Tether Holdings is turning to video streaming platform Rumble Inc. to help launch its new USAT stablecoin, a U.S.-regulated dollar-backed token designed to compete in the crowded American crypto market.

Tether CEO Paolo Ardoino announced the strategy at Token2049, revealing that Rumble will roll out a crypto wallet powered by Tether’s technology later this year. The integration could bring USAT directly to Rumble’s 51 million monthly active users, most of whom are U.S.-based.

“The aim here is to prove how we can convert 51 million active users, mostly in the United States, to use stablecoins within the U.S., the most sophisticated country nation for financial rails,” said Paolo Ardoino.

The partnership builds on Tether’s $775 million investment in Rumble in 2024, which secured the stablecoin issuer a 48% stake in the Youtube competitor. Rumble’s pro-crypto stance aligns with Tether’s ambition to scale adoption quickly through consumer-facing platforms.

By embedding USAT into Rumble’s ecosystem, Tether hopes to convert millions of video streaming users into stablecoin holders, giving it a foothold in a market dominated by USDC and PayPal’s PYUSD.

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