Social TV platform Beamly has broken 10m active users – 10.4m monthly, to be precise, more than 11 times the number it had before it rebranded from Zeebox last April.

Behind this growth are Beamlys partnerships with TV broadcasters, including NBCU, Viacom and Comcast, all of which have invested in the company, as well as integrating their channels with the platform.

The 2014 relaunch saw an increased focus on the second screening apps social features, in an attempt to broaden its user base beyond the “geeky male audience” that, according to co-founder Anthony Rose, Zeebox had originally attracted.

Beamly is continuing to push in this direction with the introduction of Frictionless Fun features, which give users a variety of new ways to interact with shows – and which initial tests showed a 72 per cent lift in audience engagement.

The features include customisable maps, polls and stickers, and a quiz creator, and they will be followed later in the month by ‘Throwback Pages’, a way for users to reminisce about their favourite shows that are no longer on TV.

“More than 90 per cent of people on Twitter don’t tweet,” said Beamly CEO Jason Forbes. “Frictionless Fun is the result of intense testing with Millennial and other TV fan segments to amplify the level of audience participation around the clock. For one primetime show experience, we saw over 2m votes in less than 48 hours. This also gives TV networks another set of capabilities that can be embedded in minutes on their site to drive audiences, engagement and monetisation.”