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CREATOR ECONOMY

History Channel Wins Watch-Time With Super Users

John Cassillo

• 1 min read
History Channel Wins Watch-Time With Super Users
Photo by Mr Cup / Fabien Barral / Unsplash

History Channel isn’t running from cord-cutting, and is in fact using YouTube to lean into reaching audiences that may no longer subscribe to traditional cable. 

Data from Tubular Labs reveals that History’s July watch-time among U.S. YouTube viewers climbed by 12% month-over-month, to 800.5 million, as the network leaned into longer-form uploads.

  • In July 10% of History’s uploads were at least an hour long, and nearly 50% were 20+ minutes long (one Forged In Fire upload was nearly three hours long).
  • The strategy of leaning into long-form helps History’s YouTube page effectively function as a FAST channel for those that watch YouTube through their TVs. And it’s working for a small group of dedicated users.
  • History had 9.4 million unique U.S. viewers in July, but that audience watched an average of 85 minutes for the month (one of the highest rates of the top publishers).