Based on viewership and subscriber counts, we ranked U.S. athletes and leagues on YouTube from March 1 through August 26, 2020, during the peak of Covid-19 and the shutdown of most professional sports teams. 

Here’s a quick rundown of what we discovered!

Top U.S. Leagues and Players on YouTube Since March 2020

Our U.S. leagues and players leaderboard showcases the ongoing commitment of leagues on YouTube, with the NBA taking the top spot. More importantly, though, it shows a snapshot of an explosive trend in professional sports of athletes migrating to the platform as a place where they can own their audience and showcase their life off the field. 

Athletes have built a massive fandom, with V30s (average views per video over the past 30 days) rivaling that of the sports leagues. With the pandemic re-shaping professional sports in 2020, the trend of athletes owning their audiences on YouTube has only accelerated. 

Despite seeing an initial dip in sports viewership on YouTube from March (7.5B views) to June (6.2B views) as the world adapted to the pandemic, viewership rebounded from June to August to hit the same viewership numbers from March (7.5B views). 

It’s a testament to the insatiable appetite for sports fans to connect with the athletes they love most. And those that do it best are rivaling top creators — growing their subscriber base, driving engagement, and generating hundreds of millions of views.

Stephen Curry: How Athletes Should Approach YouTube

This growing category within media has endless potential for the athletes, from extending their relationships with fans to developing their off-the-field personae in a controlled environment. And as the numbers suggest, no one has demonstrated the power of YouTube quite like Stephen Curry. 

After launching his production company Unanimous Media in 2018 and partnering with the award-winning content company Portal A to revamp his YouTube channel, Curry quickly grew to become the most-followed athlete in the U.S. with attention-grabbing series like 5 Minutes from Home and viral hits like the Hamilton sing-along with his daughters Riley and Ryan. 

Like many successful athletes on YouTube, Curry has also used his growing influence on YouTube to amplify his brand relationships and endorsement deals. His signature series 5 Minutes From Home, which garnered 15M views on YouTube over two seasons, led to a partnership with Lyft Entertainment, and other videos have featured other partners like Infiniti, Under Armour, and Rakuten, as well as spotlighting his ABC series, Holey Moley. 

Stephen may be the top athlete in the land for now – but the race is on for the #1 spot in 2021!

Want more insights like this?

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We’ve already used these metrics to determine the top media giants from the U.S., the UK, Germany, and APAC. Now, the final area of the world we’re taking a look at is France.

Below you’ll find the top 10 cross-platform French media giants based on true audience measurement, which is based on de-duplicated audience reach and minutes watched by demographics across YouTube and Facebook.

Let’s dive in!

Top 10 Cross-Platform French Media Companies

The French media giant with the largest de-duplicated, cross-platform reach was television channel TF1. This broadcaster alone earned 29M unique French viewers in September 2020, and reached over 40% of France’s nearly 67 million citizens.

France Télévisions came in second with 25.7M unique cross-platform viewers, and Vivendi, which owns properties like Canal+ and Universal Music Group, wasn’t far behind with a unique audience reach of 23.8M. 

In terms of cross-platform audiences, most top French media companies rely on Facebook as the predominant platform for reaching French viewers. France Télévisions and Webedia had the highest overlap between YouTube and Facebook viewers at 39% and 35%, respectively.

Overall, six of the top ten French media companies on this leaderboard reached nearly a third of the French population, seeing at least 20M unique viewers each in September. 

Top French Creators in Key Demographics Based on Audience Measurement

When we looked at France-based media creators as a whole, we discovered that 47% of the 13.6B minutes watched on content from these creators in September actually came from countries other than France. This implies French media creators are adept at exporting their content globally instead of just focusing on local audiences.

These creators reach different demographics, as well. For example, Brut dominated three of the five key age groups for males, with the highest cross-platform French viewership for men aged 18-24, 35-44, and 45+. Brut also had the highest female reach for the 35-44 demographic.

Demotivateur had the highest cross-platform unique French viewership for women aged 18-24, 25-34, and 45+. The remaining female demographic of ages 13-17 was taken by Disney France. Finally, Jellysmack’s European football-focused property Oh My Goal claimed the largest unique reach for males aged 13-17 and 25-34.

French Media Giants Compared by Genre and Minutes Watched

French audiences also spent lots of time on specific genres of content from France’s top media creators. In September, Entertainment for both adults and kids captured over half of French audiences’ attention on French media creators by minutes watched.

In particular, the Entertainment genre earned 41% of total minutes watched by French viewers, while Kids Entertainment & Animation claimed 15% of the total minutes.

The top French Entertainment creator was Vivendi’s talk show Touche Pas à Mon Poste (TPMP) with 173.1M minutes watched in September. The creator with the most minutes watched in the Kids’ Entertainment & Animation genre was French animation company Xilam’s OGGY with 112M minutes watched. 

To round out the genre leaderboards, we saw public service channel ARTE in the #1 spot for News & Politics with 137.7M unique minutes watched, and Jellysmack’s Oh My Goal taking the Sports genre with 51.8M minutes watched in September.

What’s your unique cross-platform reach in France and around the world?

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Using these metrics, we previously delved into media giants from the U.S., the UK, and Germany, analyzing their audiences by cross-platform reach, de-duplicated reach, unique minutes watched, demographics, and more. 

Now, let’s look into the true, cross-platform top 10 Asia-Pacific (APAC) media giants (excluding India) based on de-duplicated audience reach and minutes watched across YouTube and Facebook.

Scroll down to see the top performers!

Top 10 Cross-Platform APAC Media Companies

Four of the top 10 APAC-based media companies reached around 100M unique global viewers in September 2020. The top two companies alone were powerhouses, attracting significantly more than 100M unique viewers each for that same month.

Thailand’s GMM Grammy PLC was the media property with the largest de-duplicated audience on social video in September, reaching 141.5M unique viewers around the world. The Philippines’s ABS-CBN — historically boasting a strong presence on the YouTube leaderboards for views — reached 109.3M unique viewers in September alone.

Indonesia-based Emtek wasn’t far behind with a de-duplicated, cross-platform audience of 97.8M. Its reach was nearly tied with South Korea’s CJ E&M at 97.5M unique viewers. In fifth was Filipino network GMA, claiming a de-duplicated YouTube and Facebook audience reach of 85.1M.

Top APAC Creators in Key Demographics by Audience Reach

When we looked at global audience reach by demographic, different Asia-Pacific media creators came out on top. Indonesian and South Korean companies reached younger audiences the most, while Chinese and Singaporean media giants attracted the older demographics. 

Indonesia’s Indosiar, for example, reached the most global males aged 13-24. South Korean entertainment company Big Hit Labels (which manages the popular K-pop band BTS) was the leader for the female demographic of the same age group. 

Broadcaster Vietnam Television’s entertainment channel VTV Giải trí led the 25-44 males category, while the South China Morning Post claimed the most reach in the 25-44 females and 45+ females demographics. Singapore-based martial arts channel One Championship from Singapore rounded out this leaderboard with the top global unique reach for males 45+.

Media Giants Compared by Genre and Minutes Watched

Finally, let’s dive into the APAC media companies who landed at the top of the September chart for global audiences by genres and minutes watched.

Like the previous media giants reports, we found APAC audiences preferred spending time on Entertainment, which made up over half of the minutes watched by global audiences on APAC-based creator content. Music & Dance came in second with 12% of minutes watched, and News & Politics was a close third with 11%.

As for the top creators, GMM Grammy’s one31 property placed #1 in Entertainment with 2.6B minutes watched. Perhaps unsurprisingly, Big Hit Labels scored top honors in Music & Dance with 920.4M minutes watched, while GMA’s GMA Public Affairs channel earned 1.3B unique minutes watched in the News & Politics genre.

Want to know your unique cross-platform reach in APAC?

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Based on these new metrics, we’ve looked at media giants from both the U.S. and the UK, analyzing their audiences by cross-platform reach, de-duplicated reach, unique minutes watched, and more. 

Now it’s time to do the same for Germany! Read on to see the true, cross-platform top 10 German media giants based on de-duplicated audience reach and minutes watched by demographics across YouTube and Facebook.

Top 10 Cross-Platform German Media Companies

Congratulations are in order for Media Partisans GmbH, whose total de-duplicated cross-platform reach was 127.7M unique viewers in September 2020. Next up was Axel Springer SE with 89M unique cross-platform viewers, followed closely by Deutsche Welle with 63.1M unique viewers.

These top three Germany-based media properties reached over 50M total unique viewers worldwide. This number even included markets outside of Germany, with English-, Spanish-, and Arabic-speaking audiences finding and watching these companies’ content.

Most German media companies have a solid presence across both YouTube and Facebook. The biggest cross-platform audience overlap came from ARD with 32% of its viewers watching content on both platforms. RTL Zwei was a close second with an overlap of 27%.

Top German Creators in Key Demographics by Audience Reach

Speaking of RTL Zwei, the media giant dominated the show when we looked at average audience demographics from July-September 2020. In particular, RTL Zwei had the highest cross-platform unique global viewership for both males and females aged 25-44 of any German-language and Germany-based creator.

As for the 13-24 demographic, ProSieben’s Galileo property was the most-watched among males while the same media giant’s The Voice Kids earned the most unique global viewership and audience reach for females. 

Rounding out the demographics leaderboard was Axel Springer’s Bild, the top contender for global unique reach for males 45+. Newsner’s Newsner Deutsch was the leader for unique female viewership aged 45+ around the world. 

Media Giants Compared by Genre and Minutes Watched

As we did with the U.S. and UK cross-platform media giants, let’s take a look at Germany’s media leaders based on global audiences by genres and minutes watched in September 2020.

The Entertainment genre dominated attention, making up almost half of all minutes watched of German media creator content. Sports skewed significantly lower compared to our findings in the UK Cross-Platform Media Giants report.

The top German-language Entertainment creator was Galileo with 244.9M unique minutes watched in September, while Oggy und die Kakerlaken earned top honors in the Kids’ Entertainment & Animation genre with 153.6M unique minutes watched. Finally, FC Bayern München was #1 in the Sports category with 100.6M unique minutes watched.

Want to know your unique cross-platform reach in Germany?

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In line with our recent U.S. Media Giants report, we have new data that reveals the true, cross-platform top 10 UK media giants based on de-duplicated audience reach and minutes watched by demographic and location across YouTube and Facebook.

Here’s which companies made the leaderboard…

Top 10 Cross-Platform UK Media Companies

Four UK-based media properties reached over 100M unique viewers worldwide in September 2020, based on de-duplicated global viewers with 30-second quality views on Facebook and YouTube. 

Over half of the top 10 companies had audience reach figures higher than the total population of the UK. This implies British media is a key exporter of video content to the rest of the world.

BBC landed at #1 with 269M unique cross-platform viewers, with The LADbible Group also claiming over 200M views. Endemol Shine and WildBrain Spark were #3 and #4, respectively, with over 100M unique views each.

In terms of cross-platform audience overlap, LADbible saw the single largest unique audience on Facebook, with WildBrain Spark attributing most of its viewership to YouTube. BBC’s audience had the largest overlap, suggesting strong brand loyalty across both platforms.

Top UK Creators in Key Demographics by Audience Reach

Specific media creators also appeared on the demographic leaderboard in the UK in terms of unique reach. Based on a quarterly average from July-September 2020, we discovered Endemol Shine Group’s Mr. Bean reaches the most unique viewership across both males and females aged 13-24. 

In the 25-44 demographic for males, LADbible earns the most unique audience reach, while the same age group for females was dominated by Moonbug’s Little Baby Bum. Since Moonbug creates kids’ programming and entertainment, it’s likely mothers in the UK are viewing or co-watching this content with their children. 

Daily Mail Video earned the most audience reach in the 45+ demographic for both males and females. The sweep by Mr. Bean in the younger demographic and by Daily Mail in the older one is a testament to these creators’ far-reaching, effective content strategies. 

Media Giants Compared by Genre and Minutes Watched

Finally, we also looked at the top UK media creators in terms of both genres and minutes watched by global audiences, not just those based in the UK. In September 2020, for example, Entertainment (both adult and kids) and Sports captured over three quarters of the attention on UK media creators by minutes watched.

Mr. Bean again took #1 for the top Entertainment creator for adults with 1.7B unique minutes watched, while Masha and the Bear was at the top of the Kids’ Entertainment & Animation leaderboard with 2.1B minutes watched.

England and Wales Cricket Board placed first in Sports with 613.6M unique minutes watched. Meanwhile, BBC News Arabic beat the company’s UK-based channel to hit 208.7M minutes watched in the News & Politics genre.

Want to know your unique cross-platform reach in the UK?

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That’s all changed with Tubular Audience Ratings, which measure de-duplicated audience reach and minutes watched by demographic and location across YouTube and Facebook. These allow media companies, brands, and agencies to compare, partner, and invest effectively in the video marketplace.

Based on these new metrics, our latest report presents the true, cross-platform top 10 U.S. media giants based on unique reach. 

Read on to see who made the list!

Top 10 Cross-Platform U.S. Media Companies

Based on their September de-duplicated U.S. viewers (with a 30-second quality views) on Facebook and YouTube, ten U.S. media companies came out on top with the largest unique American audiences on social video. 

Disney was #1 with 143M unique cross-platform viewers, while ViacomCBS was a close second with 138M uniques. In third place, New York-based Jellysmack earned 125M unique viewers.

Only six of these top ten U.S. media properties reached over 100M unique U.S. viewers, and Disney is the only media company in the world to reach over 50% of the U.S. population.

Additionally, these ten companies captured 59% of the 50B total minutes watched on media companies’ content in the U.S. in September on YouTube and Facebook.

Audience Measurement Reveals Demographic Leaders

When it comes to reaching unique demographics, we also looked at key media creators to see which were leading the charge from July to September 2020.

As it turns out, six different media creators earned the highest unique viewers in their respective demographics.

Comcast’s Movie Clips, for example, was the #1 property by reach for males aged 13-24. Disney’s SportsCenter earned the most reach for males 25-44, while Fox’s Fox News dominated the 45+ male demographic.

In the female demographics, BuzzFeed’s Tasty was at the top for young women in the 13-24 age range. Moonbug’s Cocomelon was first among millennial women aged 25-44, and Group Nine Media’s The Dodo garnered the most attention from 45+ women. 

Media Giants Compared by Genre and Minutes Watched

From Entertainment to Sports, audiences spent millions of minutes watching individual creators from media giants in the U.S. 

In September 2020, the majority of total minutes watched went to Entertainment content at 32%. Kids’ Entertainment and Animation landed next with a 19% share of the minutes. News & Politics was third with 12%, and Sports claimed 10% of the total watch time.

The top entertainment creator was A&E with 875.1M unique minutes watched in September, while Cocomelon earned 2.8B minutes watched in the kids’ entertainment genre. Fan-favorite World Wrestling Entertainment (WWE) dominated the sports category in September with 910.7M minutes watched.

Want to know your unique cross-platform reach in the U.S.?

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Specifically, we’re looking at the most popular cross-platform publishers and creators from Brazil and Mexico. These countries boast some of the largest consumers of video in the world; in fact, as of 2018, both had a higher percentage of daily video users than the U.S.

Audiences in Brazil and Mexico are clearly eager to watch as much video as they can get their eyes on. So let’s check out what key trends are popping out across the most-viewed video channels, including:

• The growth of family-friendly content: LATAM parents and kids are finding ways to entertain themselves with video.
• A rising interest in unconventional sports: Brazilians and Mexicans are giving their attention to niche athletics you might not expect to see.

These trends are valuable for regional publishers and creators who want to gain more traction, but they’re also highly important for brands and media companies aiming to expand internationally into these markets.

Let’s take a closer look…

September 2019’s Most-Viewed Video Content from Brazil and Mexico

For More Views, Appeal to the Kids

Our monthly YouTube leaderboards routinely show the global popularity of children’s content. Parents around the world are keen on making sure their kids are entertained (or maybe it’s just distracted).

The same is true of families in Brazil and Mexico. September’s most-viewed video publishers and creators from these countries indicate a strong preference for kids’ programming.

For example, across the top 10 most-viewed creators from Brazil, three hail from the family and kids’ entertainment genre (Luccas Neto – Luccas Toon, KidsChannel, and Maria Clara & JP). Two of the top 10 from Mexico feature children’s programming and content, as well: BabyBus and Little Angel Español.

The further down you go on each country’s leaderboard, the more apparent it is how popular kids’ content really is. In Brazil, creator Funny Stacy PRT jumped 48 spots to land at #21 thanks to 131M YouTube views, while Mundo Bita popped into #23 after moving up 27 positions with views from YouTube, Facebook, and other platforms.

Here are some more of September’s most-viewed video creators and publishers from Brazil:

• Patati Patatá (#47 after jumping 44 spots)
• O Reino Infantil (#52 after jumping 18 spots)
• Kids Fun (#67 after jumping 16 spots)
• Dolly’s Stories Kids (#89 after jumping 31 spots)

We see plenty of kids’ programming across Mexico’s top 100 from September, as well.

Creators like Masha y el Oso and Blippi Español landed in the top 20, while Cocotoons moved up 26 spots to claim #65. Channels like Kids First –EspañolLatino and Talking Tom and Friends Español also jumped 11 spots and 31 spots, respectively, to land in the top 100 last month.

Let’s not forget that some of the world’s most well-known children’s characters from top media conglomerates were also hot in Mexico in September. Animated series Ben 10 from Cartoon Network claimed #90, and Jorge el Curioso en Español (Curious George) from NBCUniversal’s DreamWorks company hit #98.

The growth of children’s content in Latin America makes sense when you think about how families are growing in this region. As millennials and younger adults grow up and have children, the more likely they are to keep watching videos for entertainment.

It’s also important to note that some publishers — like Cartoon Network and DreamWorks — are taking a regional approach to their current collection of properties. This helps make the content more relevant to audiences in countries like Brazil and Mexico.

So what does this all mean for media publishers, brands, and creators?

Essentially, it’s a very safe bet to start by producing children’s programming for a Latin American audience. Take a cue from any of the most-viewed video creators above and you’ll be well on your way to millions of views and dedicated followers who currently watch more video content than U.S. audiences.

Sports Media Content Scores Big in Brazil and Mexico

Latin America is well-known for its interest in sports content, specifically football (aka for us non-conforming U.S. citizens). In September, the Brazilian and Mexican leaderboards backed this love of athletics with plenty of highly viewed sports creators and publishers.

In Brazil, Turner’s Esporte Interativo landed in the top 10 after jumping four positions. Further down the chart, publishers like Globosat’s SporTV (#43), FOX Sports Brasil (#44), and independent creator SportsHD (#86) are confidently claiming spots in the top 100.

While not nearly as many sports publishers can be seen on Mexico’s September leaderboard, there’s one standalone creator that shows how some Latin American audiences have a preference for niche or unique sports content: Carreras de Texas.

With a focus on Texan horse racing and horse culture, Carreras de Texas earned nearly 56M views in September to jump +444 spots and land at #89 on the chart!

According to the Texas Racing Association, dates for horse racing in the state started in January and go through mid-November. The rise of interest in horse racing videos across Mexican audiences coincides with these dates, indicating that sometimes niche sports can cross borders.

Speaking of niche sports content, viewership on female sports competitions has steadily grown over the last year or so in the Latin American. The 2019 Women’s World Cup is a perfect example of this.

Video content related to the event garnered 71.2M views in just 90 days by early June 2019. Nike came out ahead with its “Dream Crazier” ad, which co-starred Brazilian football player Andressa Alves (her presence undoubtedly pulled in attention from Brazilian citizens).

For any media publisher looking to grow its reach in Latin America, you don’t need to look any further than sports (both well-loved and more niche). Brands can easily get on board with this interest by sponsoring sports video content, as well; the more the merrier, it seems, when it comes to Latin Americans’ love of athletics.

Latin Americans Are Obsessed with Entertainment

Bonus insight! September’s Brazilian and Mexican leaderboards also showed a massive increase in the consumption of entertainment content. In fact, the majority of the most-viewed video creators and publishers fall into this genre.

We did some digging and found these fascinating data points about entertainment in Latin America from 2018 to 2019 YTD:

• This region alone represented, in many cases, 30%+ of the global entertainment content viewership.
• Entertainment overall grew a in viewership mainly on Twitter (2X), Twitch (2X), and Facebook (~18%).
• 2019 has gotten more views from evergreen content than 2018. LATAM entertainment content on Facebook earned 18% of its total views from evergreen content in 2019 YTD vs 13% in the same time period in 2018. YouTube saw a whopping 55% in 2019 YTD vs 24% in 2018 for the same time period.

Want more snippets like this? Make sure to come back in the future for a full breakdown of the growth of entertainment in Latin America!

Get the Full-List of the Top 25 YouTube Channels & Other Video Platforms

Tune in Every Month for the Most Up-to-Date Stats! Each month Tubular Insights will publish the most up-to-date leaderboard charts, so stay tuned! In the meantime, sign up for a free Tubular account and get access to the complete list of the top 25 video creators across YouTube, Facebook, and cross-platform.

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Don’t believe me? In August 2019, the ten most-watched sponsored content campaigns across YouTube gaming channels and creators earned 23.8M views in their first seven days (V7) alone!

That’s about 300K more views than July’s top ten campaigns earned. While views may not continue to rise every month, this 23.8M count is substantial and shows the undeniable appeal of gaming videos.

So without further ado, let’s check out the top ten sponsored campaigns within the video game industry from August 2019, and what they can teach brands and media companies ready to set up sponsorships of their own.

Top Video Game Industry Sponsored Content from August 2019

How Game Developers Continue to Rake in the Views

The majority of August’s sponsors hailed from — surprise, surprise — the video game industry. Their YouTube gaming partners were clearly chosen to help spread the word about their own titles and new launches.

Near the top of the chart at #2 last month was UK-based game studio Masomo, which specializes in making social games for phones and tablets. The developer worked with a familiar face on the sponsored content leaderboard for gaming: US-based Preston.

Masomo and Preston’s partnership resulted in a popular clip about a real-life “prop hunt”-style game of hide-and-seek, where the participants are only allowed to hide in areas marked off by the same color of tape they were assigned at the start of the game. The shenanigans generated a sponsored V7 of 3M views:

Next up was Monster Legends Community, creator of the role-playing battle game Monster Legends. Based in Spain, the developer of this title teamed up with Canada’s VanossGaming (another familiar face on the sponsored gaming leaderboards) to place third with a 2.6M V7 on a video about Minecraft fails and funny moments.

For August’s fifth most-watched sponsored campaign in the video game industry, we turn our eyes back to the U.S. for both the sponsor Rise of Kingdoms and YouTube gaming creator FaZe Rug. In case you didn’t know, the FaZe Clan is one of the most popular gaming groups in the world, and Rug is a part of it as well as one of its most-subscribed members.

Boasting the highest sponsored seven-day engagement rate (ER7) of August’s top ten campaigns at 3.6x (2.6x higher than average engagement rates on YouTube), Rise of Kingdoms and FaZe Rug’s team-up produced a clip where random strangers on the street were tested on 5th-grade level knowledge for a chance to win $1000. It earned a 2.1M V7.

August’s leaderboard wouldn’t be complete with DoubleJump. The Canadian game developer has been a top ten sponsor on the video game industry leaderboard since March 2019, probably thanks to its monthly partnerships with its co-founder SSundee. The studio and YouTuber had yet another successful video in August about guessing Fortnite skins (2.1M V7).

Last but not least was the France branch of triple-A developer Ubisoft. Working with VanossGaming on a funny moments video from the game Rainbow Six Siege, the two earned a 2M V7 to land at #10 in August.

There are a couple things other game studios can learn from these sponsorship successes. For starters, don’t feel you have to stick with YouTube gaming creators in your own country. If the variety in origin of last month’s sponsors and creators prove anything, gaming is loved the world ‘round and will pull in millions of views with the right partnership.

Also, sponsored content doesn’t have to be just about video games. For example, two of the top campaigns from August both in terms of views and engagements were about real-life games and trivia questions. There’s overlap here to explore related topics that gaming audiences are also excited about.

Did you read this yet? How Omnia Media Is Crushing the YouTube Gaming World

Tech and Food Brands Resonate with Gamers

Each time we’ve covered the sponsored content leaderboard for the gaming industry, we’ve noticed four non-gaming industries do particularly well partnering with creators on branded content: media, tech, electronics, and food. This continued to be true in August, but with a few different sponsors leading the way.

Sitting pretty at #1 was audiobook media company Audible, which sponsored a video by The Game Theorists about popular gamer Ninja’s move from Twitch to Microsoft’s new streaming platform Mixer. The clip pulled in a whopping 3.3M sponsored views in just seven days and was tied with Ubisoft and VanossGaming for the second-highest ER7 of the month at 2.4x.

It’s interesting to note here that Audible is owned by Amazon, which also owns Twitch. Why then would Audible sponsor content that talks about a competitor to one of its sister properties?

The answer could be in the way MatPat of The Game Theorists handled the clip. At the end of the video, he said he believes Ninja’s move to Mixer is doomed, and if this is tied to Mixer in any way failing to launch as a platform, Twitch will still be considered a go-to destination for live game streaming.

But let’s move on to ExpressVPN’s partnership with JonTronShow. The creator has worked with tech brands in the past, so it makes sense he’d be up for working with a VPN provider like ExpressVPN. They earned a 2.5M V7 to land at #4 thanks to a clip of Jon ranking famous architecture and buildings.

There’s also Hot Pockets, which earned a place on July’s leaderboard for the video game industry, as well. The microwavable food company stuck with Preston, its partner from July, to create a comedy video about spying on his wife for 24 hours that landed at #6 for August with a 2.1M V7.

Raycon also appeared on the leaderboard again, this time at #7 thanks to its team-up with Corridor Crew. The wireless earbuds company and the production studio worked together in the past on videos that analyze visual effects, which was the same they did for August except this time they covered poor stunt work to earn a 2.1M V7.

The last brand to land in the top ten was drink company Bang Energy. It partnered with Australian YouTuber Muselk on two videos for a weighted V7 of 2.0M. Both videos feature negative-leaning titles like “I LOST EVERYTHING (Minecraft),” implying that Muselk’s audience is ready to watch potentially controversial or frustrating content regardless of it being branded content or not.

If you’ve followed the last few sponsored gaming leaderboards, you’ve probably noticed that most creators in the video game industry are sponsored by fellow game developers, tech companies, food brands, and a couple of other industries.

While these types of companies will probably continue to dominate gaming sponsorships, we’re excited to see new industries that don’t seem related to gaming eventually get involved in the space. There’s plenty of room to share, especially the more popular gaming and esports become.

Curious to learn more about the gaming industry in online video?

The post August’s Top Video Game Industry Sponsored Content Is Here appeared first on Tubular Labs.

The top 10 YouTube channels from last month pulled in roughly 16.6B total views, with the top two earning at least 3B views each. Four of these top ten also increased their rankings in August.

Here are the top trends we noticed from last month’s YouTube leaderboard:

• International content is expanding. While we’re used to seeing India-based entertainment and programming on these leaderboards, even more countries like Japan, Mexico, and the Philippines are starting to show up across multiple categories, including children’s entertainment, music, and news.
• Gaming, science, and tech channels landed in the top 100. These three genres experienced the most growth in views in August outside of entertainment, music, and kids’ programming.

Read on for a breakdown of the channels and creators who landed on the leaderboard!

You can also see more August leaderboards here.

Top YouTube Channels August 2019

As the chart above shows, the top YouTube channels from August are primarily Indian, Spanish-speaking, and entertainment-focused. However, we have to acknowledge the accomplishment of Cocomelon, a children’s entertainment channel that’s battled to get to #1 for months and finally claimed the spot last month to beat out long-time competitor T-Series.

Speaking of children’s content, Argentinian El Reino Infantil also worked its way into the top ten after jumping five spots to land at #9. In a similar move, Zee Music Company increased five positions, rounding out the top ten YouTube channels of the month at #10.

Four channels — ABS-CBN Entertainment, Like Nastya Vlog, SAB TV, and WWE — held the same spots from July. ZeeTV and SET India also stayed in the top five most-watched YouTube channels in the world.

Now let’s check out the main trends that showed up last month…

Going Global: International Channels Expand Their Presence

Clearly, many of the most-viewed global YouTube channels hail from countries other than the United States. But even more countries and languages are starting to show up across multiple categories on the leaderboards each month.

For example, let’s look at shfa and shfa2 from the United Arab Emirates. The children’s entertainment channels have slowly worked their way up the chart and hit #49 and #61 respectively in August. They’re some of the only Arabic-language channels on the leaderboard.

There’s also Raffy Tulfo in Action. The official YouTube channel of the news and politics journalist landed in the top 100 in July at #87, and jumped 28 spots last month to claim #59. Tulfo’s channel is based in his home country of the Philippines and is conducted in the Tagalog language.

Japan is also finding representation across the top YouTube channels thanks to a channel called Fischer’s. The entertainment vertical skyrocketed 94 spots to hit #83 with over 320M views last month.

Finally, Anuel AA provides yet another Latin-based channel to August’s leaderboard. The Puerto Rican rapper won the 2019 Billboard Latin Music Award for New Artist of the Year. His channel increased its ranking 147 spots last month to claim #85.

Despite multiple pressures to improve its platform over the last couple of years, YouTube still provides an excellent opportunity for international creators and brands to grow their online video strategy. The growth of international content across the top YouTube channels proves there are plenty of eyeballs ready to watch more!

Gaming and Tech Earn Spots Across the Top 100 YouTube Channels

Back in June, we noted how white space content was popular on YouTube that month, with channels like the International Cricket Council landing in the top 100. While super-niche channels didn’t appear on August’s leaderboard, three genres did gain more of a presence: gaming, tech, and science.

Individual gaming creators competed against media and entertainment channels to boast top 100 spots last month. PewDiePie, for example, hit the top 20 at #16 thanks to more than 636M views.

The Swedish gaming YouTuber boasts one of the most-subscribed YouTube channels in the world (his subscriber count competition with T-Series has been well-documented). PewDiePie’s growth on August’s chart was likely bolstered not from gaming content, but from his wedding video on August 19, which earned 28.2M views alone:

Another gaming creator got in the top YouTube channels for non-marital, actual gaming reasons. Jelly, for example, is a relative newcomer to the chart at #82 this month. The YouTuber describes his channel as a child-friendly place to watch gaming content. His most-viewed video from last month about surviving a tsunami in GTA V earned 8.5M views.

Finally, YouTube creator MrBeast landed at #77 in August after jumping an impressive 163 spots. While technically a comedy entertainment creator, MrBeast is tied to the gaming community in that he’s well-known for donating thousands of dollars to Twitch streamers (and his audience is also likely to watch PewDiePie content).

Interestingly enough, science and tech channels also worked their way onto August’s YouTube leaderboard. German-based creator HaerteTest seemingly popped out of nowhere to claim #74 with more than 347M views. The channel also boasts the #1 cross-platform global spot for science & tech influencers and the #1 spot for overall creators across all genres and platforms in Germany!

So what’s HaerteTest’s deal? Lots of fun videos about crushing soft items under car tires. This one, for example, earned 192M views in August:

Last but not least, we have to give a nod to Samsung, whose India-based channel hit #90 in August. As the only tech brand on the leaderboard last month, its channel boasted millions of views on its “Add More Love” campaign featuring its latest line of household appliances and an announcement clip for the new Galaxy Note10.

What does this mean for media companies and brands looking to up their YouTube strategy? It may be worth it to look into sponsoring content with popular gaming and science creators, for starters. And tech brands in particular shouldn’t underestimate the value of YouTube as a platform to host ad content for internationally-inclined audiences.

Tubular Video Ratings (TVRs)

You’ll notice some exclusive data in this month’s chart as we include TVRs, a unique group of online video metrics that set the standard for measurement of views and engagements across videos and publishers. They include a simplified first 30-day engagement rating (ER30) and first 30-day views (V30).

Get the Full-List of the Top 25 YouTube Channels & Other Video Platforms

Tune in Every Month for the Most Up-to-Date Stats! Each month Tubular Insights will publish the most up-to-date leaderboard charts, so stay tuned! In the meantime, sign up for a free Tubular account and get access to the complete list of the top 25 video creators across YouTube, Facebook, and cross-platform.

The post The Top YouTube Channels from August Are as Global as Ever appeared first on Tubular Labs.

For July’s sponsored food videos leaderboard, the top ten most-viewed content in the first seven days generated 26.8M total sponsored views (V7)!

When we dug into these clips, we discovered some great morsels of information and strategy that other food brands (or those outside the industry) can adopt. Let’s dive in…

Top Sponsored Food Videos from July 2019

So Yummy Lands Food and, Oddly, Tech Partnerships

First Media’s So Yummy has consistently landed in the top ten most-viewed leaderboards for the food industry. While July was no different, one of So Yummy’s partnerships was definitely outside the box.

Sitting at #1 is a video the food publisher created with food brand Daily Harvest, a delivery service which specializes in pre-made frozen meals and smoothies. With a sponsored V7 of 5.6M views, the clip features different ideas for livening up (aka boozing up) summer shakes:

But it’s not So Yummy’s/Daily Harvest’s co-creation we’re interested in. Rather, the food publisher’s second partnering in July (and, as it happens, the second most-viewed video by V7) is what’s fascinating: video game brand Slotomania.

What is Slotomania, you may ask? It’s a mobile platform with free slot machines and gambling-style games. This type of sponsor doesn’t seem related to So Yummy, but the result is actually a no-brainer — the two worked together to create a slot machine cake! Viewers seemed to crave it, too, with a sponsored V7 of 3.3M views.

In the gaming industry, it only makes sense for video game creators, developers, and platforms to work with gaming creators. However, those sponsors pairing with food publishers seems less intuitive, until you see So Yummy’s success with Slotomania.

Sometimes, partnering with food industry publishers and creators can work for sponsors outside of that realm. All you have to do is be willing to get creative!

Also Check Out: Battle of the Fast Food Chains: Who’s Winning on Social?

Foodbeast and Twisted Lead Partnerships for Food Videos

The rest of July’s top sponsored food videos are quite simple: they were all created by foodie sponsors and creators. Of course, “simple” is a relative term.

This is especially true when considering that five out of the top ten most-watched sponsored food videos in July hailed from just two creators: Foodbeast and Twisted. This clearly wasn’t a simple coincidence — it was a pointed effort to create some amazing sponsored content.

On Foodbeast’s part, the U.S.-based food and drink publisher, which dubs itself “the food news source,” worked with both Stubb’s BBQ Sauce and Korean cuisine brand Bibigo.

The Stubbs video about a jalapeño popper BBQ bacon meat log got viewers drooling and viewing. The clip earned 3.2M V7 views to land at #3, just behind sponsored content whiz So Yummy.

Foodbeast’s video with Bibigo featured a recipe for a Korean hot chicken biscuit, and pulled in 2.1M V7 views to claim #6 in July. Not a bad month at all for Foodbeast, but can it continue its lead over the next few months?

As for Twisted, the UK-based Jungle Creations property has had plenty of solid success with its food videos in the past. In fact, the publisher is so popular, it’s managed to expand into physical restaurant locations (with more on the way).

In July, Twisted saw similar cravings for its content from online viewers. Three of the top ten sponsored food videos were created by the publisher, sponsored by alcohol beverage company Baileys, frozen food brand Birds Eye, and cheese company Boursin UK.

The Baileys and Twisted partnership landed at #8 and pulled in the most sponsored views at 1.8M V7 out of all Twisted’s collaborations. This is thanks to a delectable-looking, sugary clip about a strawberries & cream sticky swirl buns. (We should note that Baileys scored another top clip with Tasty, BuzzFeed’s food property, so the liquor brand earned plenty of reach!)

Twisted came in at #9 with Birds Eye on a video about fish finger lasagne (1.7M V7 views), and also claimed the final spot on July’s sponsored food videos leaderboard alongside Boursin with a clip featuring a club sandwich cake (1.6M V7 views).

Other food industry sponsors from July included bakery company Bimbo México and loyalty rewards program Grill Perks, while other top culinary creators were Tastemade Espanol and barbecue-focused Grilled.

If July’s sponsored food videos leaderboard teaches us anything else, it’s that viewers around the world are ready to consume more eats-based content. Twisted definitely helped lead the charge, but it’s clear other creators are excellent partners for sponsors eager to launch into the food category, too.

Still hungry for more content?

Check out how food brands like Coca-Cola, Baskin Robbins, and Burger King helped to promote Stranger Things Season 3!

The post Hungry? Check Out the Top Sponsored Food Videos from July 2019 appeared first on Tubular Labs.

In addition to the millions of views earned by gaming media and brands every month, sponsored content across gaming creators is also driving impressive numbers. In July, for example, the ten most-watched sponsored videos pulled in 23.5M total views in just seven days (V7)!

Let’s take a closer look at the top ten branded gaming campaigns, and what they can teach media companies and brands about partnership opportunities in the gaming industry.

Top Gaming Industry Sponsored Content from July 2019

Reaching Gamers Is Easy with Gaming Partners

Back in May, we talked about how it just makes sense for video game developers and platforms to market to gaming audiences. Three such brands embraced this opportunity in July, as well.

DoubleJump was the only game studio from May that also appeared on July’s branded content leaderboard in the gaming industry. The Canada-based developer teamed with American YouTube gamer SSundee on a video about playing hardcore Minecraft to earn 1.9M V7 views and a whopping 7-day sponsored engagement rate (ER7) of 9.5x, compared to an average platform baseline of 1x!

Canada was clearly represented in July, as there was also Vancouver-based Phoenix Labs at #9. This studio partnered with fellow Canadian VanossGaming to promote its title Dauntless, a team-up which pulled in a solid 1.5M V7 views.

Finally, we saw Decentraland work with game compilations channel Red Arcade. In case you’re not familiar with Decentraland, it’s a virtual reality platform where users can buy and develop virtual plots of land with cryptocurrency. It sponsored a Fortnite fails compilation video, resulting in 1.1M V7 views.

The most interesting thing to note about these three video game platforms is that two of them weren’t highlighting their own titles or content. Instead, they chose to bet on the similar interests between their users and their partners’ viewers.

Clearly, this strategy paid off for them, since they landed in the top ten most-viewed global sponsorships in the gaming industry last month. Other video game developers, take a cue!

Don’t Miss: How Omnia Media Is Crushing the YouTube Gaming World

Tech and Electronics Companies Capitalize on the Gaming Industry

Another natural pairing with video games is tech and electronics. Five out of the top ten most-viewed sponsored campaigns from July hailed from these industries.

Raycon was the lucky #1 sponsor last month. The wireless audio and earphone brand, launched by rap artist Ray J, landed an impressive 5.5M sponsored V7 views thanks to its partnership with Corridor Crew.

While Corridor Crew is technically a production studio, it’s heavily involved in the gaming industry. It’s most well-known for riffing on and fixing poor visual effects from popular games, movies, and TV, which is what it did for the Raycon campaign:

At #2, we saw Swagbucks, an online coupon and loyalty rewards redemption platform. Teaming with long-time gaming creator JonTronShow, the two developed a video based on the idea of having a fireside chat with Jon himself. The collaboration pulled in 3.2M V7 views.

TikTok stayed on the leaderboard for another month in a row to place #4. Like DoubleJump, the growing-fast short-form video app worked with top gaming creator SSundee in July for an average V7 of 2.3M on two videos featuring unique game modes in Fortnite.

Ecommerce and coupon browser plugin Honey also appeared again on the sponsored leaderboard for the gaming industry in July. It’s little surprise the plugin platform teamed with previous partner The Game Theorists, a collaboration that seems to work well for both of them (July’s Super Mario Maker 2 video hit 1.9M V7 views to land the sponsor and creator at #5).

Finally, we saw Drop coming in at #7 thanks to a video with New Zealand YouTube creator McCreamy. Drop, an e-commerce website for niche products, was on the gaming industry sponsored leaderboard in May, as well; July’s partnership earned it a 1.7M V7 on a (surprise!) Fortnite clip where McCreamy tries to win games with headshots only.

Media and Food Round Out July’s Sponsored Gaming Leaderboard

Last but not least, July saw two industries on the sponsored leaderboard chart that may not seem as related to gaming as the previous sponsors: media and food.

Technically, media companies relate well to gamers because of their penchant for pop culture. Universal Studios Entertainment was betting on this when it convinced U.S. gaming creator Kwebbelkop to take the “Try Not to Say Wow” challenge to promote Spider-Man: Far From Home. The sponsored V7 hit 1.9M:

For the last sponsor to land on July’s gaming industry sponsored leaderboard, we have Hot Pockets (anyone else hear Jim Gaffigan there?). Coming in at #3, the microwavable food brand teamed with 24-year-old gamer Preston to film a hide-and-seek video with his sister to keep his Hot Pockets away from her jealous hands (2.5M V7).

Despite seven out of these ten sponsors not hailing from the gaming industry, it’s obvious these partnerships all paid off and that being outside the industry doesn’t seem to matter.

The reality is that gaming sponsorships are becoming bigger by the day, and if they’re done right with well-matched partners, these sponsorships can last for months or even years to come.

Curious to learn more about the gaming industry in online video?

Learn more about the opportunities for creators and brands in this emerging space in our market snapshot. 

The post Here Is the Gaming Industry’s Top Sponsored Content from July appeared first on Tubular Labs.

Last month’s chart shows that the top 10 YouTube channels generated nearly 16.4B total views. Not only that, but all ten of these channels earned 1B views each, the first time that’s happened in this writer’s memory.

Across the top 100 YouTube creators and channels, we also noticed two main trends:

• Niche channels are making an appearance. Some publishers have already uncovered the power of white space and niche content, but others are starting to take advantage of the opportunities that come with this type of YouTube content.
• Media companies are throwing efforts behind popular properties. Amongst a slew of children’s programming and Indian media companies, two global media giants saw impressive growth in June.

Let’s take a closer look at these trends and the channels driving them below.

Check out all of this month’s leaderboards here!

Top YouTube Channels June 2019

Niche Channels Earn Coveted Spots on the Chart

Back in April, we noted how niche and white space content was becoming more popular across Facebook video publishers. Now that seems to be the case on YouTube, as well.

In June, we noticed two niche channels in particular jumping leaps and bounds into the top 100. The first was the International Cricket Council (ICC). Cricket was on the minds of viewers around the world due to the 2019 Cricket World Cup, which ended on July 14 with a victory by England over New Zealand.

Surrounding the tournaments, cricket aficionados devoted millions of views to match-based content in June. The ICC uploaded 457 videos last month, the most popular of which boasted 21.9M views. It features a match highlight between competing teams India and Pakista

ICC capitalized on the World Cup by uploading match highlights throughout all of June, giving audiences exactly what they wanted on that platform. Both the views and high engagements (232K alone on the video above) helped ICC jump +1251 spots last month to place #35 on the leaderboard.

Another impressive jump across the top YouTube channels June saw was from 5-Minute Crafts TEEN. With a change of +847 spots to land at #94, this channel focuses on DIY hacks and tricks to improve the lives and hobbies of teenagers. Perhaps unsurprisingly, the channel’s top clip from June was a list of ways to make young people’s Instagram photos viral (32.1M views and 983K engagements!).

5-Minute Crafts has always had a steady place on the monthly YouTube chart, but this targeted channel is a new venture that clearly paid off. In addition to its overall YouTube rank increase, 5-Minute Crafts TEEN improved 52 spots on the global entertainment influencers YouTube leaderboard to place #4 in June.

Will the trend of white space content continue to grow on YouTube? We’ll have to see in the coming months — logically, it just seems like a smart idea, because video is just becoming more proliferous online.

As such, it couldn’t hurt for brands and media companies to start up their own niche YouTube channels. Finding white space early on gives you that much of a headstart on both reaching more viewers and establishing a relationship with them.

Disney, RTL Properties Prove Their Worth on YouTube

Some media companies have cracked the code for running successful YouTube channels. Disney is easily one of the most experienced, and continues to transfer that knowledge to growing more of its properties.

For starters, we saw DisneyMusicVevo, the main channel for Walt Disney Records, land for the first time in the 100 top YouTube channels at #83 (+55 spots from May). With more than 286 million views, Disney Music’s most-viewed clip from June was “A Whole New World” from the new live-action Aladdin (which also happened to do very well in the box office):

Another Disney property also improved its ranking in June. ESPN is a new face to the top YouTube channels June leaderboard after jumping 64 positions to land at #84. Many of the channel’s top videos from June are interviews and behind-the-scenes content of basketball celebrities and predictions. Obviously, moving beyond just the highlight reel worked well for ESPN last month.

Finally, let’s take a look at America’s Got Talent, owned by RTL’s Fremantle Media Group. The global media giant recently placed on the Facebook leaderboard in April for its Got Talent Global property, and now it’s experiencing success on YouTube, too.

What helped America’s Got Talent land at #80 after bumping up a whopping 563 spots in June? Videos pulling on some heartstrings, of course. For example, a clip of an 11-year-old violinist and cancer survivor earning the hard-to-get approval of judge Simon Cowell pulled in 26M+ views alone.

The message here to media companies is clear: knowing what your audiences want will help you grow your YouTube channel. For Disney, piggy-backing off the success of one of its recently released films and providing background clips for sports fans bumped its views, while RTL just had to highlight the touching moments viewers love to share and watch over and over again on America’s Got Talent.

Tubular Video Ratings (TVRs)

You’ll notice some exclusive data in this month’s chart as we include TVRs, a unique group of online video metrics that set the standard for measurement of views and engagements across videos and publishers. They include a simplified first 30-day engagement rating (ER30) and first 30-day views (V30), and more information can be found here.

Get the Full-List of the Top 25 YouTube Channels & Other Video Platforms

Tune in Every Month for the Most Up-to-Date Stats! Each month Tubular Insights will publish the most up-to-date leaderboard charts, so stay tuned! In the meantime, sign up for a free Tubular account and get access to the complete list of the top 25 video creators across YouTube, Facebook, and cross-platform.

The post Niching Down and Rising Up: Top YouTube Channels June 2019 appeared first on Tubular Labs.