NBA, Cocomelon, Temu and More Emerge as Top Creators On Social Video, According to Tubular

Tubular Labs, the leader in global social video intelligence, today released findings around U.S. viewership trends from their Audience Ratings product – giving insight into de-duplified, unique viewership and minutes watched of trending video categories, creators and more across YouTube and Facebook.

Top takeaways include:

NBA Scores With Social Video
The NBA capitalized on increased fan interest over the course of the season and into the start of the playoffs, climbing to 544.2 million U.S. minutes watched across YouTube and Facebook in April. That’s the seventh consecutive month the league’s seen more minutes watched on those platforms, as the league’s jumped to No. 9 among all U.S. media & entertainment creators. NBA videos are also driving more minutes watched year-over-year – up 51%, with April 2023 being the highest month by that metric in the last year, according to Tubular.

Cocomelon’s social audience is still growing
Kids content giant Cocomelon is still growing its pool of unique viewers on YouTube one year later. The creator is No. 1 among all U.S. creators, with nearly 400 million global unique viewers. That’s over 50 million more than the next channel, and 57% increase year-over-year. Cocomelon is also the most-watched U.S. creator by far from a minutes watched perspective, with 9.4 billion (nearly double the total for No. 2 creator, MrBeast).

Late Night Talk Shows’ Temporary Home
With the WGA strike suspending late night talk shows, social video becomes the temporary home for that content, even if it’s not new. Social content teams are taking to YouTube and Facebook to post archive footage to engage with fans, but establishing that connection started well in advance of the strike. In April, the Tonight Show Starring Jimmy Fallon had 24.3 million unique U.S. viewers on those platforms – No. 1 among late night shows. Jimmy Kimmel Live had 13 million for the month, while the Late Late Show With James Corden found 11.1 million unique viewers in its final month on TV (its highest figure since May 2022).

Temu Takes Off On Social Video
Temu’s had an eventful year already, as its Big Game ads set off a flurry of “what’s Temu?” searches in the aftermath. And the brand hasn’t let us since, seeing social video as another opportunity to increase awareness. Temu was the top U.S. brand by U.S. unique viewers across Facebook and YouTube, with 30.1 million in April. Much of that has been fueled by paid ads, but Temu’s approach is a combination of deal-based videos and short videos meant to mimic user-generated content.

To learn more about Tubular time of day measuring capabilities and other video insights, visit www.tubularlabs.com.