Agencies and industry organizations directly post original announcements on Adweek Wire. Adweek does not review or edit these announcements.

Top Media Companies Grow Social Video Viewership in May, According to Tubular

Tubular Labs reveals top social video trends for May 2023 across YouTube and Facebook, including YouTube Shorts growth, brands’ investments, and more.

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

Top takeaways include:

Media Companies Increase Unique Viewers Amid Writers’ Strike
The Writer’s Guild of America went on strike on May 2nd, potentially putting major U.S. media companies in a bind for content. Despite the lack of new scripted content, Comcast, Paramount, Walt Disney Co. and Warner Bros. Discovery all increased May unique U.S. viewers across YouTube and Facebook.

Data from Tubular Labs’ Audience Ratings shows all four companies respectively had their highest unique viewer totals in the last 12 months as each leaned on a combination of sports highlights, library content and unscripted show clips.

Creators Soar With Shorts

YouTube Shorts popularity is staying strong. According to Tubular data, a focus on short-form content powered audience growth for several top creators last month.

Dylan Anderson, the No. 1 U.S. creator/influencer by unique U.S. viewers in May (83.4 million), grew his audience by 29% month-over-month with a steady diet of positivity-focused Shorts – like people helping others and providing heartwarming surprises. Anthony Wreyn utilized a similar strategy, growing by 47% month-over-month to No. 3 among U.S. creators/influencers. Nathan Kessel was more focused on pranks and funny videos, but grew month-over-month unique U.S. viewers by 446%, climbing to No. 7 among creators/influencers.

Big Brands Buy Into Social
Temu continued its 2023 ad blitz with an even larger social video investment. The ecommerce app grew U.S. unique viewers by 156% in May, to 77.1 million across YouTube and Facebook. But it wasn’t the only brand to get in on the act with (primarily) social ads last month.

P&G saw unique viewers leap 96% month-over-month, with U.S. minutes watched up 59%, as the CPG giant emphasized Old Spice with comedic video ads.

Taco Bell also grew unique viewers by 176% month-over-month to coincide with its Taco Tuesday campaign featuring LeBron James.

NBA’s Social Video Slam Dunk (Again)
Fully taking advantage of the playoffs spotlight, the NBA increased its U.S. minutes watched across YouTube and Facebook for the eighth consecutive month. The league climbed to 625.4 million minutes watched in May – up 4% vs. April and up 46% vs. May 2022. NBA unique U.S. viewers grew even more, up 28% month-over-month to 30.2 million – nearly double its total last May.

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

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 www.tubularlabs.com.