Crypto Meets Cinema: Tether’s $10.8M ‘Be Water’ Investment Marks a New Chapter as Stablecoin Adoption Hits 400M Users

Tether, the issuer of the leading stablecoin, is stepping into crypto investment growth further with a $10.8 million purchase of a 30% share in Italian media firm Be Water. Although it is best recognised for stablecoin market development, Tether is currently expanding into non-crypto industries, marking a decentralised finance adoption trend combining legacy industries with blockchain industry innovation.

This is a follow-up to Tether’s $775 million investment in Rumble, a video-sharing site, in December 2024. With cryptocurrencies going mainstream, Tether is becoming a major player in the blockchain space, bridging the lines between crypto investment growth and mainstream media.

Tether’s Media Investment: A Crypto Strategy

Established in 2021, Be Water owns Chora Media, Will Media, and Be Water Film, creating content for Italy’s entertainment sector. Although Tether’s investment in the media does not appear to have anything to do with stablecoin market expansion, experts indicate that this move follows its crypto investment growth. 

Tether invests in BeWater, an Italian media excellence.

BeWater holding controls both Will Media and Chora Media, and the group focuses on news, media, podcasts and content creation for the Italian market.

I got to know personally many team members and I'm truly impressed by… https://t.co/8i3d1IR8j1

— Paolo Ardoino 🤖 (@paoloardoino) March 27, 2025

Tether CEO Paolo Ardoino stated on X (March 27) that investing in Be Water strengthens independent journalism in Italy while ensuring media resilience against external influence. He praised the team’s integrity and commitment to producing high-quality content.

Tether has also been working on blockchain-based content distribution frameworks, allowing creators to tap into decentralised finance adoption patterns for earnings. This follows the increasing interest in Web3-based media platforms, where crypto-backed smart contracts can guarantee content ownership and monetisation.

Stablecoin Market Growth: The Bigger Picture

Tether CEO Paolo Ardoino emphasised on X (formerly Twitter) that stablecoins are becoming a “financial standard,” with corporations and governments launching their own versions. As the stablecoin market growth accelerates, Tether’s USDT has reached 400 million users. Experts project that stablecoin users will surpass 1 billion globally by 2025. 

Today Tether USDt has (conservatively) more than 400 million users across the world. Soon 1 billion.

We always focused on the adoption from the ground up, working in the streets, among other people, while traditional finance was watching at us from their ivory towers.

That's…

— Paolo Ardoino 🤖 (@paoloardoino) March 27, 2025

Tether is not just focused on stablecoin market growth but also on integrating digital assets across industries. The adoption trend of decentralised finance is further evident as governments move toward regulated stablecoins. The EU’s MiCA framework now mandates that stablecoin issuers comply with licensing regulations, strengthening the legitimacy of blockchain industry finance.

Tether’s Expanding Investment in Crypto and Beyond

Tether is allocating $2.5 billion to $3 billion toward crypto investment expansion, including artificial intelligence, mining, biotech, and blockchain industry startups. These ventures align with its decentralised finance adoption trend, pushing stablecoins beyond simple transactions.

The other essential factor in stablecoin market growth is the emergence of national stablecoins. The UAE and some Asian nations are launching state-supported digital assets, which have the potential to redefine global finance and diminish dependence on the US dollar.

Also, Tether has been growing its reserves of Bitcoin, which makes it a strong player in the crypto investment growth movement. By securing USDT with additional BTC and other high-liquidity assets, Tether is looking to improve transparency and stability in the stablecoin market.

Future Outlook: Tether’s Role in Crypto Investment Growth

Tether’s investment in Be Water signals a move towards crypto investment expansion outside the blockchain sector. As stablecoin market expansion continues, Tether is solidifying its position as a leader in digital assets, media, and decentralised infrastructure.

By 2025, the trend for decentralised finance adoption will gain momentum, with more regulatory backing, more institutional involvement, and creative investment methods. Tether’s growth beyond crypto only continues to make it a focal point in carving out the future of digital finance.