A big reason for WMG’s buyout of IMGN (and for its buyout of UPROXX two years ago) is about data watching, and better understanding the habits and predilections of teenage audiences. According to IMGN’s website, the firm’s channels currently share over 40 million subscribers / followers, and are viewed more than 3 billion times every month.
Source: Why Warner Music Group just paid $85m for a company that makes Instagram memes