CREATOR ECONOMY

Insights from the TikTok, YouTube and Meta firehoses

CREATOR ECONOMY

Creator Marketing Growth: U.S. vs. EU Beauty Brands

Beauty was the only vertical that CreatorIQ analyzed where U.S. brands beat EU’s for year-over-year EMV growth, 41% vs 38%.

CREATOR ECONOMY

Women's Basketball Content Holding Its Own On Social Video

Women's basketball has been having a "moment" for a couple years now, and that's only poised to continue as some of the college game's biggest stars head off to the WNBA. Data from Tubular Labs recently dove into how women's

CREATOR ECONOMY

Data: The European Creator Economy Is Heating Up

In seven of the eight industries CreatorIQ analyzed, top European brands averaged higher YoY Earned Media Value growth than top U.S. brands.

CREATOR ECONOMY

E! News Increasing Footprint With Female Audiences

There are tons of content partnership and ad opportunities out there for brands trying to reach women age 25 and older. But for those looking for the biggest reach, entertainment giant E! News is one of the biggest – and still growing – games in town. Data from Tubular Labs sheds light

CREATOR ECONOMY

Creator Marketing Spotlight: Jersey Mike’s Subs

A recent analysis from CreatorIQ reveals that Jersey Mike’s Subs is experiencing a surge in Earned Media Value (EMV) and community engagement — thanks largely to TikTok. Nick Jonas even took to TikTok to show off his personalized sandwich. (We covered what a looming ban of the platform could mean

CREATOR ECONOMY

News Publishers Net More Viewers in March

Other major publishers like Fox News and NBC News were relatively static, showing small month-over-month unique viewer declines of 1% and 3%, respectively.

CREATOR ECONOMY Featured

Clock’s Ticking on TikTok — What a Ban Could Mean for the Creator Economy

22% of organizations surveyed by CreatorIQ said TikTok drives the most ROI out of all social platforms.

CREATOR ECONOMY

Hulu Hits New Heights on Social

Hulu was the No. 3 media & entertainment creator in the U.S. in March, reaching 40.6 million unique U.S. viewers across both Facebook and YouTube.

CREATOR ECONOMY

Increased Uploads set The Dodo Up for Social Video Success

The Dodo is seeing its long-term social strategy pay off, according to new Audience Ratings from Tubular Labs.

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Disney+ Leads Streamers for March Growth in Earned Media Value

Disney+ netted $25.4 million in Earned Media Value (EMV) in March, a 50% increase from its February EMV, making it the top video streaming service by month-over-month growth, per a recent analysis from CreatorIQ. It also led for month-over-month community expansion, with a 39% increase in the number of

CREATOR ECONOMY

UNILAD Rides Virality To Major March Audience Increase

The channel saw unique viewers grow by 45% month-over-month, rising to UNILAD’s highest levels in the last year.

CREATOR ECONOMY

How Top WNBA Draft Picks Stack Up on Social

Monday’s WNBA draft saw some of the breakout stars from the NCAA season move into the big leagues — led, of course, by Caitlin Clark. Clark was the overall No. 1 pick, joining the Indiana Fever, followed by Cameron Brink, picked second by the Los Angeles Sparks, while South Carolina’

CREATOR ECONOMY

Are Audiences Eating Up Bon Appetit YouTube Content?

While food video consumption has changed significantly over the last 4-5 years, Bon Appetit has gotten through the ups and downs – as data from Tubular Labs shows. Along with remaining a top-10 food & drink creator by minutes watched on YouTube, Tubular found the following about Bon Appetit: * Bon Appetit

The Measure Newsletter

Survey Shows Upfront Ad Optimism

This week on The Measure: * Some Ad Optimism Ahead of the Upfronts  * Trump vs. Biden on Social Video * Caitlin Clark Fuels Earned Media Value for Brands * The Streaming Originals Slowdown * This Week’s Free Report: The 2024 Upfronts Report, from iSpot Some Ad Optimism Ahead of the Upfronts iSpot’s

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Caitlin Clark Fuels $784.1K in Earned Media Value for Brands

State Farm has been the biggest beneficiary, with Clark driving $226.9K EMV for the brand.

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Trump Controls Election Social Video Conversation (So Far)

The 2024 U.S. presidential election may be seven months out, but with Joe Biden and Donald Trump largely locked in as the candidates, the campaign trail is already heating up – including on social video, as Tubular Labs dives into. * Tubular found that Trump has almost 2X as many YouTube

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Caitlin Clark Dominates Social Video, Too

According to Tubular Labs, videos about Iowa women’s basketball star Caitlin Clark have generated 92.2 million YouTube views since November (when the 2023-24 season began), and that fervor has only grown over time. * 87.5 million of those views have come in the last 90 days, with publications

CREATOR ECONOMY

Is Exclusivity in Creator Marketing Paramount? Well, It Depends

For beauty brands, how important is exclusivity when it comes to creator marketing? Data from CreatorIQ reveals that it truly depends on the sub-sector. CreatorIQ analyzed the cosmetics and fragrance categories — both of which fall into the larger beauty industry — and found a stark difference between exclusivity, or the number

CREATOR ECONOMY

Bleacher Report Not Short On Minutes Watched

Bleacher Report may upload a significant number of shorts, but that doesn’t mean the digital-first sports giant lacks minutes watched. In Feb. 2024, Bleacher Report’s U.S. minutes watched across Facebook and YouTube soared by 72% month-over-month, to 71.1 million according to Tubular Labs Audience Ratings. * That

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Ryan’s World Finding Even Bigger Social Footprint

Ryan’s World (and predecessor Ryan ToysReview) has been around for nine years at this point, and yet the channel is still finding ways to attract new viewers. Tubular Labs data shows Ryan’s World hit 17.9 million unique U.S. viewers on YouTube in Feb. 2024 (up 37%

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Documentaries Fuel Frontline Social Growth

PBS’s Frontline saw social video viewership leap in Feb. 2024, as audiences tuned into full-length documentaries – specifically around “Democracy On Trial” (about Donald Trump) and “Amazon Empire” (about Amazon and Jeff Bezos). * Tubular Labs Audience Ratings data shows U.S. minutes watched across YouTube and Facebook grew by 24%

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Paramount+ Leads Streamers for February Growth in Earned Media Value

Paramount+ netted $29 million in Earned Media Value (EMV) in February — a notable 151% increase from its January EMV — making it the top streamer by month-over-month growth, according to a new analysis from CreatorIQ. It also led for year-over-year EMV growth, with an 81% increase from February 2023.  * Additionally, Paramount+

CREATOR ECONOMY

By the Numbers: Creator Marketing Growth in EU

Creators have grown to play an important role in our daily lives, with the ability to not only curate communities, but drive sales for brand partners. This “influence” is why Goldman Sachs projected the creator economy will reach half a trillion dollars by 2027. But how is that growth playing

CREATOR ECONOMY

The Daily Show’s Jon Stewart Social Video Surge

Jon Stewart’s return to The Daily Show provided immediate results for the program on social video. Tubular Labs Audience Ratings data from Feb. 2024 revealed that the show’s unique U.S. viewers jumped by 100% month-over-month across Facebook and YouTube (to 12.5 million). * Standard "views"

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Ford Takes the Wheel for Auto Earned Media Value

Ford generated $235 million in EMV in 2023, according to an analysis from CreatorIQ.