Tubular Labs Raises $10 Million In New Funding, Announces Cross-Platform Video Ranking

Online video analytics company Tubular Labs has raised $10 million in a new funding round led by venture capital firm Marker LLC, the company announced this morning. This brings total funds raised by the four-year-old company to $31 million. Tubular last raised $6.6 million in a Series B round from FirstMark Capital, Canaan Partners, and more in April 2015.

Tubular’s founder and CEO Rob Gabel said new funds would be used to offer publishers more tools to analyze branded content. “Today, with more than 55,000 publishers generating over 99 billion monthly video views, online video has reached critical scale,” he said in a statement. “What’s missing is monetization of branded content.”

Marker co-founder and partner Rick Scanlon said his firm invested in Tubular because it now tracks over 2 billion videos and 400 million viewers across 30 platforms amid a rapidly growing customer base, which includes over 4,000 online creators and 100 businesses, such as Viacom

At the same time that it announced the funding, Tubular also unveiled a new ranking for the world’s top media properties based on cross-platform video viewership. Somewhat unsurprisingly, BuzzFeed tops this list by a landslide, with over 4.7 billion views in April — followed by Time Warner, which clocked 2.2 billion views. Rounding out the list are Walt Disney, Comcast, and The LADBible, a UK entertainment site.

Last month, Tubular announced Tubular Video Ratings, a new metric that ranks videos, publishers, and influencers according to overall engagement. The so-called ER30 measurement purports to compute the engagement rate of a video within a period of 30 days.