NFL Audiences Shop Amazon For Toothbrushes — Plus More Consumer Video Insights

Social video audiences' online behaviors don't just end with content. These viewers are also shopping all around the web, and especially at major retailers like Amazon. Recent data from Tubular Labs provides a snapshot of what NFL and soccer audiences are looking to buy on Amazon when they're not watching those videos across social media sites.

• Over the last six months, NFL audiences are most likely to be shopping for items like ultrasonic toothbrushes (13.5x more likely than the norm) and kayaks (12.8x) – a stark contrast from assumed affinities for just team apparel and tailgating gear.
• Soccer audiences, meanwhile, are actually looking for gaming controllers (5.1x more likely than the norm) and darts equipment (5.0x), as they spend non-soccer hours engaged in other competitive endeavors.
• These viewers are also watching plenty of content around other sports. NFL audiences are hooked on football, of course, and are 23.2x more likely to tune into college football videos. But they're also 18.7x more likely to watch WNBA videos on social.