YouTube Shorts

A collection of 39 posts

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

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

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

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

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

CREATOR ECONOMY

Disney+ Audience Soars With Shorts Push

Disney+ has increasingly been focusing on YouTube Shorts to push both awareness of the service and highlight specific content options. Combined with some ad spend, the strategy netted the service 75% more unique U.S. viewers on YouTube in June 2025, according to new data from Tubular Labs. Disney+ uploaded

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

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,

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

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

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,

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.

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

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.

CREATOR ECONOMY

Sports Creator Adam Arroyo Tops U.S. Leagues In March

For the month, his unique U.S. audience surpassed the likes of the WWE, NFL, NBA, MLB and more.

CREATOR ECONOMY

Women Are Turning to Short-Form Video for Beauty Tips

While women’s interests in social video span everything from fitness to pop culture and current events, the influence of the beauty industry remains undeniable. The demand for the latest techniques, products, and deals has fueled a thriving ecosystem of influencers and brands—created for women and often led by

Streaming

Squid Game Still One Of Top Global YouTube Shorts Topics

Squid Game season 2 was another global phenomenon – and one that continues to have staying power more than two months after its release; in part due to perpetual hype via YouTube Shorts. Tubular Labs shows that globally, YouTube Shorts about Squid Game have generated 23.8 billion views since the

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.