Bubblare started on September 1, 2006 and was one of the first sites in Sweden with user-generated video content. Since then several other video sites have been launched by Aftonbladet, ZTV and TV4’s FejmTV. As a result of the increased competition and costs, Bubblare was probably in need of more capital to expand.
Eniro has an option to acquire the remaining 51.9 percent.
UPDATED: Dagens Industri reports that Eniro pays 1 million euro for the minority stake.