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Hulu Japan announces tech deal with NPAW

SVOD Hulu Japan has announced a partnership with Nice People At Work (NPAW) to improve its platform performance and user engagement. 

NPAW is a global video intelligence and analytics company. It charts the likes of Norigin, Telefonica and Ooyala amongst its customers.

Not to be confused with the American streamer of the same name, Disney has no stake in Hulu Japan, with the company being solely owned by HJ Holdings. It launched in 2001, before being acquired by Nippon TV in 2014. It currently has a 25% share of the Japanese VOD market.

In this arrangement, Hulu Japan will use NPAW’s analytics platform Youbora to inform its decision-making and “ensure high-end content delivery quality levels”.

Brian Pang, VP of sales APAC at NPAW said: “Adding an advanced video intelligence layer to Hulu’s video service in Japan was a critical point to support business growth plans. Hulu’s teams required advanced granularity and precise insights to drive performance and user engagement. Now they can bring conversations to the next level.”

“In turn, providing Youbora analytics to a leading Japanese media company reinforces NPAW’s presence across Asia and our commitment to bring advanced insights to help video services build immersive experiences and maximise economics.”