Tubular Labs

A collection of 271 posts

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

CREATOR ECONOMY

Optimal Social Video Lengths Vary by Creator Type, Region

New research from Tubular Labs reveals that social video length plays a bigger role than many brands and creators may realize — and choosing the right duration can be a make or break element for racking up views and engagement. There’s also no one-size-fits-all guideline: Optimal lengths for brands may

CREATOR ECONOMY

1-2 Minute Brand Videos on TikTok Score the Most Views

As TikTok begins prioritizing longer content, Tubular Labs digs into what this means for brands and creators.

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

SPORTS

TikTok Returns Show Ravens Win With NFL Schedule Release Video

The NFL's schedule release has turned into a social content bonanza every May, as every team tries to land the best jokes, pop culture nods and hidden references en route to announcing the year's 17 opponents. Typically, the Los Angeles Chargers land the funniest video every

The Measure Newsletter

Sports Shorts Go Long On YouTube Views

This Week On The Measure:  * YouTube Shorts Own Sports Content * Allstate Was Streaming’s No. 1 Brand In Q1 * Marketers Less Focused On Personalized Product Recs? * How Ford’s New Ad Outpaced Memorability Norms * Men Are Becoming Bigger Fans Of Women’s Sports * This Week’s Free Report: Q1 TV

CREATOR ECONOMY

How The Savannah Bananas Successfully Compete With MLB

The Savannah Bananas aren't a Major League Baseball club, but you wouldn't know it from the level of views and engagement they're able to generate across social video platforms. Data from Tubular Labs digs into what traditional sports can learn from the intrepid team

CREATOR ECONOMY

Fox News And CNN Have 42% Audience Overlap

Think that Fox News and CNN viewers are completely different groups? Think again. Data from Tubular Labs shows that over the last six months, Fox News' YouTube audience has 42% overlap with CNN's entire social video audience; meaning that 42% of Fox News viewers are watching CNN

CREATOR ECONOMY

Over 76% Of U.S. YouTube Sports Views Coming Via Shorts

As YouTube Shorts take over viewing habits, even sports videos aren't immune. For U.S. sports videos on YouTube, just 35% of uploads in 2025 are under 30 seconds. But at the same time, those videos account for 53.2% of views – according to data from Tubular Labs.

The Measure Newsletter

Streaming Advertising Needs Ad, Not Program, Measurement

This Week On The Measure:  * Ad-Centric Research Shows Streaming Growth * Demographic Differences On Tariffs * What Else Are MrBeast Viewers Watching? * Pharma’s Growth (Or Lack Thereof) On Digital * Help Us, New York Knicks, You’re Our Only Hope * This Week’s Free Report: The Shoppable TV Report: 2025 and Beyond,

CREATOR ECONOMY

Theo Von And the Rise of 'Bro Podcasts'

Theo Von is an American stand-up comedian, podcaster and actor mainly known for his edgy jokes and his podcast that regularly features celebrities. Often, his humor is self-deprecating, filled with stories of surreal anecdotes and observational comedy. That may not seem like an earth-shattering formula, yet... it works. * Tubular Labs

CREATOR ECONOMY

Children's Songs Outperform Other Kids Content On YouTube

Nursery rhymes and children’s songs rank among the top five most-viewed and most-engaging YouTube videos from kids’ creators, as Tubular Labs recently shared. Over the last 90 days, newly-uploaded children's songs videos earned 17.9 billion views on YouTube, which was 3.7 billion more than the

The Measure Newsletter

EXCLUSIVE: How "Tariff Turmoil" Impacts Consumer Behavior

This Week On The Measure:  * When Tariffs Hit, Brand Loyalty Goes Out The Window * The QSR TV Ads Actually Driving Foot Traffic * Consumers Feel Tariff Coverage Is Politicized, But Fair? * SNL Sustains Reach Well Past Election Season * Paid Social Ranks High For Retail ROI * SVODs Are Increasingly Home For Live

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,