Rumble is shifting its focus from video sharing to AI infrastructure by acquiring Northern Data and launching Quake AI, aiming to become a leading provider of AI compute as a service. Leveraging its extensive and underutilized infrastructure, the company expects significant revenue growth and market expansion in the AI compute sector over the coming years.
Rumble, traditionally known as a video sharing and cloud services platform, is expanding its focus to capitalize on the growing demand for AI infrastructure. This strategic shift is marked by its acquisition of Northern Data and the launch of Quake AI, a new platform that integrates cloud, compute, and AI infrastructure services. To reflect this broader vision, the company plans to change its legal name to Rum Group. CEO Chris Pavlovski explained that the company has been building its own infrastructure since 2013, with significant investments starting in 2021, aiming to support both its video platform and emerging infrastructure services.
The company’s infrastructure efforts have resulted in excess capacity beyond what is needed for its video platform, which led to the creation of Rumble Cloud in 2024. The acquisition of Northern Data has accelerated this infrastructure-as-a-service business, positioning it as the largest business unit moving forward. Quake AI represents the company’s commitment to providing AI compute as a service, aiming to compete globally in the cloud and AI infrastructure market. This marks a significant evolution from Rumble’s original focus on video content to a more diversified technology company.
Financially, the outlook for Rumble’s infrastructure business is strong. Northern Data recently raised its revenue forecast to between €170 million and €190 million for the current year. When combined with Rumble’s video platform and a recent deal with together.ai, the company’s overall business profile is transforming. Rumble has seen rapid revenue growth, jumping from under $10 million in 2021 and 2022 to over $100 million last year. The integration of these assets is expected to drive substantial growth through 2026, 2027, and beyond.
Looking ahead, Rumble plans to expand its product offerings beyond its existing large-scale AI compute clusters. CEO Pavlovski highlighted significant unmonetized assets, including 180 megawatts of capacity near Atlanta, Georgia, and over 200 megawatts of additional unmonetized infrastructure. These assets represent a major opportunity for rapid monetization, especially given the high revenue potential of modern AI chips, which can generate approximately $10 million annually per megawatt.
Overall, Rumble’s strategic pivot towards AI infrastructure and cloud services, supported by its acquisition of Northern Data and the launch of Quake AI, positions the company for significant growth in the AI compute market. By leveraging its existing infrastructure and unmonetized assets, Rumble aims to become a major player in AI compute as a service, complementing its established video platform business and driving long-term value for shareholders.