Night Time Scrollers Are Sweet Spot For News Publishers

As part of its H2 2023 Social Video Trends Report, Tubular Labs is taking a closer look into what’s keeping the attention of viewers on social media. Particularly for news creators, it can be challenging to push past the 24-hour news cycle, but digging into trends from the first half of the year reveal opportunities for news publishers looking to expand their reach on social media.

Tubular found that:  

• In 1H 2023, news related videos posted from 10 p.m.-Midnight ET on YouTube saw the most views within the first 24 hours. While breaking news can happen at any time of day, packaging up evergreen content that stretches beyond the news cycle can be best served when many are night scrolling before bed.
• Speaking of evergreen content, Tubular found that news topics on education and entertainment can live well-beyond their initial go-live date. During 1H, Insider Edition leveraged thrilling law enforcement videos that continue to compound viewership & ROI over time. The publisher received nearly 3x more views on YouTube videos originally posted 1-2 years prior than all the other creators combined.