CREATOR ECONOMY

Insights from the TikTok, YouTube and Meta firehoses

SPORTS

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

SPORTS

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

CREATOR ECONOMY

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%

CREATOR ECONOMY

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%

CREATOR ECONOMY

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"

CREATOR ECONOMY

Ford Takes the Wheel for Auto Earned Media Value

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

CREATOR ECONOMY

Media Publishers Poised for Social Video Growth in 2024

Mainstream media has exhibited unprecedented growth on social video over the past year.

CREATOR ECONOMY

Survey: 69% Of Marketers Expect To Increase Social Video Spend in 2024

The following is a selection from Grant Parker of Mediaocean. There are countless options for marketing spend today. And while hype varies from year-to-year, social video is the one consistently growing investment interest from marketers, according to recent data from Mediaocean. * In 2023, an impressive 69% of survey respondents indicated

CREATOR ECONOMY

Platform Diversification Reveals Growth Opportunities For Social Video

By uncovering the nuances of each platform, creators can tailor content to each unique audience and improve targeting.

SPORTS

Basketball Star Caitlin Clark Sees Growth in Instagram Audience, Engagement

Her Instagram followers are up 31% from October, per CreatorIQ.

CREATOR ECONOMY

What (Else) Are Women's Basketball Audiences Watching?

Women's basketball audiences have shown significant growth in recent years, and that could continue as mainstream coverage continues gaining momentum across TV and social video. Those viewers are relatively easy to locate at this point too, as many can also be found watching some of YouTube's

CREATOR ECONOMY

Quick Insights for ReesaTeesa, the Latest Viral TikTok Star

Insights from CreatorIQ around ReesaTeesa and her viral TikTok success.

CREATOR ECONOMY

Nightcap Continues Its Rapid Rise On YouTube

Tubular Labs data reveals that the show increased its unique U.S. viewers across YouTube and Facebook by 43% month-over-month, while minutes watched climbed by 52%.

CREATOR ECONOMY

Lina Star Grows Unique Viewers On Social Video Nearly 5x, Year Over Year

ASMRLinaStar is only about 15 million unique viewers away from the No. 1 creator spot (Dylan Anderson), and less than 9 million behind MrBeast.

CREATOR ECONOMY

Hulu Tops Streamers for January Growth in Earned Media Value

Hulu netted $26 million in Earned Media Value (EMV) in January — a 30% increase from its December EMV, making it the top streamer by month-over-month growth, according to a new analysis from CreatorIQ. It was one of only four streaming platforms that saw increased EMV versus December 2023.  * The other

CREATOR ECONOMY

Media Companies Kick Off 2024 With Big Social Video Views

The three parent companies were the biggest properties on the two social platforms by U.S. unique viewers in January.

CREATOR ECONOMY

Cartoon Promos Boost Amazon Prime Video’s Social Watchtime, Audience

The new show helped fuel a 41% increase in Amazon Prime Video’s U.S. unique viewers across YouTube and Facebook, and a 74% boost in minutes watched.

CREATOR ECONOMY

Travis Kelce Pops As Crossover Star

Taylor Swift’s powers include giving a major crossover boost to boyfriend Travis Kelce of the Kansas City Chiefs, apparently. Tubular Labs data compares YouTube views about Kelce by category during the 2022-23 and 2023-24 NFL seasons – including a huge leap for pop culture. * U.S. YouTube views for Travis

CREATOR ECONOMY

How Some Super Bowl Ad Celebs Stack Up on Social

The Super Bowl is almost here, but brands have been getting in on the action for weeks now, releasing teasers, extended cuts and the exact ads themselves that will appear in the Big Game. A boatload of those spots feature celebrities of all types, from actors including Aubrey Plaza and

CREATOR ECONOMY

Gaming Brands Score Big on Social, According to Tubular Labs

By heading to Facebook and YouTube channels to generate excitement for game launches, brands hit the top of the leaderboards.

CREATOR ECONOMY

Social Media Makes Space for New Sports Show, Nightcap

The show’s watch-time from its 6.1 million unique viewers put the show at No. 4 among all sports creators on the month - behind the NBA, but ahead of ESPN.

CREATOR ECONOMY

'Super' Social Audiences: Travis Kelce's Following Grew 309% In Last Year

The so-called "Swift Lift" doesn't just apply to NFL ratings or the Kansas City Chiefs' earned media value, but also tight end Travis Kelce's social media following – as data from CreatorIQ reveals. Kelce's Instagram and TikTok audience has grown by 309%