Social Measurement

A collection of 101 posts

CREATOR ECONOMY

YouTube's Most Prolific U.S. Media Shorts Creators In 1H 2025

Shorts are a big deal, as the format accumulates seemingly larger shares of YouTube's views. But which U.S. media companies are doing the best job generating eyeballs with Shorts? Data from Tubular Labs reveals the top domestic media companies by shorts (uploads and views) over the first

CREATOR ECONOMY

Beauty Sponsors See 1.6x More Engagement With Food & Drink TikTok Videos

Even though U.S. beauty brands are sponsoring beauty videos at a higher rate on TikTok (53.6% in 2025, according to recent data from Tubular Labs), those videos are not getting the same level of engagement as other content categories. * Tubular's recent VidCon presentation – which you can

The Measure Newsletter

16% Of YouTube Views Are On TV

YouTube TV's watch-time win, Chewy is tops, and more in this week's The Measure newsletter.

CREATOR ECONOMY

How Does YouTube Viewing Differ By Device Type?

Mobile audiences drive a lot of YouTube Shorts views, while TV viewers are tuning into significantly more long-form videos – and watching them for a lot longer, too. That was one of the major takeaways from Tubular Labs' recent presentation at VidCon, which is now available for download. * Through May

CREATOR ECONOMY

Which Devices Are Consumers Using To Watch YouTube Videos?

Is YouTube TV? The answer is that it depends on who you ask, and how you're measuring it. Tubular Labs recently dove into device-level insights around global YouTube viewership at VidCon, revealing some key findings for TV and mobile content viewing – and trends that shed light on where

CREATOR ECONOMY

The Land of Boggs Takes Off

BuzzFeed’s The Land of Boggs short-form video show has been around since 2018, but has really hit its stride lately, as new data from Tubular Labs reveals. In May 2025, The Land of Boggs was the No. 11 media & entertainment channel on YouTube by unique U.S. viewers,

The Measure Newsletter

Theatrical Releases Bring Thunder With Finals Ads

This Week On The Measure:  * Universal Roars With NBA Finals Ads * Restaurant Ads Break Through On CTV In May * Why Data Should Be Labeled, Certified Like Gasoline * Hopper Rides ‘Brain Rot’ To 3x Audience Increase * Online Shoppers Turn to Brand Websites For Deals * This Week’s Free Report: Hidden Trends,

CREATOR ECONOMY

Milo And Chip Take On Gaming Giants With Long-Form Videos

Gaming is a busy space on YouTube, with some of the genre’s best creators having extensive histories earning millions of views per day with a variety of long-long-for and short-form videos. Typically, that lends to some difficulty for less established creators breaking in – though that was not the case

CREATOR ECONOMY

Hopper Rides 'Brain Rot' To 3x Audience Increase

So-called “Italian Brain Rot” and other brain rot-related videos have found incredible popularity in recent months as the content finds a willing audience for its cast of strange AI characters and pseudo-Italian utterances.  One YouTuber that’s been taking full advantage of the trend is Hopper, who puts their own

CREATOR ECONOMY

Eggdar Spins Off Stone Face Memes Success

A month after Stone Face Memes topped YouTube as its most-seen creator, movie-focused creator Eggdar achieved the same feat. * Data from Tubular Labs shows that Eggdar grew to 96.6 million unique U.S. viewers on YouTube in May 2025; all on the strength of short movie memes repeatedly displayed

The Measure Newsletter

Data Shows More Stans For Tech Brands, Winning Consumer Fandom

This Week On The Measure:  * Tech Giants Winning Consumer Fandom * Longer-Form Videos Dominate YouTube Watch-Time * Learn More About Video Duration At VidCon * WBD Splits Up — But Can It Catch Up? * Nearly 10% Of B2B TV Ad Reach Comes Via Fox News * Majority Of Sports Viewers Like ‘Prime Vision’ AI Features

CREATOR ECONOMY

Longer-Form Videos Dominate YouTube Watch-Time

While Shorts have taken over YouTube from a strict views standpoint, watch-time is increasingly guided by videos with durations of 20 minutes or longer. New Tubular Labs data – first shared with Bloomberg – reveals that over 57% of YouTube's minutes watched in 2025 (through May 31) were delivered by

Politics

C-SPAN's Large TikTok Audience Shows Appetite For Political Access

As U.S. consumers flock to streaming (both on-demand and vMVPDs), many are also inadvertently losing access to C-SPAN in the process. Neither YouTube TV nor Hulu (other streamers are holdouts as well) carry C-SPAN, and that's leading to fewer viewers having access to its programming, which you

CREATOR ECONOMY

Media Companies Are Falling Behind On Shorts

Creators long ago took over YouTube, so it's not necessarily news that they accounted for over 95% of U.S. views on the platform over the last 30 days (May 11-June 11, via Tubular Labs data). But despite creators setting the tone around how content is being consumed,

The Measure Newsletter

Brands Are Missing TikTok's Golden Window For Views

This Week On The Measure:  * 1-2 Min. TikTok Brand Videos Score Most Views * Michelob Scores As NBA Playoffs’ Top Brand * Truthset’s Gregg Galletta On Data-Rated Audiences * Brand Equity Equals 52% Of Consumer Purchase Motivation * 43% Delaying Apparel Purchases To Wait For Sales * 70% Of Consumers Would Use Wish List

The Measure Newsletter

How Booze Is Pouring It On TV

This Week On The Measure:  * Stella Artois Pours On Streaming Ads * Tariff Concerns Spurring Purchase Delays * LOL Network Using Movies To Compete With TV * Chewy Breaks Through On Linear * 42% Say Personal Relationships Trigger Anger * Marketers Look For Awareness, Acquisition Balance * This Week’s Free Report: Beverage Brands TV Transparency

CREATOR ECONOMY

Block Blast Video Cruises To A Billion TikTok Views In A Month

A short-format video gaining viral steam on TikTok is not necessarily news. The platform was built on the idea, after all. Despite that fact, though, sometimes a video gains so much steam that it demands more attention. So is the case with pomeranian-focused account PomKori, which has scored 1 billion

CREATOR ECONOMY

Why e.l.f. Beauty’s Rhode Acquisition Is a TikTok Game Changer

On Wednesday, e.l.f. Beauty announced plans to acquire Hailey Bieber’s fast-growing beauty brand, Rhode. This acquisition brings together two social powerhouse beauty brands but interestingly, the brands’ audiences don’t overlap on social as much one may assume, presenting an enticing opportunity for both brands. Data from

CREATOR ECONOMY

Kevin Hart’s LOL Network Turning Laughs Into Watch-Time

By programming its YouTube similarly to a cable network, LOL Network is carving out a unique niche that other media companies can mimic as well.

The Measure Newsletter

Marketers Planning More Value-Based Messaging In 2025

This Week On The Measure:  * 60% of Marketers Are Increasing Value-Based Messaging * Nutrafol Leads Supplement Streaming Ads * Exploding Kittens Blows Up On YouTube * Wayfair Wins on CTV With +19% Ad Breakthrough * Women’s Sports Fans Want Better TV Tune-In Info * This Week’s Free Report: U.S. Tariff Effect–Exclusive

CREATOR ECONOMY

MSNBC Goes All-In On Tariff Videos Since Trump Inauguration

Tubular Labs data shows on YouTube, MSNBC has emerged as a top source for content related to tariffs, as the topic has built steam in 2025. * In the past 90 days alone, MSNBC amassed over 319 million views around tariff-related videos on YouTube, on 829 uploads. * Of MSNBC’s top

CREATOR ECONOMY

COPS Mines Archives For 17% More YouTube Watch-Time

In April, COPS uploaded 34 new videos while generating 191.4 million minutes of watch-time among U.S. YouTube viewers.

The Measure Newsletter

Outcomes Are Most Critical Factor For Marketers Buying Media

This Week On The Measure:  * Marketers Prioritizing Outcomes-Based Buying * 72% of Brands Have Increased Prices Due To Tariffs * How The Savannah Bananas Compete With MLB * 18% Of People In The U.S. Feel Angry Most Days * Cowboys Lead NFL In Primetime/Holiday TV Games * This Week’s Free Report: Q1

CREATOR ECONOMY

Stone Face Memes Soars to Most-Watched U.S. Creator

The account was watched by 107.3 million unique U.S. viewers in April – No. 1 among all domestic accounts on YouTube.

CREATOR ECONOMY

Exploding Kittens Blows Up, Reaching 20 Million Viewers On YouTube

Exploding Kittens learned some key lessons from the creator economy in April, using Shorts to generate viral interest in its various party card games (including newly-released Coyote). Data from Tubular Labs shows Exploding Kittens was the No. 5 domestic brand by U.S. YouTube reach in April, at 19.8