Social Video

A collection of 175 posts

CREATOR ECONOMY

What Else Are MrBeast Viewers Watching?

MrBeast has an enormous following on social video, and is regularly one of the most-watched creators on YouTube every month. That makes his channels a hot commodity for brands looking to partner with creators, but could also price out some brands with more reserved social marketing budgets. There are alternatives,

CREATOR ECONOMY

Old Spice Smells Social Video Success

Analysis shows that the brand has used a combination of advertising and UGC-type videos to become one of the most-watched brands in the U.S.

SPORTS

NHL Playoffs Could Use Season's Top TikTok Squads

The NHL's Stanley Cup Playoffs are well under way, but one of the main storylines is that TV ratings are down considerably with a field with many small market and/or Canadian clubs. Over on our sister site, TVREV, I recently wrote about how this could be a

CREATOR ECONOMY

SNL Sustains Reach On Social Well Past Election Season

SNL hits a 13-month high in unique reach across YouTube and Facebook as part of its 50th anniversary season.

The Measure Newsletter

Marketers Ad(ding) To TV, Streaming Budgets

This Week On The Measure:  * TV, Streaming Budgets Still Expected To Increase * Spring News Jolts TV Social Viewers * Who’s Swayed Most By Celebs/Influencers? * Carney Tops Canadian Candidate Engagement * More Women Only Prioritize Specific Events For Sports * This Week’s Free Report: 2025 TV And Video Strategy Report, From

CREATOR ECONOMY

Spring News Cycle Jolts Viewership For TV News on Social Video

Tariffs, economy fears and policy changes dominated network and cable news publishers on social video.

CREATOR ECONOMY

Coachella's First Weekend Gets TikTok Pop

Coachella season always leads to a lot of discussion on social media, and in particular, social video as attendees post about the litany of great acts throughout the event's two weekends. This year was no different, as Coachella has driven 7.1 billion global video views on TikTok

The Measure Newsletter

EXCLUSIVE: Consumers Are Tariffied

This Week On The Measure:  * Survey: Are Consumers Worried About Tariffs? * How Nets Take Home NBA Title (On TikTok) * Restaurant Data: Serving The Right Incentives For Sign-Ups * Global Article Engagement Time Declines In Q1 2025 * Wingstop Flies To Top Of Most-Seen NBA Brands List * This Week’s Free Report: 2025

SPORTS

Brooklyn Nets Win NBA (TikTok) Title

It's hard to be much further than the Brooklyn Nets were from the top of the NBA standings this year (their 26 wins were 32 behind the Oklahoma City Thunder's league-leading 68). But that didn't deter the team on TikTok, as data from Tubular

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.

The Measure Newsletter

Women's Soccer Scores With Big Name Sponsorships

This Week On The Measure:  * Top Brands Score With NWSL Sponsorship * Shorts Leap For Dance Videos * 55% Of Millennials Shop Online 2-3 Times Per Week * Streamers Still Leaning On Older Audiences For Revenue * iSpot Disrupt in NYC March 19, RSVP below Top Brands Score With NWSL Sponsorship A recent MarketCast

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.

TV ADVERTISING

Ad-Supported Streaming Spurs Stronger Recall Than Video-Sharing Platforms

Digital video ad investments can take a growing number of forms for brands. And while both ad-supported streaming TV and video-sharing platforms both find relative success in terms of brand recall, ad-supported streaming is receiving higher recall according to data from a new Magnite report. * In "Why Streaming TV

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

The Measure Newsletter

Men Fuel E-commerce Growth

This week's newsletter is sponsored by: This Week On The Measure:  * Men Fuel E-commerce Growth * Beer Brands Split Ad Strategies * TV Networks’ Social Video Surge * Netflix’s Animation Domination * This Week’s Free Report: Wunderkind’s Digital Commerce Consumer Insights Men Drive eCommerce Growth As Women Cut Back

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.

The Measure Newsletter

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.

CREATOR ECONOMY

Social Video Study Reveals Stark Generational Differences

In the decades since YouTube debuted in 2005, video content has become a cornerstone of not just social media, but of the entertainment and advertising world writ large, with its high rates of engagement and ability to influence purchase decisions. And these days, more people than ever — especially younger generations

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

The Measure Newsletter

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