The strategic collaboration will connect Banijay Entertainment’s portfolio of premium IP with highly engaged social media communities, expanding content discovery and fan engagement through creator-led distribution.
Banijay Entertainment has announced a strategic partnership between Banijay Benelux and ClipHub, a company founded by Anass Hoppenbrouwer and Joshua Maseda Lamelas, aimed at strengthening content discovery and audience growth for its premium franchises through creator-led distribution.
The partnership will connect Banijay Entertainment’s IP with highly engaged communities across social media platforms, creating new opportunities for formats to be discovered, shared and promoted through broadcaster-endorsed campaigns and creator partnerships.
ClipHub works with global streaming platforms, linear broadcasters, athletes, fashion brands and artists. According to the company, it has generated more than 200 million views in just a few months, supported by a network of over 5,000 creators who have published more than 21,000 clips.
The collaboration was initiated by Banijay NXT, Banijay Benelux’s innovation division.
“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,” said Naique Tanate, Head of Banijay NXT.
“Through ClipHub, we are directing and bringing audiences closer to our shows, turning discovery into conversation and building fandoms around our brands and franchises,” Tanate added.
Anass Hoppenbrouwer and Joshua Maseda Lamelas, founders of ClipHub, highlighted the growing importance of online communities in entertainment discovery.
“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,” they said.
The agreement builds on Banijay Benelux’s existing digital initiatives, including FC Failliet/Finesse (FCF), a creator-led football club developed alongside Southfields, part of Banijay Benelux. Its debut season generated millions of social media views, demonstrating the potential of online communities to engage audiences.
The company has also expanded its digital activities through the acquisition of creator-focused business Werktitel, which develops concepts for online creators, brands and producers across content, live experiences, marketing and publishing.
A Broader Digital Strategy
The ClipHub partnership is part of Banijay Entertainment’s wider strategy to expand the reach and value of its intellectual property through digital distribution and creator-led initiatives.
Recent projects include Banijay America’s agreement to bring Somebody Feed Phil from Netflix to YouTube, followed by its collaboration on Phil Rosenthal World.
Other initiatives include Workerbee’s Jamie Vardy’s Having a Party vodcast and subsequent Bundesliga rights package, as well as the development of creator-led formats such as Stop the Train and Let’s Play Ball.
The group’s digital operations also include Little Dot Studios, which generates approximately 11 billion organic views per month through its network and develops and operates digital brands such as History Hit, the on-demand history channel.
Through these initiatives, Banijay Entertainment is seeking to extend the reach of its established franchises, strengthen audience engagement and explore new distribution opportunities beyond traditional broadcasting and streaming.
