To learn more about social video viewership trends, read more from Tubular Labs here.

The Dodo is the #1 most-viewed and most-engaged with animal brand globally [source: Tubular Labs, March 2023]. We tell positive, authentic, entertaining stories about animals that make people laugh, cry happy tears, feel ALL the feels, and fall in love with animals. The Dodo is part of Vox Media, the leading modern media company.

In its latest Audience Ratings research, Tubular Labs released new data that indicates which streaming platforms grew video viewership across social media platforms like Facebook and YouTube.

According to audience insights firms Nielsen TV Audience Measurement (TAM), Nielsen Radio Audience Measurement (RAM), and Tubular Labs data, GMA Network continues to be the country’s leader in viewership and engagement.

Tubular Labs, the leader in global social video intelligence, released new December U.S. viewership trends from its Audience Ratings product – giving insight into deduplicated, unique viewership, and minutes watched for trending video categories, creators and more.

Data from Tubular Labs shows the WWE was the No. 2 U.S. sports media & entertainment creator in Dec. 2023, with over 117 million unique viewers across YouTube and Facebook.

Taylor Swift certainly doesn't "need" Travis Kelce or the NFL to be any more famous. Yet, her relationship with the standout Kansas City Chiefs tight end does appear to be helping boost YouTube views related to the pop star. Data from Tubular Labs shows how Swift-related topics are getting more views on the platform since the season began.

By Robbie Spargo
Managing Director of Sport
Little Dot Studios
*(data from to Tubular Labs data of entertainment, sports and gaming creators)

On top of highest-ever ratings for the women’s tournament on TV last year, Tubular Labs found interest extend to social video platforms as well, as audiences and brands excitedly talked up the action on the court. Tubular found that social video views around the event increased 5x year-over-year.

From the Barbie movie, to #Barbenheimmer, Taylor Swift and “Scandoval,” fans flocked to social channels to connect, reminisce and talk about the biggest pop culture moments of the year. Tubular Labs, the leader in global social video intelligence, shared their take on the most influential stories that rocked social media in their latest research, 2023 Social Video #Rewind.

An analysis from Tubular showed that after Warner Bros released the Barbie trailer in April 2023, their social audience’s likelihood to shop for Barbie products increased by 150%.

Tubular Labs shared its take on the most influential stories that rocked social media in their latest research, 2023 Social Video #Rewind, and nostalgia played a big role. Whether it’s the toys they played with as children, discontinued snack foods or canceled TV shows, reminiscing over old favorites was big for consumers in 2023.

New research released from Tubular Labs indicates podcasts are quickly becoming the new “talk shows.” As celebrities, authors and public figures incorporate the channel into their marketing and promotion strategies, podcasters more frequently release long and short-form video versions of their episodes for viewers to consume in their medium of choice.

Social data from Tubular Labs, the leader in global social video intelligence, indicates that YouTube views related to US reality TV climbed by 55% year-over-year during the 2023 summer of writers’ strikes. As strikes grew, audiences turned to content shows like America’s Got Talent, and re-watched their favorite clips on social channels like Facebook.

As Swifties around the world started making nostalgic friendship bracelets to wear to the Eras tour, Tubular Labs found that the likelihood that Taylor Swift’s social audience would shop on Amazon for bead kits went up by 71% in just one month.

Since Taylor Swift and Travis Kelce started dating, the NFL’s female audience increased by 29.4% across Facebook and YouTube, according to Tubular Labs. Swift’s TikTok audience that also watches NFL videos rose from 2% to 15%.

New data from Tubular Labs indicate that many streaming platforms and TV networks continue to serve wildly divergent audiences, even when owned by the same parent company. The data is drawn mostly by analyzing and comparing YouTube viewership habits.

Social media users tuned in to more news category video content in October across platforms. Likely driven by the unfolding Gaza conflict, US Speaker of the House voting and early 2024 US presidential election news, interest in the news category spiked, according to recently released data from Tubular Labs.

Recently released data from Tubular Labs showed that Mattel’s individual accounts for its various brands helped drive the observed increase in unique viewers. Unique viewers for Barbie were up 25% month-over-month, while Hot Wheels increased by 36% and Polly Pocket grew by 110%. Having individual brand channels that serve as both content and product advertising help toy brands like Mattel connect with unique audiences, at scale.

Tubular, which is a YouTube measurement partner, has special access to data from the digital video giant and also tracks social video viewing on YouTube and Facebook across millions of global devices. Social viewing centers on trailers and clips rather than full episodes, but it is nonetheless widely considered a reliable proxy for longer-form tune-in.