Streaming measurement firm Antenna has raised $ 4.2 million in seed capital

Antenna, a new streaming measurement company, has raised a $ 4.2 million startup round from Raine Ventures, the venture arm of Raine Group, which has invested in high-profile media and technology companies like Soundcloud and Foursquare.

Why it matters: The transition to digital streaming and mobile phones has created an opportunity for new entrants to disrupt the media measurement industry.

Details: Raine is supported by a group of angel investors, including other founders and thought leaders in the media industry.

  • The money will be used to launch online client tools and expand measurement coverage to consumer subscriptions outside of entertainment streaming such as games, audio, and health and wellness.

Between the lines: The antenna, which hit the market in February, entered the space before the biggest streaming boom in recent history, triggered by the pandemic.

  • The company has rapidly gained prominence among media insiders using Antenna’s data to measure user buying behavior and key subscription metrics across the subscription media landscape.
  • Most of all, the company measures churn, or how often people cancel their subscription services.
  • The company was co-founded by Jonathan Carson, a veteran digital media and measurement manager, and Rameez Tase, former audience and analytics manager at Axios and Mic.

The big picture: In the midst of the pandemic where so many more traditional media companies have switched to digital, much more money has gone into media measurement companies.

  • DoubleVerify, an ad fraud measurement company, raised $ 350 million last month.
  • SimilarWeb, an Israel-based internet measurement company, raised $ 120 million last month and increased its total funding to $ 240 million.

Editor’s note: Rameez Tase is a former Axios manager.

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