Social Measurement

A collection of 127 posts

CREATOR ECONOMY

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

CREATOR ECONOMY

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

CREATOR ECONOMY

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

CREATOR ECONOMY

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

CREATOR ECONOMY

Jordan Matter Highlights the Value of a Long-Form Video

While YouTube Shorts remain extremely popular, some channels find plenty of success leaning in the opposite direction. Tubular Labs data reveals how Jordan Matter finds this success, one long-form video after another. Matter’s channel has existed for a long time, but was largely handed off to his daughter Salish

CREATOR ECONOMY

Le Creuset Catches Crossover Success With Pokémon

Cooking and Pokémon wouldn't seem like the most obvious collaboration opportunity. But in Singapore, that's exactly what happened: And it was very effective, as data from Tubular Labs' recent Unexpected Partnerships report reveals. * Le Creuset's Singapore Instagram page unboxed a new Pokémon-themed cookware

CREATOR ECONOMY

New Heights Reaches… Newer Heights On YouTube

Travis and Jason Kelce’s podcast, New Heights, was among the biggest digital stories in August thanks to a visit from Taylor Swift and later, her engagement to Travis. Data from Tubular Labs showcases how the podcast grew tremendously as a result of its special guest. * From July to Aug.

CREATOR ECONOMY

The Art Of War's Shorts Charge Toward History Channel's Audience

The Art of War YouTube channel has quickly amassed a strong and engaged following by using 3-D Shorts to discuss historical events about war and weapons. Tubular Labs data shows the channel’s powerful following and immense growth. * Since Feb. 2025, The Art of War has grown from 5.9

Politics

Data Behind Jimmy Kimmel's TV Impact, YouTube Approach

Late-night TV has become a lightning rod this year, as networks put the value of these shows in the crosshairs compared to pressures from corporate mergers and the President of the United States. But all of that noise drowns out the actual value and approach of programs like Jimmy Kimmel

CREATOR ECONOMY

AutoZone Uses Ads To Drive YouTube Reach In August

AutoZone is clearly hitting the gas with YouTube ads, and driving large-scale U.S. audience reach as a result. Data from Tubular Labs reveals that AutoZone was the No. 5 brand by unique U.S. YouTube viewers in Aug. 2025, netting an impressive 47.8 million – the most it’s

CREATOR ECONOMY

Beauty Partnerships Can Help Break Through With Female Gamers

Female audiences accounted for 37% of U.S. gaming viewers on YouTube from June 2024-July 2025, highlighting an area for growth – but one that's been tough for the genre to break through thus far. Tubular Labs' recent report, Unexpected Partnerships: Unlocking New Opportunities, showcases how those dynamics

REPORTS

Unexpected Partnerships: Video Unlocks New Opportunities

On social video platforms, unexpected partnerships are creating opportunities to reach highly engaged audiences across genres, and uncover chances to reach new viewers. But how do brands, creators and publishers find and execute these surprising campaigns? Tubular's new report, Unexpected Partnerships: Unlocking New Opportunities, showcases recent examples of

CREATOR ECONOMY

The Unexpected Success Of Beauty And Formula 1 Racing

U.K.-based beauty female audiences in the 18-to-34 age group have a high affinity for fashion content on YouTube. But Tubular Labs data reveals that's not their only interest, either. Particularly, around auto racing categories. As detailed in Tubular's new report, Unexpected Partnerships: Unlocking New

SPORTS

Tu Musica Hoy Punches Above Weight During Week 1 NFL Action

Week one's NFL games were thrilling from start to finish, with social video capturing a ton of the action. And while a lot of the biggest creators to cover the league were either the NFL itself or official media partners, others also notably punched their way into the

CREATOR ECONOMY

Eagles Soar On Instagram During NFL Offseason

The Philadelphia Eagles' February Super Bowl win paid immediate dividends on social video. Data from Tubular Labs shows the franchise piled up Instagram video views from Feb. 10 through July 30 (the day before the preseason Hall of Fame Game), to claim yet another crown. * The Eagles were far-and-away

CREATOR ECONOMY

History Channel Wins Watch-Time With Super Users

History Channel isn’t running from cord-cutting, and is in fact using YouTube to lean into reaching audiences that may no longer subscribe to traditional cable.  Data from Tubular Labs reveals that History’s July watch-time among U.S. YouTube viewers climbed by 12% month-over-month, to 800.5 million, as

SPORTS

ESPN’s Audience Is High On Shorts, Low On Watch-Time

ESPN was able to grow its unique U.S. YouTube viewers by 25% month-over-month in July, to 38.8 million – according to data from Tubular Labs. However, the sports giant is not growing audience on the back of longer-form videos. It’s primarily on Shorts. * In July alone, 66% of

Streaming

HBO Max-imizes Audience In Summer

HBO Max’s YouTube audience saw significant growth in July as the streaming service leaned into promos for Peacemaker season two and IT: Welcome To Derry. Data from Tubular Labs reveals that HBO Max’s unique U.S. YouTube viewers grew by 193% month-over-month in July, nearing 13-month highs. * The

Podcasts

Taylor Swift Lifts New Heights Podcast With Album Reveal

The New Heights podcast is reaching... new heights after Taylor Swift appeared on the show this Wednesday to reveal her new album, The Life Of A Showgirl. Data from Tubular Labs shows just how much of a lift Swift provided for the show – hosted by her boyfriend Travis Kelce, with

CREATOR ECONOMY

MrBeast's Long/Short Video Balance Shows YouTube State Of Play

MrBeast is one of YouTube's biggest creators, and as such, he's made a career out of setting and being ahead of trends. His page is also revealing about the current state of successful videos: The best results are coming from either YouTube Shorts or longer-format videos.

CREATOR ECONOMY

The Howard Stern Show's YouTube Decline Reveals Opportunities For Pivot

The Howard Stern Show may be coming to an end on SiriusXM. But that doesn't necessarily have to spell doom for the long-running program that pioneered current radio and podcast formats. Data from Tubular Labs sheds light on the show's recent social video decline, and how

CREATOR ECONOMY

Diving Deeper Into Podcast YouTube Views

YouTube's podcast rankings provide an interesting view into which shows are driving watch-time each week, as the medium extends even further into video to diversify viewership and revenue streams. And while the weekly charts are informative to get a sense of which podcasts are trending, there's

CREATOR ECONOMY

Ryan Trahan’s Road Trip Video Success

Creator Ryan Trahan hit his own highs for watch-time in June, thanks to a classic content concept: Road tripping. But this wasn’t just any road trip. Trahan’s series became (and still is) a daily endeavor that saw him visiting 50 states in 50 days. * The idea is a

REPORTS

What Audience Data Reveals About The Next Wave of The Creator Economy

YouTube, and social video in general, is winning a battle for TV viewers' attention, as recent industry coverage shows. But where's the playbook for what happens next, as video trends and audience behaviors continue to change? Hidden Trends, Big Moves – from Chartbeat/Tubular Labs' Jill Nicholson

CREATOR ECONOMY

MeidasTouch, MSNBC Boost Watch-Time With Long, Live Videos

Shorts are a big piece of the pie when it comes to YouTube, but they’re not the end-all be-all, as some media companies regularly lean into. Tubular Labs data shows that in June, MeidasTouch and MSNBC were among the most successful U.S. channels generating domestic watch-time on Youtube