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Tubular Certified in YouTube’s New Measurement Program

Tubular Certified in YouTube’s New Measurement Program

Alex Watt – June 23, 2017

Today we're excited to announce our new expanded partnership with YouTube as a founding member of their new YouTube Measurement Program (the "YTMP"). Last August you may recall we announced that we would be working closely with YouTube to launch this new Measurement Partner Program. YouTube’s goal in launching the Measurement Program is to work more closely with measurement companies using the YouTube API Services like Tubular, to ensure high quality methodology, accuracy in calculations and clarity in metric definitions. Tubular has been a long-time partner of YouTube’s in YouTube’s Certified YouTube Partner Program, and we’re now excited to take our partnership to new levels as a founding member of their new Measurement Program. As a YouTube Measurement Partner, all of our YouTube metrics will be officially certified by YouTube. Tubular is one of five YTMP launch partners selected by YouTube, and we will be working closely with YouTube to further grow YouTube metrics and create a measurement standard for the video industry Starting today, you will also see a new YTMP membership badge on our website and products - indicating that all of the YouTube metrics and YouTube data that you see in Tubular is specially certified by YouTube for accuracy and are the best available to you in the industry. We look forward to growing our partnership with YouTube as we continue to provide the industry with the right data and metrics to successfully measure digital video content. Stay tuned for more from our partnership with YouTube, and you can read more about the YTMP from YouTube here.

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Tubular and YouTube's Measurement Program

Tubular and YouTube's Measurement Program

Caroline Lu – August 11, 2016

Today, YouTube announced their upcoming YouTube Measurement Program to help participants provide accurate, consistent and relevant YouTube measurement data to their clients and users. We at Tubular are very excited to work with YouTube on the development of this program and to continue to evolve standardized and platform-specific metrics for our emerging online video industry. We’re all living through a once-in-a-generation shift in video from linear TV to internet-enabled video. Tubular estimates that there are over 10,000 independent creators who make a living in online video; 66,000 media companies and brands generate 111 billion views/month; and over 3 million new videos are uploaded to the public every day. However, third party measurement systems weren’t designed for the scale and pace of online video, and so third party standards are now emerging from new providers, such as Tubular. As the online video industry matures and speeds towards 1 trillion video views per month and billions of dollars shift towards online video ads and sponsored integrations, it’s time for us as an industry to get serious about third party measurement. Creators, media companies, brands, and agencies all use data today to make more informed decisions on how to spend their time and money in pursuit of larger, more engaged audiences. But, with the proliferations of platforms and their reporting capabilities, they have trouble keeping up and making sense of it all.   With Tubular Video Ratings, Tubular has a shared goal with YouTube of making the complex online video ecosystem easier to navigate with accurate and consistent metrics to help creators, brands, agencies, and publishers make sense of performance metrics and make informed marketing, production, and sales decisions on video platforms like YouTube. Since we created Tubular Video Ratings, Tubular users have been able to leverage simple, consistent metrics for each platform, and compare performance of content uploaded at different times. Tubular Video Ratings were built because we heard an industry need for a standard way to evaluate content performance on and across platforms, across time. However, the definition of a view differs by platform (autoplay or click-to-play), making it challenging to aggregate and compare Tubular Video Ratings for a creator, brand or property across platforms. For example, BuzzFeed Video’s video below has been posted on multiple platforms, and it’s challenging to aggregate the total views that the video has received across different platforms because of differences in platform view definitions: With the Measurement Program, YouTube will work with measurement companies to ensure high quality methodology, accuracy in calculations, clarity in metric definitions and best practice around user data protection. We think that YouTube’s announcement of their Measurement Program today is just the start, and we look forward to working with YouTube as we continue to evolve Tubular Video Ratings to help equip the industry with the right data and metrics to successfully measure on digital video content. We’re excited to support the YouTube Measurement Program and for YouTube to launch this program later this year!

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How YouTube Influences Holiday Purchases

How YouTube Influences Holiday Purchases

Caroline Lu – December 11, 2015

The holiday season is officially upon us, and with it comes the biggest shopping weeks of the year. Preceding occasions such as Black Friday, Cyber Monday, or even a mid-December mall outing, is the extensive online search by consumers for the latest and greatest gift ideas. With over 1 trillion searches a year, Google is undoubtedly a key player in the consumer buying journey. This year, YouTube is becoming a top resource for finding content on popular products to give and receive. In November 2015, some of the top trending searches on Google Shopping identified by Google were smart watches, smart TVs, Levi jeans, holiday onesies and Halo 5: Guardians. Tubular took a look at these products to see if they showed similar dominance in video. We learned that: Halo 5 showed extremely high engagement. Smart watches and smart TVs both had lower engagement rates, even though smart watches reaped in the most total views. One possible reason is that gaming content is conducive to community interaction while electronics content is centered around informative videos such as reviews and recaps that consumers merely watch.  Novelty products like onesies had 2x the engagement compared to classics such as Levi jeans. In addition, holiday onesies have strong traction with influencers whereas the Levi jeans space also includes a fair amount of brand content. A large majority of videos posted about each of these particular search terms are by influencers. Take smart watches, for example. According to our data, YouTube stats leading up to Holiday 2015 show that 96% of the videos posted were from influencers generating a whopping 76% of the views and 90% of the engagements. Brands are also making a final push as we approach the end of the year. Continuing with the smart watch example, Apple has uploaded close to 60 all-time videos pertaining to the Apple Watch. Of these, 1/3 were posted in the last 90 days, and they average of 500,000 views/video and 3,000+ engagements/video. As holiday shoppers add items to their carts, they'll continue to turn to YouTube to help inform their purchasing decisions. What's awaiting them are the brands' compelling messages and the influencers' gift guides and reviews. Note: Data collected is from 1/1/15 - 11/15/15

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Kids And YouTube: How Children Are Watching

Kids And YouTube: How Children Are Watching

Mark Robertson – December 9, 2014

The announcement that Google is creating a YouTube specifically for children indicates that despite being a platform designed for engagers 13 and older, little tykes are already big fans of online video. But if they’re not using their own accounts, how do we know what they’re watching? Certain topics in video content are obviously popular with children; for example, kids loved Frozen in 2014. However, US viewers might not know that children’s content is very popular internationally. Let’s take a deeper dive into these topics to see what the current kids landscape on YouTube looks like. FROZEN Disney’s movie not only cleaned up at theaters, it created a YouTube phenomenon. For example, the top 4 most-viewed cover song videos of 2014 on YouTube are renditions of melodies from Frozen: Although Frozen was a film that every member of a family could enjoy, there are indications that a share of the 93 million views for channel robster1992’s video of a little girl covering “Do You Want to Build a Snowman” come from kids watching on their parents’ YouTube accounts. In fact, let’s look at the demographic breakdown for viewers engaging with Frozen related content on YouTube: DEMOGRAPHIC BREAKDOWN FOR FROZEN CONTENT ON YOUTUBE: Of course, we cannot see demographics for anyone under 13, because they don’t have their own YouTube accounts. However, we can see that 50% of Frozen engagers are over the age of 25, suggesting that this engagement comes from young children watching Frozen videos with their parents via their YouTube accounts. INTERNATIONAL CONTENT Interestingly, there’s a large audience internationally for YouTube content geared towards children. If we take a look at content uploaded from Russia for example, we can see that 4 of the top 5 most viewed videos of all time are for content related to the animated show “Masha and the Bear”: TOP 5 MOST-VIEWED VIDEOS UPLOADED FROM RUSSIA (ALL TIME): Furthermore, if we look at the demographic breakdown of viewers engaging with content uploaded from Russia, we can see that 30% of male engagers are between the ages of 25 and 34: DEMOGRAPHIC BREAKDOWN OF ENGAGEMENT WITH CONTENT UPLOADED FROM RUSSIA: When compared to content uploaded from the US, which breaks down to only 20% male engagers aged 25-34 and when you consider what kind of content uploaded from Russia is getting the most views, “Masha and the Bear” is probably targeting Russian-speaking children watching YouTube on their parents accounts. Children’s content is also very popular in Brazil, where animated content from channel Juptube makes up 3 of the 5 most-viewed videos uploaded to YouTube from Brazil of all time: TOP 5 MOST-VIEWED VIDEOS UPLOADED FROM BRAZIL (ALL TIME): The takeaway is two-fold: first, there is absolutely a huge market for kids content (especially internationally) on YouTube. Second, the kids seem to already be tuning in and we already have a pretty good idea of what that early content will look like. We can’t wait for Children’s YouTube to be unveiled! Data as of 12/8/14

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Demographics on YouTube: Males and Females 18-34

Demographics on YouTube: Males and Females 18-34

Mark Robertson – November 20, 2014

They may all be mid-to-late Millennials, but males and females between the ages of 18 and 34 are watching very different types of content on YouTube. Knowing what different demographics of viewers engage with online is key to brands understanding who their audience is, what kind of of content they should be creating, and which YouTube influencers they should be collaborating with. First, let’s take a look what topics males aged 18 to 34 are engaging with on YouTube: A large category overall in online video, gaming topics are incredibly popular on YouTube with males in the US aged 18-34. For males aged 18 to 24, gameplay is the topic that’s engaged with the most, while film is the most engaging topic for males aged 25 to 34 followed by gameplay and then videos related to the game Grand Theft Auto. Now let’s look at which native YouTube channels males from 18 to 34 are engaging with most: The chart above further proves the popularity of gaming and entertainment channels on YouTube and these creators have a huge influence on how viewers think and on what they buy. Females between the ages of 18 and 34 engage the most with different topics on YouTube than males of the same age: Cosmetics is the top topic for US females 18-34 across the boards. How-to and style videos focused on beauty tips and tutorials can drive engagement on YouTube. Females 18-34 also often engage with music topics on YouTube. The only popular topic both males and females in this age group engage with is film. Let’s see which native YouTube channels females aged 18 to 34 engage the most with: Males aged 18 to 34 are more interested in gaming and comedy (practical jokes especially), while females in the same age bracket are more interested in beauty and music. Let’s take a look at the most subscribed channels on YouTube (not including Vevo): Note that most of the channels in the top ten skew toward one gender; for a few of these channels, they skew almost completely in one direction - heavily male. So, If a beauty brand wants to grow their YouTube audience, they should first look at channels that are popular with females aged 18-34, then see what kind of videos those channels are uploading. Finally, they should create their own content based upon what those females are engaging with and look to partner with YouTubers who are influential within the beauty category for that specific demographic. Understanding how YouTube viewing breaks down demographically is crucial for any brand or anyone looking to reach an audience through online video. * Data in males topics graph taken from 6-month period (10/1/2013 - 4/1/2014) and females topics graph from 90-day period (4/2014 - 6/2014)

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Tubular is Hiring! Welcome to Jobs @ Tubular Labs

Tubular is Hiring! Welcome to Jobs @ Tubular Labs

Mark Robertson – October 7, 2014

Hello from all of us at Tubular Labs! It’s clear from our blog posts that we’re a data-driven company, providing actionable insights for anyone looking to grow their business on YouTube. However, we thought it might good idea to tell you a little bit about what we’re like as a company and what it’s like to work here. [embed]https://www.youtube.com/watch?v=ZIN43yuMaeI[/embed] Tubular is a 30-person team of engineers, online video enthusiasts, experts and marketers. Our headquarters are located in Mountain View, California with employees stationed in Los Angeles, New York and even Ukraine, however, “team” is the key word in the previous sentence. Even though we’re expanding, Tubular has always had an all-hands-on philosophy. Tubular employees wear many hats, work on a variety of projects, and constantly collaborate. We’re building software and tools that use data to help video creators, whether they’re a one-man show, digital agency or Fortune 500 company, make smarter decisions and execute them online. Our products are already being used by more than 2,000 publishers and the features and insights we’re able to deliver are evolving every day. That said, to keep delivering high quality, high value products and insights, we’re growing our team. We’re looking for engineers, marketing, and sales professionals to become part our family. To provide a sense of what it’s like to be a member of the Tubular team, we asked a few employees to tell us their favorite thing about working at our company. Enjoy! Learn more about open positions at https://tubularlabs.com/jobs/ What’s your favorite thing about working at Tubular? [caption id="attachment_841" align="aligncenter" width="542"] Kevin, Software Engineer[/caption] “My favorite part about engineering at Tubular is their willingness to experiment with new and developing technologies. It keeps your skills sharp and relevant in the rapidly changing ecosystem of software development.” [caption id="attachment_840" align="aligncenter" width="531"] Maggie, Software Engineer[/caption] “My favorite thing about being an engineer at Tubular is the high-trust, low-process policy. We can identify a bug at 10am, fix it by noon, and deploy while we eat lunch. There are few places where I can have such a direct impact on a product.” [caption id="attachment_839" align="aligncenter" width="568"] Rishi, Product Manager[/caption] “My favorite thing about Tubular is that we create tools to empower the most amazingly creative people in the world to spread their message and voice through online video.” [caption id="attachment_838" align="aligncenter" width="603"] Lindsay Lamont, Senior Audience Development Strategist[/caption] “My favorite thing about working at Tubular is my co-workers; I’m constantly blown away by their intelligence, creativity and mutual respect for each other. I fully trust everyone that I work with, which makes it easy and efficient to complete projects, collaborate and learn.“ Learn more about open positions at https://tubularlabs.com/jobs/

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Meet the Stars of Fullscreen’s InTour!

Meet the Stars of Fullscreen’s InTour!

Mark Robertson – September 18, 2014

Last Saturday, online video network Fullscreen held a unique, unprecedented event at the Pasadena Civic Arena: InTour. InTour was a live event sponsored by brands like Taco Bell and Forever21 showcasing some of the MCN’s most popular YouTube and Vine talent. Essentially, this concert was meant to showcase some of Fullscreen’s brightest online stars in a real-life setting, proving that these creators can be just as successful “offline.” So who are these YouTube influencers that Fullscreen is betting on for crossover stardom? Let’s take a look at the top five acts with the most subscribers. Connor Franta, Lohanthony, Ricky Dillon, JennxPenn, and Sam Tsui have a combined 9.3 million+ subscribers and a total of more than 352 million views for their YouTube channels. ConnorFranta and Lohanthony are general vloggers while JennxPenn is a millennial-focused lifestyle channel, Rickly Dillon’s channel PickleandBanana is comedy-based, and Sam Tsui’s channel TheSamTsui is all about the music, so the InTour performers cover a wide range of topics. They are all talented, personable, funny, and have wide appeal with teens. Connor Franta Connor Franta is a teen boy who does a vlog about his life. He’s a huge hit with the female demographic (87% percent of his audience is female) with women aged 18-24 comprising 38% of ConnorFranta’s viewers and girls aged 13-17 making up 35% of his audience. Connor’s videos are personal, lighthearted, and often funny. One admirable thing that Connor’s done with his YouTube success is that he’s used it to raise awareness for issues he feels passionately about. In his September 12th video, “Thirsty,” Connor asks people to donate to a charity that provides drinking water for people in third world nations instead of giving him a birthday present. Hilarious and altruistic? No wonder the ladies love Connor Franta. Lohanthony Lohanthony is also a young man vlogging about his life on his channel, so it’s no surprise his audience is very similar to Connor Franta’s audience. Lohanthony’s viewers tend to be a bit older as his videos do include swear words and honest thoughts on controversial subjects. His videos average about 520,000 views per video however, Lohanthony’s more comedy-driven, physical videos like, “Calling All Basic Bitches” and “Me Doing The Cinnamon Challenge” have gotten over 2 million views each. Ricky Dillon (PickleandBanana) Ricky Dillon’s audience skews most female of all (90%). Ricky and Conor both have nearly 12% engagement on their channels. That’s significantly above 2.5% average on YouTube. InTour stars have extremely engaged audiences, which is a good sign for continuing to grow the fan base. Ricky categorizes his videos as Comedy, but his posts are very similar to those of Connor Franta and Lohanthony in that they’re personal vlogs with comedic elements. JennxPenn Jenn’s channel falls into the entertainment category, but uploads very similar videos to the YouTubers mentioned above. In Jenn’s most recently uploaded video, “Pranking Guys on Tinder,” she does exactly that along with friend Hunter March. Jenn’s male audience is a little larger than her fellow InTour performers at 20%, possibly because Jenn is female. Interestingly, some of Jenn’s videos that get the most views have titles like, “Things Guys Do That Girls Hate” (2.4 million+ views) and, “Girls Are Better Than Guys” (1.2 million+ views). Maybe guys are starting to pay attention to Jenn’s insights… Sam Tsui (TheSamTsui) Sam’s channel, TheSamTsui, is one of the most popular music channels in the Fullscreen network with over 1.5 million subscribers. He’s the 33rd top US music channel on YouTube (not including VEVO channels). Sam’s content appeals to both males and females (37% male and 63% female audience demographics). Sam sings original songs and covers. His most successful content by far are his mashups of pop hits. Sam’s mashup of “Let it Go” from Disney’s Frozen and “Let Her Go” by Passenger received an incredible 15,768,749 views. https://www.youtube.com/watch?v=aoBELyv9cgk So do these YouTube sensations have what it takes to make it outside of the world they’ve already conquered? Only time will tell, but ConnorFranta, Lohanthony, PickleandBanana, JennxPenn, and TheSamTsui seem to have solid fan bases that will hopefully stick with them as they transition to different media platforms. *If you’re interested in seeing channel cards for over 2 million YouTube channels, please request a demo of Tubular Intelligence from jon@tubularlabs.com Data as of September 17, 2014. Note: Demographics of each channel are based on public engagement data from Tubular’s AudienceGraph.

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YouTube Billionaires

YouTube Billionaires

Mark Robertson – August 14, 2014

This week, YouTube sensation Michelle Phan is closing in on an incredible feat—more than one billion all time YouTube views. Michelle’s success is amazing, but she won’t be the first channel to cross the one billion view threshold (The Fine Bros recently passed two billion!). In fact, we took a look into our data and found 147 channels that can officially call themselves “YouTube Billionaires.” This week we’re highlighting the YouTube creator personalities who have the most all time views and are growing the fastest. And in the coming weeks we’ll do a deeper dive on other channels that have crossed the billion view mark. Data comes from Tubular’s proprietary AudienceGraph, which analyzes millions of channels and over half a billion videos on YouTube as well as 150 million unique viewers and all their social engagements across YouTube, Twitter, and Facebook. PewDiePie has the most views and is growing the fastest among YouTube personalities VEVO music channel EMIMusic might technically have the most views all time, but PewDiePie has earned the most among YouTube personalities with an astounding 5.6 billion views PewDiePie’s closest rival among YouTube personalities is the duo over at Smosh who have 3.5 billion views, 63% of the views of PewDiePie Ellen Degeneres’ channel proves she’s not just a TV star but also a true YouTube star as well — she was 1 of only 4 YouTube personalities with more than 3 billion views Besides being the biggest, PewDiePie’s channel is also growing faster than any other Youtube channel, with 447 million views in the last 30 days alone Among non-English channels, YouTube Billionaire Werevertumorro of Mexico grew the fastest, with 250 million views in the last 30 days 5 YouTube personalities with the most all-time views 5 fastest growing YouTube personalities in the last 30 days

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Morning News on YouTube

Morning News on YouTube

Mark Robertson – August 7, 2014

This week’s insight focuses on Morning Shows on YouTube, considering videos uploaded in the last week on official channels as well as fan content uploaded by YouTube users. Morning Shows are barely present on YouTube Compared to Late Night, Morning Shows hardly generate any views or engagement, suggesting a missed opportunity for these shows to reach a broader, younger audience Of the shows analyzed, only CBS’s “This Morning” and NBC’s “Today Show” have dedicated official YouTube channels Despite having no official YouTube channel, ABC’s “Good Morning America” earned the most views of all shows analyzed, with over 260,000 views on 29 official uploads in the last 7 days; 22% of those views came from “Dancing with the Stars” related clips CBS’s “This Morning” had the second most views with over 57,000 views on 120 official uploads CNN, FOX News, MSNBC and NBC’s Morning Shows were almost entirely inactive on YouTube in the last 7 days Fan content shows large appetite for Morning Shows on YouTube Unofficial content uploaded in the last 7 days by Morning Show fans accounts for over 384,000 total views, 1.2x more views than official content Compared to official content, unofficial content has also generated 2.9x more engagement (comments and likes) The most popular fan uploads were “Dancing with the Stars” videos from ”Good Morning America”, which received 4x the views as the average official “Good Morning America” upload during that time period Another popular upload was Austin Mahone’s live concert on NBC’s “Today Show” that was uploaded to his VEVO music channel The prevalence of unofficial uploads suggests fans are having a hard time locating official content and there is an opportunity for Morning Shows to engage YouTube fans ABC’s “Good Morning America” and CBS’s “This Morning” were the only Morning Shows active on YouTube in the last 7 days Four of the top five fan Morning Show uploads in the last 7 days were “Good Morning America” clips related to ABC’s “Dancing with the Stars”  

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