Endemol Beyond will use Tubular Labs analytics and software as part of a deal announced Thursday.
Through the collaboration, the digital media company wants to be able to gain new insights into channel performance of its creator partners, improve fan engagement, identify new collaborators, and accelerate audience growth.
“With the Tubular platform we can better help them increase the size, intensity and overall value of their fan bases. That means more customers for our digital networks,” said David B. Williams, chief content and technology strategist, Endemol Beyond USA, in a statement.
California-based Tubular Labs provides subscribers of its software detailed analytics on audience engagements and demographics. The partnership will allow the production company to make decisions on production, programming and marketing based on real data, added Rob Gabel, founder and CEO, Tubular Labs.