beIN Media Group has signed a three-year audience measurement agreement with Fifty5Blue, the company formerly known as Kantar Media, covering 24 markets across the Middle East and North Africa.
Fifty5Blue was acquired by H.I.G. Capital and separated from Kantar earlier in 2026, subsequently adopting its new name as an independent audience measurement business.
The agreement combines return-path data from connected set-top boxes with streaming usage from beIN’s own over-the-top platform. Fifty5Blue will apply its proprietary capping and modelling methodology to generate household-level audience figures across the two environments.
The arrangement also changes how beIN accesses its audience intelligence. Rather than relying solely on reports supplied by the measurement company, beIN’s teams will be able to conduct their own analysis through TechEdge’s AdvantEdge software.
The 24-market footprint includes Egypt, Morocco, Algeria, Tunisia and Libya, creating a consolidated measurement approach spanning satellite television and streaming across North Africa.
The development reflects the growing demand for cross-platform audience measurement as broadcasters increasingly operate across linear, connected television and OTT environments. A unified view of audiences can provide broadcasters and advertisers with more consistent insight into reach across different platforms.
For African media markets, the agreement also highlights the wider industry shift towards deduplicated audience measurement, particularly as broadcasters and advertisers seek comparable metrics across traditional television and digital streaming.
