Jukin is in the business of buying popular videos before they truly go viral, then raking in those sweet ad impression bucks and making sure anyone trying to reuse the vids (from morning shows to your aunt on Facebook) has to go through them. So how do they find these videos? Easy, through the expertise of Jukin representatives -- a fancy way of saying "a bunch of millennials who sit in a comfy office and, no shit, watch videos all day." Sometimes they'll catch the videos when they're already gaining traction on sites like Reddit or YouTube, but many other times, they'll simply take a chance on something that looks cute, funny, or stupid enough to touch our collective hearts.
This means they end up buying thousands and thousands of obscure videos of puppies farting or dudes getting hit in the groin in every conceivable way, but it's not wasted money. Many of these videos will eventually show up for half a second in a detergent commercial or something. And every once in a while, they'll stumble upon a Pizza Rat and make some serious bank. That's not a joke. By 2015, Jukin had paid out royalties totaling over $5 million to video owners. They estimate that number will be at $20 million by the end of 2018. We fully expect them to own the world by 2045.