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Insights from the TikTok, YouTube and Meta firehoses

Politics

C-SPAN's Large TikTok Audience Shows Appetite For Political Access

As U.S. consumers flock to streaming (both on-demand and vMVPDs), many are also inadvertently losing access to C-SPAN in the process. Neither YouTube TV nor Hulu (other streamers are holdouts as well) carry C-SPAN, and that's leading to fewer viewers having access to its programming, which you

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Media Companies Are Falling Behind On Shorts

Creators long ago took over YouTube, so it's not necessarily news that they accounted for over 95% of U.S. views on the platform over the last 30 days (May 11-June 11, via Tubular Labs data). But despite creators setting the tone around how content is being consumed,

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Optimal Social Video Lengths Vary by Creator Type, Region

New research from Tubular Labs reveals that social video length plays a bigger role than many brands and creators may realize — and choosing the right duration can be a make or break element for racking up views and engagement. There’s also no one-size-fits-all guideline: Optimal lengths for brands may

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1-2 Minute Brand Videos on TikTok Score the Most Views

As TikTok begins prioritizing longer content, Tubular Labs digs into what this means for brands and creators.

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Block Blast Video Cruises To A Billion TikTok Views In A Month

A short-format video gaining viral steam on TikTok is not necessarily news. The platform was built on the idea, after all. Despite that fact, though, sometimes a video gains so much steam that it demands more attention. So is the case with pomeranian-focused account PomKori, which has scored 1 billion

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Why e.l.f. Beauty’s Rhode Acquisition Is a TikTok Game Changer

On Wednesday, e.l.f. Beauty announced plans to acquire Hailey Bieber’s fast-growing beauty brand, Rhode. This acquisition brings together two social powerhouse beauty brands but interestingly, the brands’ audiences don’t overlap on social as much one may assume, presenting an enticing opportunity for both brands. Data from

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Kevin Hart’s LOL Network Turning Laughs Into Watch-Time

By programming its YouTube similarly to a cable network, LOL Network is carving out a unique niche that other media companies can mimic as well.

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MSNBC Goes All-In On Tariff Videos Since Trump Inauguration

Tubular Labs data shows on YouTube, MSNBC has emerged as a top source for content related to tariffs, as the topic has built steam in 2025. * In the past 90 days alone, MSNBC amassed over 319 million views around tariff-related videos on YouTube, on 829 uploads. * Of MSNBC’s top

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COPS Mines Archives For 17% More YouTube Watch-Time

In April, COPS uploaded 34 new videos while generating 191.4 million minutes of watch-time among U.S. YouTube viewers.

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Stone Face Memes Soars to Most-Watched U.S. Creator

The account was watched by 107.3 million unique U.S. viewers in April – No. 1 among all domestic accounts on YouTube.

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Exploding Kittens Blows Up, Reaching 20 Million Viewers On YouTube

Exploding Kittens learned some key lessons from the creator economy in April, using Shorts to generate viral interest in its various party card games (including newly-released Coyote). Data from Tubular Labs shows Exploding Kittens was the No. 5 domestic brand by U.S. YouTube reach in April, at 19.8

SPORTS

TikTok Returns Show Ravens Win With NFL Schedule Release Video

The NFL's schedule release has turned into a social content bonanza every May, as every team tries to land the best jokes, pop culture nods and hidden references en route to announcing the year's 17 opponents. Typically, the Los Angeles Chargers land the funniest video every

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How The Savannah Bananas Successfully Compete With MLB

The Savannah Bananas aren't a Major League Baseball club, but you wouldn't know it from the level of views and engagement they're able to generate across social video platforms. Data from Tubular Labs digs into what traditional sports can learn from the intrepid team

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Fox News And CNN Have 42% Audience Overlap

Think that Fox News and CNN viewers are completely different groups? Think again. Data from Tubular Labs shows that over the last six months, Fox News' YouTube audience has 42% overlap with CNN's entire social video audience; meaning that 42% of Fox News viewers are watching CNN

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Over 76% Of U.S. YouTube Sports Views Coming Via Shorts

As YouTube Shorts take over viewing habits, even sports videos aren't immune. For U.S. sports videos on YouTube, just 35% of uploads in 2025 are under 30 seconds. But at the same time, those videos account for 53.2% of views – according to data from Tubular Labs.

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Theo Von And the Rise of 'Bro Podcasts'

Theo Von is an American stand-up comedian, podcaster and actor mainly known for his edgy jokes and his podcast that regularly features celebrities. Often, his humor is self-deprecating, filled with stories of surreal anecdotes and observational comedy. That may not seem like an earth-shattering formula, yet... it works. * Tubular Labs

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Children's Songs Outperform Other Kids Content On YouTube

Nursery rhymes and children’s songs rank among the top five most-viewed and most-engaging YouTube videos from kids’ creators, as Tubular Labs recently shared. Over the last 90 days, newly-uploaded children's songs videos earned 17.9 billion views on YouTube, which was 3.7 billion more than the

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What Else Are MrBeast Viewers Watching?

MrBeast has an enormous following on social video, and is regularly one of the most-watched creators on YouTube every month. That makes his channels a hot commodity for brands looking to partner with creators, but could also price out some brands with more reserved social marketing budgets. There are alternatives,

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Old Spice Smells Social Video Success

Analysis shows that the brand has used a combination of advertising and UGC-type videos to become one of the most-watched brands in the U.S.

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SNL Sustains Reach On Social Well Past Election Season

SNL hits a 13-month high in unique reach across YouTube and Facebook as part of its 50th anniversary season.

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Spring News Cycle Jolts Viewership For TV News on Social Video

Tariffs, economy fears and policy changes dominated network and cable news publishers on social video.

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Coachella's First Weekend Gets TikTok Pop

Coachella season always leads to a lot of discussion on social media, and in particular, social video as attendees post about the litany of great acts throughout the event's two weekends. This year was no different, as Coachella has driven 7.1 billion global video views on TikTok

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Sports Creator Adam Arroyo Tops U.S. Leagues In March

For the month, his unique U.S. audience surpassed the likes of the WWE, NFL, NBA, MLB and more.

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What Are Bleacher Report Viewers Shopping For?

Since it's owned by men's tournament TV partner Warner Bros. Discovery, Bleacher Report becomes a go-to resource for March Madness fans every spring. The surge in interest for the already-popular sports channel not only means more views, but also more business opportunities for B/R to

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TikTok Turns Up NCAA Tournament Hype Cycle

The NCAA Tournament is never short on buzz each year. And despite a chalky result on both the men's and women's in 2025, March Madness hype on TikTok is already on pace to outdo last year's results – according to new data from Tubular Labs.