Sky has invested half a million dollars (£311,000) in LA-based online video aggregator Pluto.TV.
Pluto.TV aggregates web videos and presents them in themed channels, such as music, news, sports, comedy and entertainment. It also features specialist-interest channels. Think hip-hop, surfing, video gaming, stand-up comedy, art and fashion.
Its portfolio includes cat videos too, some 4K clips, and the entirety of R Kelly's 'Hip-Hopera' 'Trapped in the Closet'.
Sky says the investment is "part of its strategy to drive innovation by partnering with pioneering technology companies".
Pluto.TV is available on a number of platforms, including the web, iOS and Android, Google Chromecast, Amazon Kindle Fire and Fire TV.
It's an interesting move, that's for sure. Sky says it will provide "valuable insights into the way new forms of content are shaping emerging trends in the way people find and watch TV."
In other words, a traditional broadcaster wants to see how these new-fangled web start-ups work.
Sky has previously invested in other tech companies including Sharethrough, Roku, Jaunt and 1 Mainstream.
Emma Lloyd, director of corporate business development at Sky, said in a statement: "This partnership enables Sky to draw on the groundbreaking work Pluto.TV are doing to help viewers discover and enjoy the best of online TV through an intuitive and editorially rich TV platform.
"As we learn about new trends in the way people watch TV, we look forward to sharing our own expertise in content creation, packaging and promotion."