Rumble (NASDAQ:RUM) is restructuring its business into two core operating divisions and adopting a new corporate identity after completing its acquisition of AI infrastructure provider Northern Data.
Effective June 18, the company will operate as RUM Group Inc., a holding company overseeing two businesses: Rumble, its video and media platform, and Quake AI, a newly created cloud and AI infrastructure division formed through the integration of Northern Data and Rumble Cloud.
The reorganisation follows the closing of Rumble’s acquisition of Northern Data, which gives the company ownership of approximately 85.2% of the German AI and high-performance computing infrastructure provider.
Chief Executive Officer Chris Pavlovski said the new structure reflects the company’s vision of combining AI infrastructure with human creativity.
“We are living through a once-in-a-generation shift. As artificial intelligence makes knowledge abundant, the scarcest and most valuable resource on Earth becomes the one thing machines can’t manufacture: human imagination. RUM exists to build the future where that ingenuity wins, and to make sure it belongs to the dreamers and the doers. Quake AI gives that imagination a foundation. Rumble gives it a voice.”
Two Businesses Under One Corporate Umbrella
Under the new structure, Rumble will remain the company’s flagship brand, focusing on video sharing, content creation, advertising and livestreaming services.
Quake AI will serve as the group’s cloud computing and AI infrastructure arm, bringing together Rumble Cloud’s computing network with Northern Data’s large-scale GPU and data centre operations.
Management said the strategy is based on the belief that future value creation will increasingly depend on both the infrastructure powering artificial intelligence and the human creativity that directs it.
The company said additional details regarding product offerings, development plans and branding initiatives will be announced in the coming months.
Northern Data Deal Expands AI Infrastructure Footprint
The acquisition significantly expands RUM Group’s position in the AI computing and data centre market.
Through Northern Data, the company gains access to approximately 22,000 NVIDIA H100 and H200 GPUs across multiple European data centres, along with roughly 250 megawatts of energized and contracted power capacity. More than 200 megawatts of that capacity is currently unmonetized, providing room for future expansion.
Northern Data’s infrastructure portfolio includes ten data centres, four of which are owned, while most planned capacity is expected to come online by 2027.
Rumble said the transaction immediately strengthens its presence in AI compute-as-a-service, power and data centre markets, while also creating opportunities to deploy AI capabilities across its media platform for creators, advertisers and users.
Revenue Outlook Raised
The acquisition also provides an immediate financial boost.
Northern Data recently increased its full-year 2026 revenue guidance to between €170 million and €190 million, up from a previous forecast of €130 million to €150 million. GPU utilisation across its estate reached approximately 85% in March 2026, reflecting strong demand for AI computing resources.
The company said demand has been supported by a recently announced multi-year agreement with Together AI.
Pavlovski described the transaction as a transformational moment for the business.
“Closing this transaction marks a defining step in our evolution,” said Pavlovski. “We now have over 200 MW of unmonetized energy capacity and substantial contracted revenue across Rumble. Investors can see that we are very quickly entering an entirely new level of fundamentals for our business, both in terms of the quality of the infrastructure we control and the anchor partnerships that validate it.”
Building Infrastructure for the AI Economy
RUM Group said Quake AI is designed to provide the computing, networking, power and blockchain infrastructure required to support the next generation of AI-powered enterprises.
The business combines CPU-based cloud services, large-scale GPU capacity, data centre infrastructure and blockchain capabilities through a strategic partnership with Tether.
Together with Rumble’s content and media ecosystem, the company believes the two divisions create a complementary platform aimed at supporting both the technological and creative sides of the emerging AI economy.
More about RUM Group
RUM Group Inc. (NASDAQ:RUM) is a technology holding company focused on digital media and AI infrastructure. Its businesses include Rumble, an independent video and media platform, and Quake AI, a cloud computing and AI infrastructure provider formed through the integration of Northern Data and Rumble Cloud. The company aims to support the next generation of AI-powered applications, creators and enterprises through a combination of computing infrastructure and digital distribution platforms.