Social Measurement

A collection of 59 posts

CREATOR ECONOMY

What Women Watch On YouTube

Women are showing up and showing out in digital video. Whether it’s family hacks, beauty tips, or health inspo, certain content categories are clear favorites. Gaming? Not so much. But when it comes to pop culture and entertainment, everyone’s in—because who doesn’t love a good celebrity

CREATOR ECONOMY

True Crime Podcast Lures Female Audiences On Social Video

Rotten Mango saw watch-time jump 75% month-over-month as women tuned into the podcast’s various uploads.

CREATOR ECONOMY

Memes Reign Supreme for NFL Fans on Social Video

NFL Memes retained its lead over the NFL with 49.4 million unique U.S. viewers in February 2025.

CREATOR ECONOMY

Dance Videos Trend Downward As Shorts Take Over Genre

While still garnering billions of views per year, dance videos have declined in recent years – at least on YouTube. Data from Tubular Labs shared exclusively with Digiday reveals that dance video views on YouTube declined by 31.4% from 2022 to 2024, from 20.4 billion to 14.0 billion.

CREATOR ECONOMY

YouTube Shorts Help Slime Break Out (Again)

Back in 2018, slime content was all the rage. Creators were finding new and fun ways to bring back the 1990s trend with DIY videos, and those videos actually leaned on longer watch-times (at the time, Tubular Labs data found that 10-15 minute videos accounted for nearly half of those

CREATOR ECONOMY

Sabrina Carpenter Contributes To SNL50 Success

Saturday Night Live's 50th anniversary special pulled out all the stops to own the weekend and beyond on social video. As discussed here in the immediate aftermath, the anniversary show was cruising toward a billion views on TikTok just days later, and now a little over a week

SPORTS

ULTA Takes TikTok Title For Super Bowl

TikTok's social footprint was alive and well during the Super Bowl this year, as data from Tubular Labs' reveals. On Feb. 9, U.S. TikTok videos about the Super Bowl generated 600 million views, with nearly 42% of those coming from individual creators * U.S. brand pages

Super Bowl

Kendrick Lamar, Taylor Swift Video Audience Overlaps By Just 8%

With Kendrick Lamar headlining the halftime show and Taylor Swift cheering on the Kansas City Chiefs, the game brings together two fan bases with limited overlap – creating a real opportunity for the NFL, as Tubular Labs data highlights.

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Super Bowl Insights Feed From The Measure

We’ve created a special Super Bowl insights feed that members can enjoy.

SPORTS

TikTok's Biggest Super Bowl Video Is From AJ & Big Justice, And Doritos

Before the Super Bowl plays out on TVs across the U.S., there's another major push occurring on smaller screens, as Big Game advertisers and media partners work with creators to push awareness/buzz.

The Measure Newsletter

For Some (But Not All) Top Creators, It's TikTok-or-Bust

This week's newsletter is sponsored by: This Week On The Measure:  * TikTok + The Need For Platform Diversification * Are Sportsbooks Betting On Parlay Ads? * TikTok's Resilience And Short-Form Video * Consumers Played A Holiday Waiting Game * States Where Swift Stacks Up Best Vs. Chiefs * How Peacock Leans On

MARKETING

Targeting, Measurement Top 2025 Media Investment Trends

Omnichannel approaches can present numerous challenges for today's advertisers – but also a multitude of opportunities, provided proper strategies (and partners) are already in place. To kick off the year, Teads recently published a report on five key media trends in 2025, starting with a deep dive into the

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Increasingly Living In A TikTok-First World

This week's newsletter is sponsored by: This Week On The Measure:  * For 18- to 24-Year-Olds, Video Is TikTok-First * Are Electric Vehicle TV Ads Powering Down? * Zendaya, Creators Win Golden Globes * How Netflix Keeps Its Industry-Best Churn Rate * This Week’s Free Report: LG Ads + iSpot’s "The

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Following CTV's Ad Efficiency Curve

This week's newsletter is sponsored by: This Week On The Measure:  * CTV Advertising’s Recipe For Efficiency * Watch-Time Pop For NFL Playoffs * Snacking On Streaming Ad Impressions * Lively-Baldoni Battle Plays Out On TikTok * Streaming Services Want More Global Content For Gen Z * This Week’s Free Report: LG

CREATOR ECONOMY

How The Lively-Baldoni Legal Battle Evolved On TikTok

Dueling lawsuits from Blake Lively and Justin Baldoni's respective camps have created an ever-evolving PR battle (as Lucia Moses details well on Business Insider). But on social video, the news cycle hasn't maintained the same momentum as the ongoing accusations. Data from Tubular Labs shows that

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College Football Playoff Catches Big TV Watch-Time

This week's newsletter is sponsored by: This Week On The Measure:  * College Football Playoff Watch-Time Payoff * Golden Globes Glow-Up For Olipop * Most Engaged Stories of 2024 * Steph Curry Scores For Dude Perfect * Netflix’s Originals Dominance Sparks Challengers * This Week’s Free Report: iSpot’s 2024 Video Ad

CREATOR ECONOMY

Netflix After School Gains Momentum As Kids’ Channel

Netflix After School has grown steadily over the course of 2024, with U.S. minutes watched across YouTube and Facebook climbing from 35.8 million to 63.2 million over the last 13 months – according to data from Tubular Labs. * In November, Spellbound drove the bus for Netflix for Kids.

SPORTS

Current College Player Nets Larger Audience Than NFL

Florida Atlantic isn’t the biggest college football program in the country, but the team does have one of sports’ biggest social video stars in Josh Moore, according to new data from Tubular Labs. Leaning almost exclusively into YouTube Shorts, the FAU Owls safety is cultivating a large audience against

SPORTS

Dude Perfect Gets Steph Curry Bump

Trick-shot content aficionados Dude Perfect have been around for years and possess global name recognition. Yet, a celebrity guest star can still provide a welcome bump for video audiences, according to recent Tubular Labs Audience Ratings data.  * Dude Perfect increased their unique viewers across YouTube and Facebook by 74% month-over-month,

SPORTS

Women's Soccer Scores On TikTok

Women's sports have seen steady growth in recent years, but especially over the last couple, as U.S. leagues like the WNBA and NWSL have truly exploded (as has women's college basketball). As part of its extensive end-of-year reporting, Tubular Labs showcases the the most-viewed women&

CREATOR ECONOMY

Video Trends: Creators Cash In On Breakups

Breakups are never fun for those involved, but the separations can also make for some compelling content – and did in 2024. Data from Tubular Labs' end-of-year recap reveals some key insights around the year's buzziest (on social video, at least) breakups, featuring famous faces new and old.

The Measure Newsletter

Football Powers ESPN's Primetime Ad Attention

This week's newsletter is sponsored by: This Week On The Measure:  * ESPN’s Primetime Ad Attention Gift * Trump Win Fuels Fox News Social Video High-Water Marks * LGBTQ+ Consumers And Pharma Trust * Yellowstone Finale Fuels Watch-Time Surge * Creator Engagement Balloons In 2024 * This Week’s Free Report, From TVREV:

CREATOR ECONOMY

Trump Election Win Fuels Fox News Tune-In On Social

Republican Donald Trump winning the 2024 U.S. Presidential Election was not just a boost for the candidate, but also (conservative-leaning) Fox News as a video publisher. According to recent Tubular Labs Audience Ratings, Fox News’ unique U.S. viewers across YouTube and Facebook soared during the election month. Further

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42% Of Holiday Shoppers Are 'Grazing'

This week's newsletter is sponsored by: This Week On The Measure:  * Holiday Shoppers ‘Graze’ Before Buying * Championship Weekend Wins Watch-Time * The Hottest Holiday TV Advertisers * Seasonal Video Content In ‘Shorts’ Supply * Balancing Streaming Demand Decay * This Week’s Free Report, From TVREV: The Contextual Revolution: Five Companies Rewriting

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Amazon Video Viewers Have More Money

This week's newsletter is sponsored by: This Week On The Measure:  * Prime Video Viewers Skewing Older, Richer, Wiser? * Consumers Like Coca-Cola AI Holiday Ads * Which Functions Are Getting Automated Most? * Joe Rogan Outperforms Networks Across YouTube and Facebook * Streaming Loyalty At A Premium * This Week’s Free Report: