LifeTube

What LifeTube does

LifeTube (GRUPA LIFETUBE Sp. z o.o.), headquartered in Warsaw and founded in 2013, is Poland's largest influencer marketing and creator-economy agency and self-described as the biggest non-international YouTube network in Europe. The company operates a two-sided business combining a Multi-Channel Network (MCN) for YouTube creators with full-service influencer campaign management for brand clients. On the creator side, LifeTube provides technical, strategic, creative, graphic, and monetization support to a network of 1,500 affiliated creators, paying out PLN 70 million annually (up PLN 5M YoY) and offering the Influencer Datalab analytics platform for watchtime, retention, and engagement insights. On the brand side, the agency brokers and manages paid collaborations between brands and creators, executing 2,000+ campaigns per year for 600+ clients across verticals including FMCG, beauty, telecom, e-commerce, government, and NGO.

The underlying technology stack centers on MCN infrastructure (YouTube channel management, creator economics, and multi-platform campaign orchestration) layered with the Influencer Datalab analytics product. Combined reach across the network includes 240+ million YouTube subscriptions, 60 million Instagram followers, and 3 billion TikTok views, with the network holding a 12% share of YouTube viewership in Poland. The company monetizes through three streams: (1) brand-influencer campaign fees (transaction-based, quote-priced per engagement with multi-year contract cadence), (2) MCN network management fees (commission-based share of creator monetization revenue), and (3) knowledge base and advisory services that double as thought leadership and demand generation. Go-to-market is hybrid: direct B2B sales from the Warsaw HQ for brand clients, paired with community-led creator recruitment via applications and referrals.

Notable recent strategic activity centers on multi-platform expansion (70% of 2024 campaigns spanned two or more platforms), entry into gaming/metaverse marketing (Biedronka Simulator on Roblox, Minecraft-based campaigns for Greenpeace and the Polish Ministry of Climate), and deepening enterprise relationships such as a 16-month, 28-influencer partnership with Play telecom that generated 45 million views. The business is privately held with no disclosed venture capital or private equity backing and no parent company; both GRUPA LIFETUBE Sp. z o.o. and LIFETUBE Sp. z o.o. serve as co-administrators of personal data, both registered in Warsaw.

Name

LifeTube

Legal name

GRUPA LIFETUBE Sp. z o.o.

Website

https://lifetube.pl

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

LifeTube is Poland's largest influencer marketing and creator-economy agency, operating an MCN for 1,500 YouTube creators and managing 2,000+ brand-influencer campaigns annually for 600+ clients across FMCG, beauty, telecom, gaming, and government verticals.

Ownership category

akta.pro rank

Product category

Influencer Marketing Services

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Influencer Marketing & Creator Marketplaces (BPAMALAG)

akta.pro secondary industry

Multi-Channel Networks (MCNs) & Creator Management Platforms (MPACABAH)

Keywords

• Influencer marketing agency
• Multi-channel network
• Creator economy platform
• Brand campaign management
• YouTube creator services

Headquarters

HQ city

Warsaw

HQ country

Poland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Brand-Influencer Campaign Fees: LifeTube earns revenue by brokering and managing paid collaborations between brands and influencers. The agency charges brands for campaign planning, creator matching, content oversight, and performance reporting. 150 brand-influencer collaborations were realized for 600+ clients in 2022; over 2,000 annually.
2. MCN Network Management Fees: LifeTube takes a share of creator revenue generated through its MCN network (YouTube AdSense, sponsorships facilitated through the network). The company paid out PLN 70 million to creators in the prior year, growing by PLN 5 million year-over-year, suggesting commission-based revenue from creator monetization.
3. Knowledge Base and Advisory Services: LifeTube publishes a knowledge base covering influencer marketing best practices, YouTube optimization, and industry research. While primarily a marketing and lead-generation tool, it also positions the agency as a thought leader supporting brand and creator clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

LifeTube is Poland's largest influencer marketing and creator economy agency, operating a Multi-Channel Network (MCN) for YouTube creators. The company connects brands with vetted influencers across YouTube, Instagram, TikTok, and Facebook to deliver end-to-end paid campaign execution. It also provides creators with technical, strategic, creative, graphic, and monetization support through its Influencer Datalab analytics platform, taking a share of creator revenue generated through the network.

Product overview

LifeTube is Poland's largest influencer marketing and creator economics agency, operating a unified platform combining an MCN (Multi-Channel Network) for YouTube creators with full-service influencer marketing capabilities for brands. The core offering includes the MCN Network providing technical, strategic, and creative support to creators, paired with Influencer Marketing Services that connect brands with vetted influencers. Supporting these core functions are the Influencer Datalab analytics platform, a Knowledge Base of industry resources, and a Case Studies portfolio demonstrating campaign results. The company manages over 1,500 collaborating creators and executes more than 2,000 brand-influencer collaborations annually.

Differentiator

Problem solved

Functional benefit

Brands

• Influencer Datalab: Analytics and data platform for influencer marketing

Quantifiable outcome

• x-kom campaign delivered 233% ROI, with UTM-tracked conversions and 103 page conversions from a single video review.
• +8 more outcomes

Named customers20 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

19 partnerships are on record, tiered core and minor.

• GamesetcoreStrategic or Co-development PartnerGameset partnered with LifeTube on the Biedronka Simulator Roblox campaign, contributing gaming marketing expertise. This collaboration produced one of the most successful commercial gaming campaigns in Poland, qualifying among the top 1,000 of 40 million games on Roblox globally.
• Grupa Defence24minorStrategic or Co-development PartnerGrupa Defence24 co-developed the nuclear power plant Minecraft campaign with LifeTube and Gameset for the Polish Ministry of Climate and Environment, contributing military/geopolitical content expertise.
• Ministerstwo Klimatu i Środowiska (Ministry of Climate and Environment, Poland)minorOthersClient campaign partner for the 'Polski Atom' (Polish Atom) nuclear power awareness campaign. The campaign involved Minecraft content creation by LifeTube-affiliated gaming creators Dealereq and Żelazny, facilitated through Gameset and Defence24.
• Play (P4)coreStrategic or Co-development PartnerPlay brand partnered with LifeTube for the 'Internet goes to Play' multi-year influencer campaign — the largest influencer campaign on the Polish market at the time. Spanning 16 months with 28 influencers, generating 45 million views. A multi-phase campaign combining contest activations, brand ambassador content, and joint music video with the Great Orchestra of Christmas Aid.
• Clickad Interactive Sp. z o.o.minorImplementation/ SI/ Consulting PartnerClickad Interactive served as the implementing agency for the European Funds for Mazovia campaign on behalf of the Mazovian Unit for EU Programs, with LifeTube providing the influencer network and campaign management.
• GreenpeaceminorStrategic or Co-development PartnerGreenpeace co-developed the 'The Last Tree' Białowieża Forest campaign with LifeTube. The campaign created a Minecraft virtual replica of the forest (50+ billion blocks, 7 million trees) to raise environmental awareness, collecting 170,000 signatures against logging.
• OgilvyminorStrategic or Co-development PartnerOgilvy co-developed the 'The Last Tree' Białowieża Forest campaign alongside LifeTube, contributing creative agency expertise for the environmental campaign.
• AIA ASE PicturesminorImplementation/ SI/ Consulting PartnerProduction company involved in the 'The Last Tree' campaign, contributing to the creation of the virtual Białowieża Forest Minecraft world.
• AMP PolandminorImplementation/ SI/ Consulting PartnerContributed to the 'The Last Tree' Białowieża Forest campaign as one of 13 entities that built the virtual forest pro bono.
• Expresso Post ProductionminorImplementation/ SI/ Consulting PartnerPost-production studio involved in the 'The Last Tree' Białowieża Forest campaign.
• GeoboxersminorImplementation/ SI/ Consulting PartnerMinecraft developer team involved in building the virtual Białowieża Forest world for the 'The Last Tree' campaign.
• Pleq (Bartosz Dziadosz)minorImplementation/ SI/ Consulting PartnerCreative contributor to the 'The Last Tree' Białowieża Forest campaign.
• RockonminorImplementation/ SI/ Consulting PartnerContributed to the 'The Last Tree' Białowieża Forest campaign as one of the 13 pro bono entities.
• SHOOTME Visual ArtistsminorImplementation/ SI/ Consulting PartnerVisual production team contributing to the 'The Last Tree' Białowieża Forest campaign.
• Sounds GoodminorImplementation/ SI/ Consulting PartnerAudio production partner for the 'The Last Tree' Białowieża Forest campaign.
• Mazovian Unit for EU ProgramsminorOthersGovernment body that commissioned the European Funds for Mazovia YouTube campaign, implemented by LifeTube through Clickad Interactive.
• x-komminorOthersx-kom is a client of LifeTube's influencer campaign services. A single video review campaign with creator Jarek 'BlackWhite' Arczyński achieved 233% ROI.
• T-MobileminorOthersT-Mobile is a client of LifeTube's influencer campaign services. A podcast-based fiber service campaign with Remigiusz Maciaszek achieved organic 70,000+ views and 20+ minute average watchtime.
• Biedronka (Jerónimo Martins)coreOthersBiedronka partnered with LifeTube for the Biedronka Simulator Roblox gaming campaign — one of the most successful commercial gaming campaigns in Poland, generating 1.5M+ plays and ranking in the top 1,000 of 40M games on Roblox globally.

Scale indicators15 records

Recent moves1 record

Expansion highlights6 records

Broad incumbents

• Studio71: Large international MCN and creator management company owned by ProSiebenSat.1, operating across Europe and the Americas. Comparable as an MCN/creator management competitor, but with a far broader geographic footprint than LifeTube.
• Divimove: European MCN and digital media company owned by RTL, operating creator networks across multiple European countries. Comparable as a multi-territory MCN, though LifeTube's footprint remains Poland-only.

Regional players

• GreenElement: Polish digital marketing agency with influencer marketing capabilities serving CEE brands. Comparable as a regional agency competitor for Polish brand mandates, though smaller in MCN scale than LifeTube.
• Brand24: Polish-founded social media analytics and influencer tracking company. Adjacent in analytics tooling and Polish-market expertise but focuses on social listening rather than end-to-end campaign management.

Emerging players

• Grin: Creator management software platform with workflow, payments, and analytics tools for brands running influencer programs. Comparable to LifeTube's data/analytics capabilities and increasingly competing for enterprise brand budgets.
• CreatorIQ: Enterprise creator marketing platform used by global brands to run, measure, and scale influencer campaigns. Comparable as a technology layer for influencer campaign management that competes with the analytics and orchestration side of LifeTube's offering.
• Influencer (by impact.com): Global influencer marketing platform acquired by impact.com, providing discovery, campaign management, and measurement tools. Comparable to LifeTube's marketplace and analytics layer, with broader geographic coverage.

Direct peers

• FameMouth: Polish influencer marketing agency focused on social-media creator campaigns for brands, competing head-to-head with LifeTube for Polish brand mandates and creator relationships.
• Vamp: Influencer marketing platform and agency with strong presence in Poland and broader EMEA, offering brand-creator campaign orchestration and analytics that overlap directly with LifeTube's Influencer Datalab and campaign management.
• Talentmedia: Polish influencer marketing agency and MCN operating in the same market as LifeTube, with comparable services for brands and creators across YouTube, Instagram, and TikTok. Direct competitor for Polish brand budgets and creator signings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/lifetube

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about LifeTube