Banijay Benelux partners with ClipHub to accelerate creator-led audience Growth

Media and entertainment group, Banijay Entertainment today announces a new strategic collaboration between Banijay Benelux and ClipHub, a company founded by Anass Hoppenbrouwer and Joshua Maseda Lamelas, designed to strengthen the content discovery and audience growth of premium franchises through creator-led distribution.

The partnership will connect Banijay Entertainment IP with highly-engaged communities across social media platforms, creating new ways for formats to be discovered, shared and championed online through broadcaster-endorsed campaigns and creator partnerships. ClipHub works with global streamers, linear broadcasters, athletes, fashion brands and artists, and has generated over 200 million views in just a few months. Its community of over 5,000 clipping creators have built fandom by publishing more than 21,000 clips. The collaboration was initiated by Banijay NXT, Banijay Benelux’s innovation arm. 

Naique Tanate, Head of Banijay NXT said: 'Banijay Benelux is focused on using digital initiatives to bridge the gap between content and audiences. We’re always looking at how audiences engage with entertainment beyond the screen, and as viewing habits evolve, the way people discover content does too. Through ClipHub, we are directing and bringing audiences closer to our shows, turning discovery into conversation and building fandoms around our brands and franchises'.

Anass Hoppenbrouwer and Joshua Maseda Lamelas of ClipHub said: 'Entertainment discovery is increasingly driven by authentic community engagement. The best content is shared, debated and recommended through trusted creators and networks, and this collaboration allows us to bring great titles into online spaces naturally. Together, we are creating opportunities for audiences to engage on the social platforms where they already spend time'.

The ClipHub collaboration extends Banijay Benelux’s activities in the digital space, following the success of FC Failliet/ Finesse (FCF), the creator football club developed alongside Southfields (part of Banijay Benelux). Following a successful debut season that generated millions of social views, the project has demonstrated how engaged online communities can help transform audience experiences. The company also bolstered its position in this space through the acquisition of creator company Werktitel, developing innovative concepts for online creators, brands, and producers, spanning IP and content, live and theatre productions, live experiences, marketing and publishing.

The deal also supports Banijay Entertainment’s broader digital strategy to expand the reach and value of its world-class IP. Most recently, its digital initiatives have included Banijay America’s deal to move Somebody Feed Phil from Netflix to YouTube and the subsequent collaboration on Phil Rosenthal World; Workerbee’s Jamie Vardy's Having a Party vodcast and subsequent Bundesliga rights package, and the ongoing development of creator-led formats like Stop the Train and Let’s Play Ball.  Complementing these initiatives, market-leading Little Dot Studios drives large-scale audience engagement through its extensive network, generating 11 billion organic views each month, while producing and operating premium digital brands like History Hit, the award-winning on-demand history channel. 

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