Underknown

What Underknown does

Underknown is a Toronto-based digital factual media company founded in 2016 by Steve Hulford, operating a portfolio of 90+ science and humanities video channels including flagship franchise 'What If' (ranked #1 science & technology video publisher by Tubular Labs), 'How to Survive,' 'Animalogic,' 'Aperture,' and others, distributed across YouTube, Facebook, Instagram, TikTok, Snapchat, MSN, and Roku. The company serves Gen Z and Millennial audiences globally with content produced in 12 languages across 52 countries, reaching 80+ million monthly viewers and 70+ million total followers, and has produced over 3,000 minutes of What If content alone with billions of cumulative views.

The company's platform is built on proprietary technology including StorySuite, a data analytics platform that functions as a 'commissioning editor' by analyzing content performance across social platforms to inform production decisions; an internal video CMS that manages distribution, testing, and measurement at scale; and Krill, an AI-powered licensing tool. Underknown's content engine is supported by a fully remote workforce of 250+ employees across 33 countries, with Underknown Studios serving as the division developing long-form TV adaptations of web IP (including 52 x 60-minute episodes of What If) in partnership with Thunderbird Entertainment and West One International for global distribution.

Underknown generates revenue through four primary streams: (1) programmatic advertising on free-to-view social video, which is the dominant revenue source; (2) branded content and sponsorship through Underknown Brand Studio (clients have included Greenpeace, Adventure Canada, CDC Foundation); (3) content licensing to publishers and media companies, supported by the Krill platform; and (4) streaming/OTT distribution through the recently launched Popular Science channel on Roku and other platforms. The company is privately held under Underknown Inc. / Backyard Media Inc. and has raised approximately $4.4M in disclosed equity funding since 2019.

Name

Underknown

Legal name

Underknown Inc.

Website

https://underknown.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

251–500 employees

Short description

Underknown is a Toronto-based digital factual media company producing science and humanities video content across 90+ channels in 12 languages, reaching 80+ million monthly viewers via YouTube, TikTok, Snapchat, and Roku, and monetizing through advertising, branded content, and licensing.

Ownership category

akta.pro rank

Product category

Digital Video Media

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621), Broadcasting and Content Providers (516), Software Publishers (513210), Educational Support Services (61171)

SIC

Services-Motion Picture & Video Tape Production (7812), Services-Computer Programming, Data Processing, Etc. (7370), Television Broadcasting Stations (4833)

akta.pro primary industry

Creator Licensing & Rights Monetization (UGC Licensing, Music/Video Rights) (MPACAFAK)

Keywords

• Factual video content
• Digital video media
• Social video publishing
• Science education content
• Creator-led media production

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Programmatic Advertising: Underknown's primary revenue stream comes from advertising on its free-to-view social video content. The company's website explicitly states that 'parts of the Website may contain advertising, marketing, and/or sponsorship' and some services are 'supported by advertising revenue.'
2. Brand Studio / Branded Content & Sponsorship: Underknown offers branded content, custom content, licensing, and sponsorship opportunities through its Underknown Brand Studio. The company works with brand partners who share its values, having attracted clients such as Greenpeace and Adventure Canada.
3. Content Licensing: Underknown licenses its videos to publishers and media companies around the world, and operates the Krill AI licensing tool for managing content licensing at scale.
4. Streaming Channel / OTT Distribution: Underknown operates the Popular Science streaming channel on the Roku Channel (Canada), generating revenue through streaming platform distribution and potentially ad-supported viewership on CTV.

Go-to-market motion3 records

Distribution channels7 records

Marketing channels9 records

Core offering

Underknown is a creator-led digital media company that produces and distributes award-winning factual video content — primarily science, humanities, and survival/nature programming — across more than 90 owned channels on social platforms (YouTube, Facebook, Instagram, TikTok, Snapchat) and streaming (Roku). The company monetizes its content through programmatic advertising, brand sponsorships via its Brand Studio, content licensing to publishers and broadcasters, and long-form TV development through Underknown Studios, supported by proprietary technology including StorySuite analytics and Krill AI licensing.

Product overview

Underknown is a creator-led media company that operates a multi-platform portfolio of factual video content across social media and streaming. The company maintains a platform-plus-modules architecture, with flagship shows including What If, How to Survive, and Animalogic (acquired 2024) as core content pillars, supported by proprietary technology including StorySuite for content intelligence and Krill for AI licensing. The portfolio spans over 90 channels producing science, survival, nature, and educational content in multiple languages, with Underknown Studios serving as the division developing long-form television adaptations from the web series IP.

Differentiator

Problem solved

Functional benefit

Brands

• What If: Flagship science video series exploring hypothetical questions about science and the universe. The #1 science and technology video channel on social media with over 65 million followers.
• How to Survive
• Animalogic
• Aperture
• Your Body On
• Crazy Creatures
• Chase Dies in Space
• Versus
• Time Mission
• What If Kids
• Around the World
• Underknown Studios
• Popular Science
• StorySuite
• Krill

Products and services

• What If Underknown's flagship science video series that explores hypothetical scenarios through factual science storytelling, consistently ranked as the #1 science and technology video channel on social media by Tubular Labs with over 65 million followers and 10+ billion views. Distributed free-to-view on YouTube, Facebook, Instagram, TikTok, Snapchat and other social platforms in multiple languages.
• How to Survive Science-based survival content series exploring what would happen in various dangerous or extreme situations; winner of the 2022 Webby Award (Science & Education) and Gold Telly Award (Social Video Series: Education & Discovery). Distributed free-to-view across social platforms.
• Animalogic Short-form nature and science docuseries brand acquired from Blue Ant Media in August 2024, featuring nature and animal science content with over 75 million subscribers and 80 million monthly viewers across social platforms.
• Aperture Popular scientific YouTube channel acquired in March 2022, producing video essay content about science topics. Distributed free-to-view on YouTube.
• VS Action-packed fight show that uses Unreal Engine for visual animation, pitting two hero characters against each other in epic battles combining science and education. Distributed free-to-view on social platforms.
• Chase Dies in Space Animated series using motion capture workflow to create a space-themed narrative show. Distributed free-to-view on social platforms.
• Time Mission Science-focused video series producing content about time-related topics and hypothetical scenarios. Distributed free-to-view on social platforms.
• Crazy Creatures Series exploring unusual animals and creatures through a scientific lens. Distributed free-to-view on social platforms.
• Your Body On Series exploring what happens to the human body under various conditions, from transformations to pregnancy to extreme scenarios. Distributed free-to-view on social platforms.
• What If Kids Spin-off of the What If series targeting children ages 6–9, featuring educational science content with animated characters including Cosmo the robot and four Earth companions. Distributed free-to-view on social platforms and designed for school curriculum use.
• Planet Rewild Snap Original series produced in partnership with Re:wild (Leonardo DiCaprio Foundation) and Snap Inc., focusing on environmental conservation and rewilding efforts across 10 episodes for Gen Z audiences on Snapchat.
• Popular Science Streaming Channel Streaming TV channel providing curated science content for viewers on streaming platforms, with the initial launch on The Roku Channel in Canada (August 2025). Generates revenue through streaming platform distribution and ad-supported viewership on CTV.
• Krill AI Licensing Platform Underknown's AI-powered licensing platform that uses data-driven insights to help drive content licensing decisions, manage rights, and optimize video distribution at scale for publishers and licensees worldwide.
• Underknown Studios Underknown's long-form TV production division, focused on developing the company's proven digital IP (including What If) into television programming for broadcasters and streaming platforms. Pitched to broadcasters globally with West One International handling distribution and finance.
• Underknown Brand Studio Brand partnership service offering branded content, custom content, licensing, and sponsorship opportunities to brand partners who share Underknown's mission and values. Clients have included Greenpeace and Adventure Canada.
• Around the World Globe-hopping show highlighting interesting trends, attractions, and cultural touchstones from around the world with epic countdowns of unique global topics. Distributed free-to-view on social platforms.

Quantifiable outcome

• 80+ million monthly active viewers across all shows
• +6 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability5 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• West One InternationalcoreChannel Partner/ Reseller/ Distributor · 13 October 2022West One International partnered with Underknown Studios at MIPCOM 2022 to raise finance and distribute Underknown Studios' content globally. Underknown Studios debuted at MIPCOM in Cannes (booth P-1.L16) showcasing What If (52 x 60-minute episodes in production) and other factual entertainment brands.
• Great Pacific Media (GPM)coreStrategic or Co-development Partner · 18 November 2021Great Pacific Media, a Thunderbird Entertainment division, partnered with director Brad Peyton and physicist Michio Kaku for the new series 'If: Imagine the Impossible.' Underknown developed the What If IP into this drama-doc series, with GPM handling production and financing.
• Snap Inc.coreStrategic or Co-development Partner · 5 November 2021Snap Inc. partnered with Underknown and Re:wild to produce 'Planet Rewild,' a Snap Original series. Underknown created the content while Snap provided the distribution platform. The series aimed to connect Gen Z audiences with environmental conservation through hypothetical scenarios. The show premiered in 2022.
• Re:wild (Leonardo DiCaprio Foundation)minorStrategic or Co-development Partner · 5 November 2021Re:wild, an environmental organization founded by conservation scientists together with Leonardo DiCaprio, partnered with Underknown for the Snap Original 'Planet Rewild.' Underknown produced content that brought Re:wild's rewilding mission to Snapchat's Gen Z audience.
• Thunderbird Entertainment GroupcoreStrategic or Co-development Partner · 7 October 2020Thunderbird Entertainment Group partnered with Underknown in October 2020 to bring the What If social media brand to television. Thunderbird is taking the multi-billion view sensation to a global TV audience, with Underknown providing IP, data insights, and creative direction. Thunderbird handles production, distribution, and rights management.
• CDC FoundationminorOthers · 9 May 2020During Underknown's LIVEMEDAID fundraiser in May 2020, all in-broadcast corporate sponsorship proceeds benefited the CDC Foundation to support COVID-19 relief efforts alongside the primary beneficiary Doctors Without Borders.
• Ken MacDonald (Discovery Networks Canada)minorOthers · 15 July 2019Ken MacDonald, former VP and General Manager of Discovery Networks Canada, joined Underknown as International Advisor. With 16 years of experience overseeing Discovery Channel's Canadian operations, Ken provides strategic guidance on co-production, international financing, content development, and branding.
• Richard Wilks (Head of Legal and Business Affairs)minorOthersRichard Wilks serves as Underknown's Head of Legal and Business Affairs and brought Julie Hope to the company as CFO, having known her from earlier in her career in the industry.
• Sam Barcroft (Barcroft Studios)minorOthersSam Barcroft, founder of Barcroft Studios (which made 2,000+ documentaries and reached 70 million subscribers on YouTube), joined Underknown as an advisor. He provides strategic guidance on content creation, media business expansion, and the 'hypo-factual' content space.

Scale indicators13 records

Recent moves8 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights8 records

Customer concentration

• YouTubeyoutube.com/channel/UCKLnCSAgMjWeVTIv9OPk5ww
• Facebookfacebook.com/What.If.science
• LinkedInlinkedin.com/company/15257004

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries3 records

Funding overview

Funding rounds2 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Underknown