NBCU poised to make investments in BuzzFeed and Vox, seeking to appeal to younger viewers who are abandoning traditional media, according to the NYT.

NBCU, owned by Comcast, is reported to be close to investing $250 million in BuzzFeed, known for its trending quizzes and lists, with recent forays into news reporting. The deal would value BuzzFeed at about $1.5 billion.

The company is also said to be in talks to invest in Vox Media, the home of a group of sites including the sports brand SB Nation, tech site The Verge and the news site Vox.com, at a valuation of about $850 million.

BuzzFeed attracted about 80 million unique visitors in the United States last month and has over half its audience between the ages of 18 to 34. Vox had 54 million unique visitors with about 41 per cent of its audience in that same age group.

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