iWorld
Fork Media’s Buzzerati to gain access to readers of Twitter’s enterprise API platform Gnip
Mumbai: Fork Media’s social media influencer marketing platform Buzzerati is to get access to Twitter audience and content performance metrics for deeper business intelligence and richer analytics.
This follows a deal between Fork Media and Twitter’s enterprise API platform Gnip.
Buzzerati launched earlier this year at the Digital Marketing & Advertising Conference Adtech in New Delhi. The influencer recommendation platform helps brands strengthen their engagement with target customers on Twitter and other social media sources.
With this agreement, Buzzerati will have access to first-party Twitter data around aggregate audience demographics, brand intelligence, trend analysis, consumer interests and keyword associations. The data, along with Buzzerati’s own proprietary data processing algorithms, provides stronger recommendations to brands on choosing the right influencers for their campaigns. Brands can choose various influencer filters including the location, gender, mobile network and interests of their followers. In addition, Buzzerati will provide discovery to the absolute following, active followers, engagement of an influencer and their followers.
The data agreement also delivers more accurate measurement of impression and reaches data for influencer campaigns. Brands will now be able to view actual impressions of their influencer posts and better analyze the ROI of a campaign across paid and organic mediums. Brands can use the platform to drive brand-led advocacy campaigns or create viral distribution for their existing content.
Fork Media CEO and founder Samar Verma said, “We are excited about the opportunity to leverage Gnip data from Twitter, as we continue to evolve our offering. It will help us go to market even more rapidly and efficiently with solutions that will keep brands and agencies on top of their game. The agreement will also help us offer the most relevant and advanced influencer marketing platform. With the integration of this data, our clients will now have access to better influencer recommendations, which in turn will effectively enhance their campaign planning, execution and success. It will provide us access to the leading global source of real-time social media data, Twitter, allowing us to pursue new marketing opportunities, and offer the best analytics to more brands and agencies.”
Brad Bokal, who leads Gnip’s Twitter data partnerships and sales efforts in APAC, said: “We are committed to helping our global customers build lasting, value driven relationships with their clients.
“We are excited to work with Fork Media as they continue to integrate Twitter data into solutions that help their clients better understand user audiences and content performance on our platform” Bokal added.
iWorld
Netflix cuts jobs in product division amid restructuring
Layoffs hit creative studio unit as leadership and strategy shifts unfold.
MUMBAI: The streaming wars may be fought on screen, but the latest plot twist is unfolding behind the scenes. Netflix has reportedly begun laying off several dozen employees from its product division as part of an internal reorganisation, according to a report by Variety. The cuts are believed to have primarily affected the company’s creative studio unit, which works on marketing assets such as in app trailers, promotional visuals and live experience content for the streaming platform.
The company has not disclosed the exact number of employees impacted.
According to the report, the layoffs were not tied to employee performance. Instead, the restructuring eliminated certain roles while other employees were reassigned to different teams within the organisation.
The roles affected are understood to include designers, producers and creative specialists responsible for marketing and brand experience initiatives.
The job cuts come as Netflix adjusts its leadership structure and reshapes its product and creative teams. Last month, Elizabeth Stone was promoted from chief technology officer to chief product and technology officer, giving her oversight of product, engineering and data operations across the company.
Earlier, in December 2025, Netflix also appointed Martin Rose as head of creative for global brand and partnerships, a move seen as part of a broader restructuring of the company’s brand and product functions.
Despite the layoffs, Netflix remains one of the largest employers in the streaming sector. The company is estimated to employ around 16,000 people globally, with roughly 70 percent of its workforce based in the United States and Canada. In 2023, the company reported approximately 13,000 employees, indicating that its headcount had grown significantly before the latest restructuring.
The workforce changes arrive at a time when Netflix is navigating a shifting financial and strategic landscape in the global entertainment industry.
The streaming giant recently secured $2.8 billion in additional cash after receiving a breakup fee from Paramount Skydance following its withdrawal from a deal involving Warner Bros. Discovery.
Speaking to Bloomberg, Netflix co chief executive Ted Sarandos explained that the company had evaluated multiple scenarios during the negotiations but chose not to match the competing offer once it learned that a higher bid had been submitted.
Netflix had capped its offer at $27.75 per share and ultimately stepped back rather than pursue Paramount’s $111 billion acquisition deal, which included a personal guarantee.
Sarandos also cautioned that the financing structure behind the Paramount Skydance transaction could have ripple effects across the entertainment industry.
According to him, the debt heavy deal could trigger significant cost cutting, with David Ellison, chief executive of Paramount Skydance, expected to eliminate about $16 billion in costs and potentially cut thousands of jobs as part of the integration process.
For Netflix, the current restructuring appears to be part of a broader attempt to streamline operations while continuing to invest in product, technology and global content even as the streaming industry enters a new phase of consolidation and financial discipline.
