO David Kashak. “As a result, media companies require innovative solutions to maximize audience engagement and optimize revenue across disparate monetization models, whether through advertising, subscriptions, or commerce.”
JW Player co-founder and CEO Dave Otten emphasized the significance of their combined scale and expertise: “By joining forces, JWP Connatix ushers in a new era for digital video. The complementary nature of our businesses enables us to bring a unique combination of scale, product breadth, and industry expertise to the market.”
Industry Impact and Future Outlook
This merger positions JWP Connatix as a powerful player in the evolving digital video landscape. By unifying JW Player’s broadcast-level live and on-demand streaming capabilities with Connatix’s advanced advertising and content technology, the new company is poised to deliver a seamless and integrated video management solution for media companies’ rapidly changing needs.
As part of the merger, JW Player’s Dave Otten will serve as CEO of the combined company, while Connatix’s David Kashak will step into the role of chairman. JWP Connatix will operate from its headquarters in New York City, with additional offices in London, Cluj-Napoca, Eindhoven, Skopje, and Tel Aviv.
Key Benefits for Customers
JWP Connatix aims to deliver several key benefits to its customers, including:
- Global reach and reliable scale: With a footprint spanning over one billion unique users and streaming over seven billion minutes of content monthly, the new company offers unparalleled reach across multiple screens worldwide.
- Hybrid monetization models: The platform will support various revenue streams, including advertising, subscriptions, and e-commerce, helping media companies optimize their monetization strategies.
- Advanced data insights: By combining contextual, consumption, and monetization data, JWP Connatix will leverage AI-driven insights to match content and ads to the right audiences, enhancing engagement and ROI.
- A unified platform for OLV and CTV: Media companies can expect an end-to-end solution that supports video management and monetization across online video (OLV) and Connected TV (CTV), allowing seamless integration across different platforms and viewing experiences.
With the media landscape shifting rapidly, JWP Connatix promises to provide a solution tailored to today’s fragmented video environment. The merger will combine JW Player’s streaming strengths with Connatix’s expertise in advertising technology to meet the diverse needs of publishers, broadcasters, and advertisers worldwide.
