NBCUniversal is doubling its investment in the SoftBank and Hearst-backed online media company, providing the capital at a reported $1.7bn post-money valuation.

Media company NBCUniversal is investing a further $200m in US-based online media platform and portfolio company Buzzfeed, Recode reported on Thursday.

The investment values Buzzfeed at $1.7bn post-money, undisclosed sources told Recode. NBCUniversal provided $200m of funding for Buzzfeed in August 2015 at a $1.5m post-money valuation.

Buzzfeed’s millennial-focused media network is best known for its listicles and bite-sized, often branded, content and has latterly been moving heavily into video. It also divided its editorial structure into separate entertainment…