×

Issa Rae Acquires Stake in Streamlytics, a Streaming-Media Data Startup

Actress and creator Issa Rae is getting into the streaming data and analytics business.

Rae has taken a minority stake in Streamlytics, an L.A.-based startup led by tech entrepreneur Angela Benton, which is aiming to democratize access to streaming media data — with a specific focus on providing data that better reflects the usage of people of color.

“As streaming services become the standard for how people consume content and information, tools and companies like Streamlytics are necessary for transparency and consumer ownership,” Rae said in a statement. “Angela’s drive and innovative spirit is the reason why she is a pioneer in the tech space and why I’m excited to partner with her in this endeavor.”

Streamlytics was founded in 2018 by Benton, who previously founded NewME, a venture-capital accelerator that helped minority tech entrepreneurs raise over $47 million in funding. Benton declined to say how much Streamlytics has raised to date or the amount of Rae’s stake.

To compile its data, Streamlytics is building a panel of users who share their data via one of its consumer-facing products. After cleaning and enhancing that data, the company issues a data license that specifies that the user owns this new data set and Streamlytics purchases the data from them. Currently, Streamlytics is pulling data for Netflix viewing and plans to next incorporate Hulu, Amazon Prime Video, and social platforms like Facebook Watch and Instagram’s IGTV, according to Benton.

Popular on Variety

Regarding Rae’s investment, Benton said, “Having Issa involved as an owner is beyond exciting. Her pioneering work as both a creator and as a businesswoman creating digital-first content that has transcended the internet-only medium aligns seamlessly with our company’s core values on ownership.”

For her HBO comedy series “Insecure,” Rae has received an Emmy and two Golden Globe nominations for best comedy actress. She rose to prominence with her web series “The Misadventures of Awkward Black Girl,” and her YouTube channel “Issa Rae Presents” has over 450,000 subscribers. Her first book, a collection of essays also titled “The Misadventures of Awkward Black Girl,” was a New York Times bestseller. Rae made her film debut in the acclaimed drama “The Hate U Give,” and most recently starred in Universal Pictures’ “Little.”

Streamlytics’ first consumer-facing application, Clture, focuses on helping minority consumers own and monetize their data. The startup also intends to sell anonymized data and analytics insights to studios, TV networks, producers, agencies and creators, and plans to launch a service letting consumers access their own streaming-media data.

“Essentially, our focus is on providing transparency on what people are streaming, and taking consumers through the process of helping them own their data,” Benton said.

The company is based in Culver City, Calif., and has nine full-time employees. Benton believes there’s a big market for data to track streaming services and cited Nielsen research finding that African-Americans overindex on media consumption across all media types compared with other demographics.

More Digital

  • Deadspin - Jim Rich

    Deadspin to Relaunch Under New Editor Jim Rich, Following Mass Staff Resignation

    Deadspin, the irreverant sports news and opinion digital-media brand that has been dormant since last November, is going to get re-spun under newly hired editor-in-chief Jim Rich. G/O Media named the veteran editor and journalist, who formerly served as editor-in-chief of the New York Daily News, executive editor at Huffpost, and night sports editor at [...]

  • Netflix headquarters in Los Gatos, California,

    Alison Small Set to Lead Training for Netflix in U.K. (EXCLUSIVE)

    Alison Small, CEO of The Production Guild of Great Britain, is in discussions to join Netflix as head of its training initiatives out of the U.K., Variety has learned. The Production Guild, whose members include line producers, production managers and location managers, among others, advertised for a new CEO last week. Its chair is Alex [...]

  • Picture by Simon Wilkinson/SWpix.com 22/01/2020 -

    NATPE 2020: TV Biz Looks Back and Forward as Streaming Wars Ensue

    MIAMI — The atmosphere at the annual NATPE conference this year was a bit of old school and a lot of new school. In keeping with NATPE’s remit as a content market, hopeful stars of new fall talk show prospects pressed the flesh in a flurry of meetings and receptions with station buyers. MGM TV’s [...]

  • Tokyo 2020 Summer Olympic Games -

    NBC to Produce Four Daily Tokyo 2020 Olympics Shows for Snapchat (EXCLUSIVE)

    NBC is again turning to Snapchat as part of monetizing its Olympics media rights — coveting the app’s millions of millennials and Gen Z users. NBC Olympics and Snap inked a renewed pact to present coverage of the XXXII Olympic Summer Games in Tokyo, as well as the U.S. Olympic Team Trials, to Snapchat users [...]

  • Adobe Premiere Pro_Productions

    Adobe Premiere Pro to Add Project Management, Multi-User Collaboration Tools

    Adobe Premiere Pro is about to get better at working on big projects — and letting multiple users collaborate on the same video production. The vendor is adding a new set of tools called “Productions” to its Premiere Pro video editing software. Those will provide features for managing projects and sharing assets among them, along [...]

  • Amazon Italy

    Amazon Moving Into Italian Originals With Multigenre Slate (EXCLUSIVE)

    Amazon is moving into Italian originals with a multigenre slate comprising “Bang Bang Baby,” a Milan-set mob drama with a young woman at its center, a comedy series centered around popular local star Carlo Verdone, and an unscripted food travelogue titled “Dinner Club.”  The streamer’s first forays into Italian scripted content were announced Thursday at [...]

  • 100 Thieves

    Esports Organization 100 Thieves Unveils New Facility in Los Angeles

    As of Wednesday, popular esports organization 100 Thieves has an official home in Los Angeles. The group unveiled its new 15,000 square-foot facility, officially named the 100 Thieves Cash App Compound, in a media preview with some of its biggest personalities and investor Scooter Braun on hand. Also in attendance was Jack Dorsey, the CEO [...]

More From Our Brands

Access exclusive content