Social Measurement

A collection of 148 posts

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Colbert’s Late Show Looking To Go Out On Top

The Late Show with Stephen Colbert may be coming to an end soon, but the late-night staple is not going out quietly, as data from Tubular Labs showcases. On YouTube, the program’s U.S. watch-time climbed 27% month-over-month in February – its third straight month of increased minutes. The show’

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How Long Should APAC News Videos Last?

There is no one-size-fits-all solution for video length. However, digging into the underlying data around platforms, genre and geography can at least point video creators in the right direction. Data from Tubular Labs' recent deep-dive on global news videos shows the vast differences between the number of uploads from

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Spotify Scales YouTube Reach with Breakout Artist Storytelling

Spotify has seen a massive increase in U.S. YouTube unique viewers in Feb. 2026, as their video “Spotify”, uploaded on Jan. 27, has driven significant viewership. According to Tubular Labs, Spotify has seen a 275% increase in unique viewers month over month–from Jan. to Feb.– and a 252%

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Disney Pixar’s YouTube Strategy for ‘Hoppers’ Drives Massive Audience Uptick

Disney Pixar has seen a massive uptick in U.S. YouTube unique viewers in Feb. 2026 at 36.3M - an over 1,000% increase from Jan., according to data from Tubular Labs. Minutes watched in Feb. also increased by 441%, at 43.9M.  While unique viewers rose significantly, Disney

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Glambot's Big Awards Moment

One of the breakout stars of awards season these past couple years? The Glambot. In the 40-day window leading up to the Oscars this year, Tubular Labs data shows the Glambot is a staple – showing off celebrity looks in unique way that appears ade for social. * On its own, the

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Late Night TV Grabs YouTube Liferaft

Late night is under fire on traditional TV, but the same can't be said for its footprint on YouTube. Despite the ongoing war on late night and declining linear audiences, these shows are still finding significant – and growing – success on YouTube. Especially since late last year. Tubular Labs

Movies

How Marketing Helped Scream Franchise Slay At The Box Office

By now, the Scream movie franchise is as generational as it is durable – reaching everyone from Gen X to Gen Z during its 30-year run across production companies like Miramax and, more recently, Paramount. While Scream basically coined the slasher-film-sendup genre, most of the sequels have also relied on strong

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Booking.com’s Big Social Video Success

Booking.com has been trying to capture January/February travel interest for years, but this year’s approach saw the brand really take off on YouTube. Tubular Labs data spots how Booking.com was the No. 1 brand on the platform by unique viewers (155.5 million), while also tallying

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'Dance Moms' Waltzes To Watch-Time Win

Lifetime show Dance Moms has steadily built up to hundreds of millions of hours of watch-time on YouTube as it leans into longer-form videos to get audiences watching for hours on end. * Tubular Labs data shows U.S. YouTube watch-time for the show hit 349 million minutes in January – its

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How Jasmin And James Became Some Of World’s Top Creators

Australian couple Jasmin and James were creating content sporadically all the way back in 2021, to limited success. But over the last year, the pair has absolutely blown up by embracing both Shorts and upload volume on YouTube. Data from Tubular Labs shows Jasmin and James had just 44.9

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Maddie Mastro Is Winning Instagram Gold

One of the biggest success stories of this year's Winter Olympics so far comes via U.S. snowboarder Maddie Mastro. On Instagram, Tubular Labs found that no account is getting a bigger engagement boost (relative to normal) around Olympic and Team USA content than Mastro. In the week

SPORTS

Bad Bunny Bounces To Big Super Bowl On Instagram

Part of Bad Bunny's major appeal as a Super Bowl halftime performer was his Gen Z-focused audience. Before the game, data from Tubular Labs revealed that nearly 71% of Bad Bunny's YouTube audience was Gen Z, and those viewers were also likely to create content about

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Smosh Pit’s Ascent To Teens’ Top YouTube Channel

Over the last year, Smosh Pit’s U.S. YouTube watch-time among 13-to-17 year-olds has ballooned by 60%, and the channel is now No. 1 for that age group on the platform. * The trick has been a consistent output (30-40 videos per month) over the last year, and a good

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Streamers End Year at Parity Pushing Promos

Some of the top streaming services spent December pushing show and movie promos, reaching similar numbers of unique U.S. YouTube viewers in the process. * Data from Tubular Labs shows that Peacock, Netflix, Disney+ and HBO Max all closed the year reaching between 25 million and 29 million domestic YouTube

SPORTS

Winter Sports Win Social Video Gold, Even Without Olympics

Every four years, the Winter Olympics bring a surge of global attention for niche sports. But the burst of interest isn't limited to just Olympics years. Data from Tubular Labs reveals that winter sports remain a hot topic even in non-Olympic years. * Last year, ice skating videos drove

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Google’s 'Year In Search' Tops U.S. YouTube Reach

Google’s “Year In Search” has become a viral event every year across TV and social media, and the brand made the most of the 2025 recap in December. Data from Tubular Labs shows that Google was the No. 1 creator (brand or otherwise) on YouTube by U.S. unique

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77% Of Last Year's YouTube Views Came Via Shorts

Short-form video is here to stay, and is only expanding by the year as viewers flock to formats like YouTube Shorts in droves. Over on TVREV, we shared Tubular Labs data indicating that over three quarters – 77% – of global YouTube views came from short-form videos under one minute long in

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MrBeast Averaged 206 Million Views Per YouTube Upload In 2025

Social video sites generated nearly 200 trillion views in 2025, with many of those occurring on YouTube. And while brands and media companies have continued to spend on platforms like YouTube as a way to connect directly with audiences/fans, individual creators are still dominating views. Data from Tubular Labs

REPORTS

What The World Watched In 2025

Social media users around the world watched billions of videos in 2025. Tubular Labs highlights the biggest trends.

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Top Social Video Fixations Of 2025

This year’s social video content drove home that social video isn’t just accumulating a large audience, but is driving and even creating culture. TikTok and Instagram trends are no longer merely funny topics or passing jokes, but are instead becoming cultural touchstones and starters of important conversations. In

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Going Deep On Policy With GoodFellows

The Hoover Institution (located on Stanford’s campus) has found significant YouTube success lately, not by embracing Shorts or some viral trend outside of its subject area – but instead leaning into deep policy discussions that are defining our time, while getting viewers to tune in for extended periods. Data from

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Katseye Using Social Video To Fuel Growth With Female Audience

The next “girl group” to truly hit it big may be Katseye, as data from Tubular Labs lays out the case for. And it’s largely thanks to Katseye’s growing group of predominantly female fans. * In September 2025, Katseye was the No. 19 U.S. media & entertainment page

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NFL’s Watch-Time Sprints Past Previous Highs

Thanks in part to YouTube hosting a live Chargers vs. Chiefs game from Brazil, the NFL’s September YouTube watch-time soared past previous high-water marks. As the league returned to action, Tubular Labs data reveals that the NFL hit 1.3 billion U.S. minutes watched on YouTube for the

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Switzerland Tourism Taps Celebrities To Fuel YouTube Growth

Switzerland Tourism's YouTube channel found a significant increase in unique viewers, minutes watched, and more in September as they leaned into celebrity appearances to gain traction.  According to Tubular Labs data, the Switzerland channel saw unique viewers rise 1,147% in September to 7.4MM, and minutes watched

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Kidzoki Emerges As New Player In Children's Shorts Videos

The kids entertainment space is crowded, but new players can occasionally pop up with differing approaches. In recent months, one of those is Kidzoki, which emerged at the beginning of the year while leaning on YouTube Shorts, and has grown over 15 million unique U.S. YouTube viewers – according to