Toronto-based Wattpad is officially part of South Korean internet giant Naver as of today, with the official close of the $600 million cash and stock acquisition deal. Under the terms of the acquisition, Wattpad will continue to be headquartered in, and operate from Canada, with co-founder Allen Lau remaining CEO of the social storytelling company and reporting to the CEO of Naver’s Webtoon, Jun Koo Kim.
I spoke to Lau about what will change, and what won’t, now that Wattpad is part of Naver and Webtoon. As mentioned, Wattpad will remain headquartered in Toronto — and in fact, the company will be growing its headcount in Canada under its new owners, with significant new hiring.
“For Wattpad itself, last year was one of our fastest-growing years both in terms of revenue and company size,” Lau said. “This year will be even faster; we’re planning to hire over 100 people, primarily in Toronto and Halifax. So in terms of the number of jobs, and the number of opportunities, this puts us on another level.”
While the company is remaining in Canada and expanding its local talent pool, while maintaining its focus on delivering socially collaborative fiction, Lau says that the union with Naver and Webtoon is about more than just increasing the rate at which it can grow. The two companies share unique “synergies,” he says, that can help each better capitalize on their respective opportunities.
“Naver is one of the world’s largest internet companies,” Lau told me. “But the number one reason that this merger is happening is because of Webtoon. Webtoon is the largest digital publisher in the world, and they have over 76 million monthly users. Combined with our 90 million, that adds up to 166 total monthly users — the reach is enormous. We are now by far the leader in this space, in the storytelling space, in both comics and fiction: by far the largest one in the world.”
The other way in which the two companies complement each other is around IP. Wattpad has demonstrated its ability to take its user-generated fiction and turn that into successful IP upon which original series and movies are based. The company has both a Books and a Studios publishing division, and has generated hits like Netflix’s “The Kissing Booth” out of the work of the authors on its platform. Increasingly, competing streaming services are looking around for new properties that will resonate with younger audiences in order to win and maintain subscriptions.
“Wattpad is the IP factory for user-generated content,” Lau said. “And Webtoons also have a lot of amazing IP that are proven to build audience, along with all the data and analytics and insight around those. So the combined library of the top IPs that are blockbusters literally double overnight [with the merger]. And not just the size, but the capability. Because before the acquisition, we had our online fiction, we have both publishing business, and we have TV shows and movies, as well; but with the combination, now we also have comics, we also have animation and potentially other capabilities, as well.”
The key to Wattpad’s success with developing IP in partnership with the creators on its platform isn’t just that it’s user-generated and crowd-friendly; Wattpad also has unique insight into the data behind what’s working about successful IP with its fans and readers. The company’s analytics platform can then provide collaborators in TV and movies with unparalleled, data-backed perspective into what should strike a chord with fans when translated into a new medium, and what might not be so important to include in the adaptation. This is what provides Wattpad with a unique edge when going head-to-head with legacy franchises, including those from Disney and other megawatt brands.
“Not only do we have the fan bases — it’s data driven,” Lau said. “When we adapt from the fiction on our platform to a movie, we can tell the screenwriter, ‘Keep chapter one, chapter five and chapter seven, but in seven only the first two paragraphs,’ because that’s what the 200,000 comments are telling us. That’s what our machine learning story DNA technology can tell you this is the insight; where are they excited? This is something unprecedented.”
With Naver and Webtoon, Wattpad gains the ability to leverage its insight-gathering IP generation in a truly cross-media context, spanning basically every means a fan might choose to engage with a property. For would-be Disney competitors, that’s likely to be an in-demand value proposition.