Rumble (NASDAQ: RUM) and Perplexity announced a strategic partnership on Thursday, to integrate Perplexity’s AI-powered search tools into Rumble.com to improve video discoverability. This collaboration includes a new subscription bundle combining Rumble Premium with Perplexity Pro and an advertising commitment from Perplexity to promote its AI browser, Comet, across Rumble’s ecosystem, including the Rumble Advertising Center.
The integration and related offerings are being rolled out progressively, launching alongside enhanced search capabilities. The partnership aims to address the challenge of content discoverability in a crowded digital video landscape by leveraging Perplexity’s AI technology to better understand user intent and surface relevant video results.
"The partnership includes several initiatives, including the integration of Perplexity’s AI-powered tools to drive more discoverability on Rumble, the introduction of a new subscription bundle combining Rumble Premium with Perplexity Pro, and the promotion of Perplexity’s new product Comet across the Rumble ecosystem, including the Rumble Advertising Center," the video streaming platform wrote in a blog.
Rumble’s CEO, Chris Pavlovski, expressed excitement about deepening Rumble’s presence in the AI space and highlighted the value of Perplexity’s technology for improving platform discoverability.
Perplexity’s Chief Business Officer, Dmitry Shevelenko, noted that the collaboration allows Perplexity to introduce its Comet browser to Rumble’s audience while bringing its AI search capabilities to the platform.
Comet is described as an AI-powered browser that acts as a personal assistant, providing contextual help and intelligent search across any website, learning from user interactions to improve engagement
The bundled subscription offer is a strategic monetization effort designed to boost average revenue per user (ARPU) and create a stable, recurring income stream by combining Rumble’s ad-free, exclusive content access with Perplexity Pro’s advanced AI features
The partnership has generated significant retail investor interest, with Rumble stock experiencing a 421% surge in user message volume on Stocktwits within 24 hours of the announcement, reflecting an "extremely bullish" sentiment.
The partnership is distinct from previous approaches, focusing on a deep integration of a sophisticated AI answer engine rather than generic recommendation algorithms, aiming for a more intelligent and user-driven content experience.