Tubular Labs

A collection of 236 posts

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TikTok Turns Up NCAA Tournament Hype Cycle

The NCAA Tournament is never short on buzz each year. And despite a chalky result on both the men's and women's in 2025, March Madness hype on TikTok is already on pace to outdo last year's results – according to new data from Tubular Labs.

The Measure Newsletter

Netflix Is The No. 1 Streamer For Women

This week's newsletter is sponsored by: This Week On The Measure:  * Netflix First With Females On Streaming * Women Want More Marketing Personalization  * T-Mobile’s Streaming TV Ad Signal Wins Wireless Race * TurboTax Invests In Social Video With Big Impact * Which Insurance Mascots Win The Ad Wars? * This Week’

Politics

Cory Booker's Record-Setting Senate Speech Also Hits Highs On YouTube

Sen. Cory Booker (D-NJ) spoke on the floor of the Senate for over 25 hours this week, breaking a record that stood since 1957. And while the lengthy speech about the harms of the Trump administration received plenty of outside press, Booker's office also did an admirable job

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TurboTax Invests in Social Video, With Big Pay-Off

TurboTax was the most-seen video creator in the U.S. in February, reaching 77.3 million unique domestic viewers across YouTube and Facebook.

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What Women Watch On YouTube

Women are showing up and showing out in digital video. Whether it’s family hacks, beauty tips, or health inspo, certain content categories are clear favorites. Gaming? Not so much. But when it comes to pop culture and entertainment, everyone’s in—because who doesn’t love a good celebrity

The Measure Newsletter

Marketers Have Mommy (Data) Issues

This week's newsletter is sponsored by: This Week On The Measure:  * Marketers Struggle To Accurately Identify Moms * What Else Are NCAA Tournament Viewers Watching? * LiveNOW Winning Watch-Time With 24-Hour Streams * Assessing Marketing’s Attribution Crisis * Netflix’s Growing Movie Supply/Demand Disparity * This Week’s Free Report: Social

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Media Companies Often Beat Influencers for Beauty Learning Content Engagement

Media companies averaged 7.7% more engagements per Instagram video than influencers, per Tubular Labs.

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True Crime Podcast Lures Female Audiences On Social Video

Rotten Mango saw watch-time jump 75% month-over-month as women tuned into the podcast’s various uploads.

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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.

The Measure Newsletter

Consumers Notice Mouse House Money Grab

This week's newsletter is sponsored by: This Week On The Measure:  * Disney Live-Action Remakes Seen As Money Grab * Squid Game’s Long Shorts Game * Chick-fil-A Chows Down On Streaming Ads * Gen Z Uses Streaming To Discover Older Library Content * Amazon Prime Video’s Movie-Centric Makeover * This Week’s

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

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

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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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Food & Drink Learning Content Flourishes on Facebook

Within the food & drink category on Facebook, learning content averaged 13K more views per video than platform-wide content.

The Measure Newsletter

Don't Miss This Year's TV Disrupt Event

This week's newsletter is sponsored by: This Week On The Measure:  * Request Your Invite For TV Disrupt 2025 * Top Email Newsletters For Ad Performance * Social Video Takes Over Search * Streaming Knows Drama (TOO Well?) * This Week’s Free Report: iSpot’s Pharma TV Transparency Report Don’t Miss

Streaming

Squid Game Still One Of Top Global YouTube Shorts Topics

Squid Game season 2 was another global phenomenon – and one that continues to have staying power more than two months after its release; in part due to perpetual hype via YouTube Shorts. Tubular Labs shows that globally, YouTube Shorts about Squid Game have generated 23.8 billion views since the

News

Chartbeat Acquires Ad Tech Company FatTail

As first reported by Axios on Monday, publisher analytics company Chartbeat has acquired direct advertising technology firm FatTail. The purchase is the third for Chartbeat since the start of 2023 – when it acquired video intelligence company Tubular Labs and ad sales management firm Lineup. Chartbeat CEO John Saroff had this

The Measure Newsletter

Women's Soccer Scores With Big Name Sponsorships

This Week On The Measure:  * Top Brands Score With NWSL Sponsorship * Shorts Leap For Dance Videos * 55% Of Millennials Shop Online 2-3 Times Per Week * Streamers Still Leaning On Older Audiences For Revenue * iSpot Disrupt in NYC March 19, RSVP below Top Brands Score With NWSL Sponsorship A recent MarketCast

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Goodbye, Google? Search Is Going Social

A new Tubular Labs report reveals how learning content on social media is growing.

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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.

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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

The Measure Newsletter

Men Fuel E-commerce Growth

This week's newsletter is sponsored by: This Week On The Measure:  * Men Fuel E-commerce Growth * Beer Brands Split Ad Strategies * TV Networks’ Social Video Surge * Netflix’s Animation Domination * This Week’s Free Report: Wunderkind’s Digital Commerce Consumer Insights Men Drive eCommerce Growth As Women Cut Back

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Trump Presidency Drives Another Jump For Fox News

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

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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

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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.

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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.