Mirror Review
August 12, 2025
Rumble is making a $1.17 billion all-stock bid for Germany’s Northern Data, targeting its Taiga division, which runs large-scale AI cloud computing centers.
Launched in 2013 by Chris Pavlovski, the Toronto-based platform built its audience as a free speech–friendly alternative to YouTube, hosting content from high-profile political figures, including U.S. President Donald Trump via Truth Social.
The platform has grown by catering to audiences who feel restricted by traditional social media platforms’ moderation policies.
Now, they are looking beyond video streaming.
If successful, this deal could turn the simple video platform Rumble into a major player in the world of powerful, large-scale computing.
The Deal in Brief
- Northern Data’s Core: Operates AI cloud computing services and large-scale data centers.
- Proposed Terms: Northern Data shareholders would receive 2.319 Rumble shares per share, ending up with about 33.3% of Rumble.
- Key Backer: Tether, Northern Data’s biggest shareholder, supports the acquisition and would become a major GPU-purchasing customer.
1. AI-Powered Infrastructure at Scale
Northern Data’s data centers house over 20,000 Nvidia H100 GPUs and more than 2,000 H200 GPUs.
For Rumble, this means:
- Faster video processing and content delivery.
- Entry into the GPU-as-a-service market for AI developers.
2. Diversified Revenue Streams
Rumble currently earns most of its money from ads and subscriptions. With Northern Data’s capabilities, it could:
- Sell AI training services.
- Lease GPU capacity to startups and enterprises.
- Offer cloud hosting for other platforms.
This could make Rumble less dependent on ad revenue alone.
3. Competitive Edge Against Big Tech
YouTube, Twitch, and X all rely on massive cloud infrastructures. Owning GPU-heavy facilities allows Rumble to:
- Reduce dependency on third-party cloud providers.
- Lower long-term operating costs.
- Market itself as a truly independent alternative.
In a time of debates over content moderation, self-owned infrastructure can be a key selling point.
4. Strengthened Ties With Crypto and AI Markets
Tether’s multi-year commitment to buying GPUs from Rumble could open:
- Access to blockchain computing projects.
- Partnerships in decentralized data storage and AI model hosting.
Moreover, Northern Data’s background in cryptocurrency mining could also help Rumble branch out into other data-heavy industries.
5. Global Data Center Footprint
Northern Data operates ~850 MW of energized capacity across multiple locations, including a 180 MW facility in Georgia.
This allows Rumble to:
- Host data closer to users worldwide, reducing latency.
- Prepare for global expansion without heavy new infrastructure investment.
Risks to Watch
This deal isn’t final yet. It needs regulatory approval, shareholder agreement, and careful checks on both companies.
Moreover, Rumble and Northern Data operate in very different worlds — one is built around online videos, the other around high-powered computer systems. Therefore, combining the two could be complicated.
If the video platform Rumble struggles to make it work, it could lose focus on its main platform and frustrate its audience.
Still, if managed well, the move could mirror Amazon’s leap from online shopping to running one of the world’s largest cloud services, AWS.
Conclusion
So if Rumble goes through with the Northern Data acquisition, it will do more than just boost its video platform. It will compete in the fast-growing AI and cloud market.
If this acquisition succeeds, the video platform Rumble won’t just rival YouTube; it could become a serious contender in the trillion-dollar AI and cloud market.
