TalentMedia buys Gamellon. Together with LifeTube they form the LTTM group
Under an agreement concluded on 7 October, the company TalentMedia (part of the Mediacap holding) is taking over 100 percent of the shares in Gamellon. Together with LifeTube, the companies form the LTTM group. It also includes two newly created brands: HubYT – a campaign creator with YouTubers – and Mellon Media – a company producing video and its own formats for YouTube. Under its wing, LTTM brings together 62% of the professional YouTuber industry in Poland.
LTTM with a majority of the market
After Monday's transaction, LTTM holds 62% of the market (share in the revenue of partner networks in Poland), thus becoming the largest professional influencer marketing group in Poland. LTTM brings together a total of 835 YouTube channels with a combined 191 million subscriptions, nearly a billion views per month (994 million) and 9,616 years of watch time – this means that videos published on the network generate an average of 384 new views and 32.5 hours of watch time every second. The network includes both up-and-coming creators and the most popular stars. Every second (45%) of the creators in the TOP100 most popular YouTubers in Poland works with LTTM.
After buying the Gamellon network and creating two new entities, we decided to create an umbrella brand, LTTM. Thanks to this, we retain all the entities in the group and clearly define the competences of each company, as well as emphatically define our position on the market. At this moment these are six brands that are leaders in their categories and do not compete with each other. Our mission is to professionalise the industry, educate about influencer marketing and support the entire community of online creators. Given the strong development of the market that we are observing and the intensive progress of our brands, we anticipate the group's revenue will grow by several dozen percent year on year - says Krystian Botko, CEO of LTTM.
New proprietary technology
New proprietary technology
In addition to the launch of the group, a press conference also announced the introduction to the Polish market of a new, proprietary technology developed jointly by LifeTube and TalentMedia. HubYT – for that is the brand under which the announced company will operate – will be the market's first automated and self-service campaign creator with YouTubers. The tool is currently in beta and is being tested by selected clients and influencers.
HubYT is the market's first campaign creator with video creators. It will be something decidedly more than just a platform enabling you to find the right creator to work with. HubYT will guide the entire campaign planning process and allow its effects to be measured in real time. The technology we have created responds to the growing need for cooperation between brands and micro-influencers, as well as clients' ever greater requirements regarding streamlining the process of carrying out video campaigns - comments Lidija Vukić, Managing Partner at LTTM responsible for HubYT
Summary
The LTTM group, formed from the merger of TalentMedia, Gamellon and LifeTube, is taking over 62% of the partner network market in Poland, bringing together 835 YouTube channels with 191 million subscriptions and nearly a billion views per month. The new structure also includes the HubYT and Mellon Media brands, and its goal is to professionalise influencer marketing.
An interesting fact is the proprietary HubYT technology — the first automated campaign creator with YouTubers, currently being tested in beta. The tool is meant to respond to the growing demand for cooperation with micro-influencers and to make it possible to measure campaign effects in real time.
