Creators Playing Long Game On YouTube
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This week On The Measure:
- Long Videos Get Longer Legs On YouTube
- Popular Teams Build Audience Quicker
- Fox News Rises On Weekend Watch-Time
- LGBTQ+ Content Fuels Streaming Loyalty, Usage
- Olympic-Sized Bet On Subscriber Loyalty
- This Week’s Free Report, From Samsung Ads: Viewing Starts with Streaming
Long Videos Getting Longer Legs On YouTube
While shorts are all the rage, creators are actually uploading more and more YouTube videos that run 20 minutes or longer. Tubular Labs shared data with Digiday’s Tim Peterson showcasing the steady growth of longer-form videos. [READ MORE]
Popular Teams Build Audiences Quicker
The Lakers and Celtics are two of the most popular NBA teams. Not only does that bring expected large viewership at tipoff — counter to typical NBA viewing patterns that see audiences grow throughout — but a quicker rise too, per iSpot research. [READ MORE]
Fox News Rises On Weekend Watch-Time
Between the lead-up to the Republican National Convention and the assassination attempt on former President Trump, cable news’ share of viewership was up considerably July 8-14, according to Inscape data. In particular, Fox News climbed from 6.29% of watch-time to 8.67% week-over-week. [READ MORE]
LGBTQ+ Content Fuels Streaming Loyalty and Usage
A recent Nielsen study of Revry viewers shows the availability of LGBTQ+ content on streaming builds loyalty, and fuels usage and subscriptions. 90% of surveyed viewers were very/somewhat likely to search for programming with LGBTQ+ characters and personalities. [READ MORE]
Olympic-Sized Bet On Subscriber Loyalty
When Peacock Premium lifts its prices by $2, it will cost as much as Disney+ but garner less overall catalog demand until the Olympics/fall sports. Parrot Analytics shows originals and linear shows drive nearly 75% of its audience demand. [READ MORE]
This Week’s Free Report: Viewing Starts with Streaming — The Rule of 40 Evolved
