YouTube Shorts

A collection of 51 posts

CREATOR ECONOMY

Booking.com’s Big Social Video Success

Booking.com has been trying to capture January/February travel interest for years, but this year’s approach saw the brand really take off on YouTube. Tubular Labs data spots how Booking.com was the No. 1 brand on the platform by unique viewers (155.5 million), while also tallying

CREATOR ECONOMY

'Dance Moms' Waltzes To Watch-Time Win

Lifetime show Dance Moms has steadily built up to hundreds of millions of hours of watch-time on YouTube as it leans into longer-form videos to get audiences watching for hours on end. * Tubular Labs data shows U.S. YouTube watch-time for the show hit 349 million minutes in January – its

CREATOR ECONOMY

How Jasmin And James Became Some Of World’s Top Creators

Australian couple Jasmin and James were creating content sporadically all the way back in 2021, to limited success. But over the last year, the pair has absolutely blown up by embracing both Shorts and upload volume on YouTube. Data from Tubular Labs shows Jasmin and James had just 44.9

CREATOR ECONOMY

Smosh Pit’s Ascent To Teens’ Top YouTube Channel

Over the last year, Smosh Pit’s U.S. YouTube watch-time among 13-to-17 year-olds has ballooned by 60%, and the channel is now No. 1 for that age group on the platform. * The trick has been a consistent output (30-40 videos per month) over the last year, and a good

CREATOR ECONOMY

77% Of Last Year's YouTube Views Came Via Shorts

Short-form video is here to stay, and is only expanding by the year as viewers flock to formats like YouTube Shorts in droves. Over on TVREV, we shared Tubular Labs data indicating that over three quarters – 77% – of global YouTube views came from short-form videos under one minute long in

CREATOR ECONOMY

MrBeast Averaged 206 Million Views Per YouTube Upload In 2025

Social video sites generated nearly 200 trillion views in 2025, with many of those occurring on YouTube. And while brands and media companies have continued to spend on platforms like YouTube as a way to connect directly with audiences/fans, individual creators are still dominating views. Data from Tubular Labs

BUSINESS OF DATA

The Short Report: Short-Form Video Finding Greater Favor With Viewers

Media.net study names YouTube Shorts leader in growing format

CREATOR ECONOMY

How LEGO Built a Winning Strategy with YouTube Shorts

LEGO’s building something huge on YouTube, and it’s primarily out of Shorts. Data from Tubular Labs highlights how the toy brand has emphasized YouTube Shorts to hit new highs in terms of both unique U.S. viewers and minutes watched. LEGO’s 14.1 million YouTube viewers ranked

CREATOR ECONOMY

Katseye Using Social Video To Fuel Growth With Female Audience

The next “girl group” to truly hit it big may be Katseye, as data from Tubular Labs lays out the case for. And it’s largely thanks to Katseye’s growing group of predominantly female fans. * In September 2025, Katseye was the No. 19 U.S. media & entertainment page

TV ADVERTISING

How Abercrombie & Fitch Scored With NFL Fans

In today's fragmented media landscape, capturing attention and driving brand recall is more crucial than ever. Abercrombie & Fitch's "Style Concierge" campaign offers a compelling example of how strategic creative, even with some audience polarization, can effectively reposition a brand and cement its presence

CREATOR ECONOMY

YouTube Is Candy’s New Sweet Tooth

Through mid-October, 13 of the 20 most-seen candy ads debuted on TV in 2024 or earlier, with eight of those arriving between 2020 and 2023.  But while candy brands invest in Halloween-specific ad creatives at this time of year to help fuel sales, they’re not necessarily trying to reinvent

CREATOR ECONOMY

NFL’s Watch-Time Sprints Past Previous Highs

Thanks in part to YouTube hosting a live Chargers vs. Chiefs game from Brazil, the NFL’s September YouTube watch-time soared past previous high-water marks. As the league returned to action, Tubular Labs data reveals that the NFL hit 1.3 billion U.S. minutes watched on YouTube for the

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,