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How Logan Paul And KSI’s Super Bowl Ad Is A Smart Bet On Existing Viewer Behavior

Audience insights around Logan Paul and KSI show how duo have already parlayed social video success into consumer purchase behaviors

SAN FRANCISCO – February 8, 2023 — Tubular Labs, the leader in global social video intelligence, has released new research that spotlights Logan Paul and KSI’s social video audience and its penchant for sports drink purchases. According to Tubular’s Consumer Insights data, Paul’s YouTube audience was 31x more likely than the norm to shop for sports drinks at Walmart in the last six months.

A large appetite for buying sports drinks is especially relevant given recent news for Paul and business partner KSI. The duo’s sports drink, Prime Hydration, recently became the official sports drink of the UFC and will also be the first creator-led brand to air an ad during the Super Bowl. Doing so is the latest move by Paul and KSI to bolster their audience for Prime Hydration as they continue to expand globally and get ready to launch an energy drink.

Consider these additional consumer insights findings:

  • Sports drinks are the No. 1 product category for Logan Paul’s audiences shopping on Walmart in the last six months – with over 33% higher affinity than the next category.
  • Prime Hydration was also the No. 1 brand by shopping affinity, with Paul’s audience showing themselves to be 70x more likely to shop for Prime than the norm.
  • KSI’s audience shows similar affinity as well: They are 26.1x more likely than the norm to shop for sports drinks at Walmart (No. 1 product category), and are 67.9x more likely to shop for Prime Hydration.

“Logan Paul’s success with Prime Hydration underscores the importance of knowing your audience and catering brand expansion to directly match their existing behaviors,” said Chrissy Werner, Vice President of Marketing at Tubular Labs. “A Super Bowl spot becomes the next step in Paul’s evolution as a brand as well, bringing his product and partnership with KSI to a more general market audience to potentially fuel further growth.”

To learn more about how to shed light on the intersection between audience behaviors and purchase ROI, visit Tubular Labs.

About Tubular Labs

Tubular Labs, the social video intelligence company, is the only solution to provide a unified view of the content, interests and behaviors of audiences across YouTube, Instagram, Facebook, Twitch, and more. With the largest social video database covering over 11 billion videos and 32 million creators, Tubular helps hundreds of household name brands, leading agencies and the largest media properties grow their business and lead on social by anticipating trending content and new creators. For more information, visit