Case Study: Deutsche Welle expands global reach with localized content using Tubular Labs

Deutsche Welle reaches 156.6M unique viewers with Tubular Labs

Deutsche Welle, Germany's international broadcaster, faced the challenge of connecting with younger, social media-focused audiences and expanding into new demographics across many countries and languages. They needed to synergize content across social, digital, and television platforms and required comprehensive data to inform these strategies. They turned to Tubular Labs for social analytics and audience measurement.

Using Tubular's data, Deutsche Welle started informing its television programming based on what resonated with its YouTube audience. They combined editorial creativity with insights on demographics, content parameters, and competitor strategies to launch targeted content. This solution led to significant growth, including reaching 156.6 million unique viewers and 2.4 billion minutes watched in a single month, effectively extending their global reach through localized, data-driven content.

Deutsche Welle