CREATOR ECONOMY

Insights from the TikTok, YouTube and Meta firehoses

CREATOR ECONOMY

Memes Reign Supreme for NFL Fans on Social Video

NFL Memes retained its lead over the NFL with 49.4 million unique U.S. viewers in February 2025.

CREATOR ECONOMY

Viewers Are Spending More Time With LiveNow Over Competitors On Social Video

LiveNOW hit 717.3 million U.S. minutes watched in February.

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

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CREATOR ECONOMY

Food & Drink Learning Content Flourishes on Facebook

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Streaming

Squid Game Still One Of Top Global YouTube Shorts Topics

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CREATOR ECONOMY

Goodbye, Google? Search Is Going Social

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.

CREATOR ECONOMY

YouTube Shorts Help Slime Break Out (Again)

Back in 2018, slime content was all the rage. Creators were finding new and fun ways to bring back the 1990s trend with DIY videos, and those videos actually leaned on longer watch-times (at the time, Tubular Labs data found that 10-15 minute videos accounted for nearly half of those

CREATOR ECONOMY

Trump Presidency Drives Another Jump For Fox News

Fox News increased their watch-time across YouTube and Facebook by 90%, month-over-month.

CREATOR ECONOMY

Sabrina Carpenter Contributes To SNL50 Success

Saturday Night Live's 50th anniversary special pulled out all the stops to own the weekend and beyond on social video. As discussed here in the immediate aftermath, the anniversary show was cruising toward a billion views on TikTok just days later, and now a little over a week

CREATOR ECONOMY

TV Netting More Watch-Time On Social Video

While January saw major news events, Tubular Labs analysis shows TV’s increasing move toward social video is coming through uploads.

CREATOR ECONOMY

Beauty Creators See Big New Year Boost

Tubular Labs reveals that the top nine U.S. beauty channels all saw double-digit viewership growth, month-over-month across Facebook and YouTube.

CREATOR ECONOMY

South Korean Shorts Creator Tops Global YouTube Charts

YouTube may be pushing (successfully) to be seen as more traditional TV, but much of the platform’s top content remains rooted – first and foremost – in user-generated content.  According to Tubular Labs, YouTube’s top global creator by unique YouTube viewers is KIMPRO – a South Korean Shorts creator with 605.

CREATOR ECONOMY

SNL50's Social Video Success Sets Sights On A Billion Views

Saturday Night Live's big 50th anniversary weekend extravaganza has already been a welcome shot in the arm for the long-running NBC comedy show. Data from Tubular Labs reveals that in the last seven days (Feb. 12-18), SNL-related videos have generated nearly 400 million views on TikTok alone. * Other

SPORTS

ULTA Takes TikTok Title For Super Bowl

TikTok's social footprint was alive and well during the Super Bowl this year, as data from Tubular Labs' reveals. On Feb. 9, U.S. TikTok videos about the Super Bowl generated 600 million views, with nearly 42% of those coming from individual creators * U.S. brand pages

CREATOR ECONOMY

Data: Social Video's 'Super' Success For Big Game

Brands and creators alike flocked to TikTok on Super Bowl Sunday, as Tubular Labs data shows that U.S. videos earned over 600 million Super Bowl-related views on game day alone. Diving in deeper on the platform's Super Bowl results: * U.S. TikTok videos related to the Super

SPORTS

Alix Earle Creating Super Bowl 'Pop' for Carl’s Jr., Poppi

Creators have become a growing part of the Super Bowl over the years, from sponsored posts and creative consulting, all the way to the big game themselves, where they've been featured in various ads (perhaps most famously, MrBeast appeared in the NFL's spot a couple years

SPORTS

Brands Are Leveraging Creator Work For Super Bowl Social Promos

Doritos, Tubi are leading in social promos ahead of the Super Bowl, according to Tubular Labs data.

The Measure Newsletter

Super Bowl Insights Feed From The Measure

We’ve created a special Super Bowl insights feed that members can enjoy.

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CREATOR ECONOMY

Social Video Study Reveals Stark Generational Differences

The Measure Newsletter

For Some (But Not All) Top Creators, It's TikTok-or-Bust

This week's newsletter is sponsored by: This Week On The Measure:  * TikTok + The Need For Platform Diversification * Are Sportsbooks Betting On Parlay Ads? * TikTok's Resilience And Short-Form Video * Consumers Played A Holiday Waiting Game * States Where Swift Stacks Up Best Vs. Chiefs * How Peacock Leans On

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CREATOR ECONOMY

Top TikTok Creators Show Importance Of Platform Diversification

The Measure Newsletter

Increasingly Living In A TikTok-First World

This week's newsletter is sponsored by: This Week On The Measure:  * For 18- to 24-Year-Olds, Video Is TikTok-First * Are Electric Vehicle TV Ads Powering Down? * Zendaya, Creators Win Golden Globes * How Netflix Keeps Its Industry-Best Churn Rate * This Week’s Free Report: LG Ads + iSpot’s "The

CREATOR ECONOMY

Golden Globes' Big Social Video Takeaways

This year's Golden Globes were filled with big moments – and many of those were immediately captured on TikTok. Tubular Labs dove into the top trends from the star-studded evening, as the platform played a key role in sharing every highlight before and after the event. * TikTok's

The Measure Newsletter

Following CTV's Ad Efficiency Curve

This week's newsletter is sponsored by: This Week On The Measure:  * CTV Advertising’s Recipe For Efficiency * Watch-Time Pop For NFL Playoffs * Snacking On Streaming Ad Impressions * Lively-Baldoni Battle Plays Out On TikTok * Streaming Services Want More Global Content For Gen Z * This Week’s Free Report: LG