Just how popular was that video of the mom laughing in her Chewbacca mask? And how did that video stack up against the mermaid pillow one that went viral in January? Are videos published by Last Week Tonight watched more or shared more than videos published by The Late Show with Stephen Colbert?

Mountain View, Calif.-based Tubular Labs Inc. is using big data analytics to figure out such important matters.

The startup has also raised $10 million in a new funding round led by video-specialized investors Marker LLC to become the new standard for measurement of online videos, no matter where they surfaced on social media.

Earlier, Tubular raised $21 million in venture funding from FirstMark Capital, Canaan Partners, Lerer Hippeau Ventures, SV Angel and others.

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