Cheddar, a popular live-streaming financial news network, announced a partnership with Brave Software—the privacy browser behind Basic Attention Token. The move leverages Cheddar’s viewers who are “obsessed with crypto.”

The partnership will provide free subscriptions to premium Cheddar content for Brave browser users, allowing hundreds of thousands of users to take advantage of Cheddar’s premium subscription.

Brave users who take advantage of the offer will receive access to Cheddar Premium for three months. This includes live feeds to the Cheddar Business and Cheddar News channels on Cheddar.com.

According to Jon Steinberg, CEO of Cheddar (and former president of BuzzFeed), the partnership was a natural progression considering the interest its users have for cryptocurrency:

“Cheddar viewers are obsessed with crypto; we even have a show dedicated to it—The Crypto Craze. The idea of unlocking our premium feeds for Brave users via crypto funding, with no sign-up, seemed like a natural way to engage a passionate community that will no doubt enjoy our content,” said Steinberg

For Brave, the partnership will help grow its user base; Cheddar offers “premium content” that satisfies Brave’s typically cryptocurrency-savvy users.

“We’re excited to work with Cheddar to enable Brave users to seamlessly access premium Cheddar content,” said Brendan Eich, CEO and co-founder of Brave. “Our platform reconnects users and publishers without compromising privacy, and access to premium content is one of the key ways to grow our audiences.”

Brave markets itself as a privacy-focused browser, leveraging blockchain to accomplish that aim. The company’s Basic Attention Token (BAT) looks to solve issues surrounding advertising by paying users for their attention when subjected to ads.

Brave’s native token, the Basic Attention Token was added to Coinbase in November 2018, allowing Coinbase customers to buy, sell, send, receive, and store BAT. In September 2018, Brave also partnered with Civic (CVC), a blockchain digital identity service, to further protect user privacy.

These strategic partnerships might be necessary for Brave browser to succeed in the highly competitive browser landscape.

According to StatCounter’s November 2018 data, browser use across all platforms (desktop, tablet, and mobile) is 62 percent Google Chrome, 15 percent Safari, and 5 percent Firefox. This leaves Brave with little space to compete unless the service can provide compelling reasons for users to switch.

Perhaps blockchain and cryptocurrency will be the edge that Brave needs to succeed.

Basic Attention Token $0.33 0.31% Basic Attention Token, currently ranked #27 by market cap, is up 0.31% over the past 24 hours. BAT has a market cap of $415.8M with a 24 hour volume of $37.09M. Basic Attention Token Price Chart BATUSD Chart by TradingView