STATE OF ONLINE VIDEO

Table of Contents

03 05 06
Introduction TLDR: Fast video Growth and
to our Q3 report facts from Q2 content
2018 opportunities
by vertical

09 44 45
Five Mega Tubular Takeaways BONUS: ‘Fortnite’,
Trends to power from the State of beyond gaming
your video Online Video
strategy

WWW.TUBULARLABS.COM O2
Introduction to the Q3 2018
State of Online Video

WWW.TUBULARLABS.COM O3
Introduction: The Verticalization of Social Video
We hope you enjoy this
installment of our
State of Online Video
from Tubular Labs
SOURCE: TUBULAR LABS
Welcome to the 2018 Q3 installment of our State of Online Video report, in
which we explore the mega and micro trends that video analysts and creative
strategists alike need to shape their video strategy.
One major theme of this report is the ‘Verticalization’ of social video: We
highlight a growing number of publishers who are experimenting with a portfolio
approach to audience building by launching a number of related brand channels
focused on specific genres.
In the rest of this report, we take a overview of the social video landscape
by vertical, identifying five mega trends that speak to the the growth drivers,
competitive dynamics, and whitespace for publishers and brands alike who seek
to grow, reach and engage their audiences through new subject matter.
WWW.TUBULARLABS.COM O4
TLDR: Fast video facts from Q2 2018

20x +18% Over 4B 1:6 24%

The rate of Sports Q2 growth of Sports Global views on The ratio of World 5-Minute Craft’s share
Media view growth media views on K-pop music videos Cup vs non-World Cup of voice dominates
coming from top YouTube related soccer views on Home & DIY on
international creators YouTube YouTube

248M >50% +9.5% 18.1M Over 700

Facebook views gained The percentage of Local news on Average 30-day views Sponsored YouTube
in the Science & Tech 5-Minute Craft’s views Facebook view growth (V30) for uplifting videos mention ‘Fortnite’
vertical despite a drop from “DIY hack” videos stories on Facebook
in videos uploaded on YouTube

SOURCE: TUBULAR LABS WWW.TUBULARLABS.COM O5

Growth and content
opportunities by vertical

WWW.TUBULARLABS.COM O6
 Genre Opportunity Map: Size, growth and opportunties by genre on Facebook

Business
554M Key Insight: On Facebook, Food & Drink
+51.6%
proves to be more than just a “trend” -
the genre generated more views than
beauty, science & tech, gaming, fashion
& style, and education combined!
Q2 GROWTH

Family &
Parenting
1.5B Education
+13.2% 7.9B
+10.2% Home & DIY News & Politics
Science &
10.5B 54.6B
Tech
+9.9% +9.7%
Gaming 8.5B Food & Drink
Kids Film & Entertainment
45.5B
Entertainment
5.2B Cars, Trucks +8.7% Beauty Movies Sports 374B
+9.3%
+9.1% & Racing 9.7B 15B 37.7B +9.3%
2.4B
Fashion & 8.3B +8.2% +8.7% +8.5%
+5.8%
Style +7.9%
4.1B
+7.6%

Q2 FACEBOOK VIEWS

SOURCE: TUBULAR LABS MARKET REPORTS WWW.TUBULARLABS.COM O7

 Genre Opportunity Map: Size, growth and opportunties by genre on YouTube

Business
376M
+23.4%

Entertainment
Kids 266B
Q2 GROWTH

Family & Food & Drink

Parenting Home & DIY Film & Entertainment +12.5%
43.4B 188B
1.8B 12.4B Movies News &
+13% Politics +12.3%
+15% +12.5% 47.4B
Education +13.2% 57.2B
Fashion &
Style Sports +12.5%
12B
Beauty Science Cars, Trucks 52.9B
6.0B +11.2%
24.7B & Tech & Racing +11.4%
+12.1%
31.9B 32.1B
+10.1% Gaming
+10.1% +10.4%
139B
+8.6%

Q2 YOUTUBE VIEWS

SOURCE: TUBULAR LABS MARKET REPORTS WWW.TUBULARLABS.COM O8

Five Mega Trends to Power
Your Video Strategy

WWW.TUBULARLABS.COM O9
Five 02
03
Trends
Tech & DIY: The
dark horses of
The Tentpole
social video
01 Effect in
Sports
International
creators are
driving growth 04 05
verticals Local news The Duration
and uplifting Differentiation
stories are
News winners

SOURCE: TUBULAR LABS WWW.TUBULARLABS.COM 10

Think globally: Genre growth driven by international creators
In Q2 2018, Sports, Family &
Parenting, Food, and Music were
among the highest growing social
video verticals by views. The
growth in these verticals is largely
driven by a surge of views from
international creators.
SOURCE: TUBULAR LABS
Spanish sporting leagues and family & parenting brands
doubled down in the quarter.
Mexican sports media, food brand and influencer views
grew 40% average across the board.
India, Singapore, Malaysia, Vietnam and South Korea
creators also drew an increase in views across genres.
For video analysts and creative strategists, look outside
your geographical and genre boundaries to uncover
strategies, decipher success stories, and learn from mistakes
that haven’t reached your market or genre yet.
WWW.TUBULARLABS.COM 12
On Facebook, Spanish, LATAM, and APAC Creators are driving the audience growth
in Sports Media, Family & Parenting Brands and Influencers

SPORTS MEDIA FAMILY & PARENTING BRANDS INFLUENCERS

Global Q1-Q2 Growth Global Q1-Q2 Growth Global Q1-Q2 Growth

+2% Views +31% Views +8% Views

Driven by views in: Driven by growth in: Driven by growth in:

Spain (1.9B, +44%) Spain (543M, + 73%) Mexico (1.8B, + 48%)

Brazil (1.7B, +16%)
Mexico (975M, +33%)
Turkey (980M, +114%)
Singapore (913M, +30%)
Malaysia (216M, +128%)
India (593M, +65%)
Colombia (152M, +43%)

SOURCE: TUBULAR LABS WWW.TUBULARLABS.COM 13

Similarly on YouTube, international Creators are key growth drivers in the
Sports Media, Food and Music & Dance genres

SPORTS MEDIA FOOD BRANDS MUSIC & DANCE MEDIA

Global Q1-Q2 Views Global Q1-Q2 Views Global Q1-Q2 Views

51B, +18% Views +26% Views 346B, +7%

Driven by views in: Driven by growth in: Driven by growth in:

US (5.5B, +5%) Mexico (1B, + 33%)
UK (1.3B, +18%) US (2B, +6%)
India (415M, +80%) Brazil (648M, +23%)
Vietnam (486M, +56%)
India (707M, +17%)
India (24B, +12%)
US (11.5B, +8%)
South Korea (4.3B, +7%)

SOURCE: TUBULAR LABS WWW.TUBULARLABS.COM 14

K-Pop is a growing, global sensation

KOREAN MUSIC & DANCE

BLΛƆKPIИK’s GLOBAL
Q2 Benchmarks AUDIENCE LOCATION

Global sensation Blackpink’s engaged audience

comes mostly from the US
+7%
Q2 Growth in
Korean Music & Dance views

4.3B
Views MOST-VIEWED KOREAN
Most-Viewed
MUSIC
Korean CREATORS
Music Media
BLΛƆKPIИK
1theK (원더케이)
ibighit
SMTOWN
jpyentertainment

SOURCE: TUBULAR LABS WWW.TUBULARLABS.COM 15

Consider an event strategy: Sports
Audiences everywhere turned
to social to celebrate and connect
over sports in Q2, from the FIFA
World Cup, Champions Leagues
and Championships, and more.
When it comes to sports, program
for the world, because the world
is watching.
SOURCE: TUBULAR LABS
There are two words to describe sports in Q2:
Football Fanaticism. Fans flocked to social video to unite
over the 2018 FIFA World Cup, the global tentpole of the
year - and stayed for more soccer and adjacent content,
creating opportunities for all content creators to tap into
the global fanfare.
Consumer brands in the know maximized this global
attention, partnering up with soccer heavyweights to
generate the most-viewed sponsored campaigns of
the quarter.
WWW.TUBULARLABS.COM 17
Sports Media on Facebook saw a 2% view growth in Q2, with major championships
and the FIFA World Cup driving views and video sponsorships

MEGA CREATOR BENCHMARKS TOP SPORTS MEDIA CREATORS TOP SPORTS MEDIA CREATORS

(>1M Views in Q2)

+2%
Q2 Growth in Sports
media views

37 B
Total Q2 Views MOST-VIEWED SPORTS-MEDIA MOST-VIEWED SPONSORED CAMPAIGNS
NBA (US) Hyundai + FIFA World Cup
ONE Championship (SG) Pepsi + UEFA Champions League
551 M SPORTbible (GB) Heineken +UEFA Champions League
Views Gained Since Q1 adidas Football + Real Madrid C.F.
WWE (US)
Real Madrid (ES) Gatorade + Leo Messi

2M
Average V30*

SOURCE: TUBULAR LABS WWW.TUBULARLABS.COM 18

In Q2 2018, World Cup content on both platforms produced more engagements
than baseball, tennis, and golf combined

World Cup received more Facebook engagements than

baseball, golf, and tennis combined
20.3M

12.9M

4.0M
3.3M

World Cup received more YouTube engagements than

Engagements
baseball, golf, and tennis combined
World Cup Baseball Tennis Golf
10.9M

6.1M

2.1M
1.8M

Engagements

World Cup Baseball Golf Tennis

SOURCE: TUBULAR LABS INTELLIGENCE. ALL METRICS FROM Q2 2018. WWW.TUBULARLABS.COM 19

In Q2 2018, post-match World Cup highlights generated some of the highest
engagement rates

TOP ENGAGING WORLD CUP VIDEOS

KOREA REPUBLIC V GERMANY - 2018 SHAWN MENDES X PORTUGAL GATORADE | HEART OF A LIO

Highlights from one of the A music video for Portugal’s A moving animated short
biggest upsets during the 2018 official World Cup song depicting Lionel Messi’s life
World Cup featuring Shawn Mendes story in becoming one of the
best football players

SOURCE: TUBULAR LABS INTELLIGENCE. ALL METRICS FROM Q2 2018. WWW.TUBULARLABS.COM 20

 Futbol Fever: Global excitement around the World Cup drove an appetite for soccer
content that went beyond the main event
WORLD CUP CONTENT RELATED NON-SPORTS CONTENT

Non-World Cup
Soccer Content,
10.4B World Cup, 1.6B

Uruguay v Portugal – 2018 FIFA This deaf-blind soccer fan is still able
World Cup to enjoy the magic of the World Cup!

NON-WORLD CUP SOCCER CONTENT RELATED NON-SPORTS CONTENT

World Cup,
849.8M
Non-World Cup
Soccer Content,
2.1B

10 Times Neymar Proved That He Is Snacks para dias de jogos da Copa

Worth $222 Millions
SOURCE: TUBULAR LABS INTELLIGENCE. ALL METRICS FOR WORLD CUP LIMITED TO Q2 2018. WWW.TUBULARLABS.COM 21
But Q2 sports views went far beyond the World Cup:
Facebook was the home for a wider variety of sports coverage: key tentpoles and
championships captured just 1/3 of views on Facebook, compared to over 1/2
of views on YouTube

Soccer, 33.0%
Other Sports, Soccer, 14.1%
67.7%

#1 Video
#1 Video
“Bowling” from
Basketball, “Portugal vs Spain”
Whistle Worthy 11.0% Basketball, 8.0%
from FIFATV
V30: 57.1 M
Other Sports, V30: 57.3 M
Wrestling, 3.8% 44.6% Wrestling, 10.3%
Baseball, 2.0%
Baseball, 2.4%
Golf, 0.9% Golf, 0.9%
Tennis, 0.6%
Tennis, 0.7%

In Q2, soccer captured 2.8x more YouTube views than

basketball, baseball, golf, and tennis combined

SOURCE: TUBULAR LABS INTELLIGENCE. ALL VIEWS COUNTED ARE FROM VIDEOS WITH MORE THAN 1K VI WWW.TUBULARLABS.COM 22
Sports around the world on Facebook
From the World Cup to the Champions League, audiences came to Facebook to connect
and celebrate with their favorite athletes and teams, regardless of production value
SPAIN MEXICO SINGAPORE INDIA

SOURCE: TUBULAR LABS

Cristiano Ronaldo’s best Messi greets fans as Team Alain Ngalani’s 11 second Highlights from one of
goals for Real Madrid Argentina arrives at the knock-out in the ONE the biggest upsets during
V30: 20.6M World Cup V30: 9.5M Super Series V30: 20.6M the 2018 World Cup

Driven by views in: Driven by views in: Driven by views in: Driven by views in:
Spain (1.9B, +44%) Mexico (975M, +33%) Singapore (913M, +30%) India (593M, +65%)

Fast facts: Christiano

Ronaldo videos across
creators generated 137M
views in Q2
SOURCE: TUBULAR LABS WWW.TUBULARLABS.COM 23
Expand your focus: Science & Tech, Home & DIY
Verticalization is a strategy
being adopted by more and
more leading video publishers
to expand their brand and grow
audience.
But where does it make sense
to compete?
SOURCE: TUBULAR LABS
Science & Tech on Facebook and Home & DIY on YouTube
are rising genres worthy of consideration for publishers
looking to diversify into new verticals. Both genres saw an
increase in views per video, with no meaningful increase in
videos or competitors in Q2.
In Science & Tech, double-downs from digital-first leaders
Genius Club, Now This Future, Seeker, UNILAD Tech, and
Tech Insider have paid off - these five publishers make up
over 60% of genre views!
Meanwhile, 5-Minute Crafts has established a solid
lead on YouTube, with over 60% of Home & DIY views on
the platform.
WWW.TUBULARLABS.COM 25
Publishers pursuing a verticalization strategy are seeing success!
Especially when they are able to launch new channels in low saturation and grow genres
like Home & DIY and Science & Tech

WorkpointOfficial
1.3B Views
Owned 1.3% of all
5-Minute Crafts WWE Entertainment views

1.2B Views 848M Views

Owned 24% of all Owned 4% of all Sports

Genius Club views
Home & DIY views CNN
647M Views 221M Views
Owned 17% of all Owned 1% of all
Science & Tech views Entertainment views

GENRE SATURATION
SOURCE: TUBULAR LABS WWW.TUBULARLABS.COM 26
Science and Tech content from media publishers on Facebook grew 7% in Q2 despite a
drop in new videos, indicating a compelling audience growth opportunity for publishers
pursuing a verticalization strategy

SCIENCE & TECH +7% 248M

Quarter over quarter Growth in publisher Views Gained
benchmarks views

4.0B 15.0K

3.9B
14.5K
3.8B

New Videos
3.7B 14.0K
Views

3.6B
13.5K

3.5B
13.0K
3.4B

3.3B 12.5K
Q1 2018 Q2 2018
Views New Videos

SOURCE: TUBULAR LABS WWW.TUBULARLABS.COM 27

Only a handful of digital-first publishers have capitalized on the Science & Tech content
opportunity on Facebook; the top five captured over 60% of all Science & Tech media
views in Q2

Science & Tech Share of

Science & Tech Share of Voice
Voice Q2 Views
Q2 Views
TOP SCIENCE & TECH MEDIA

17%

40%
13%

12%
MOST-VIEWED
SCIENCE & TECH MEDIA 7% 11%
Genius Club (US)
UNILAD Tech (GB) Genius Club (US) UNILAD Tech (GB)
NowThis Future (US) NowThis Future (US) Tech Insider (US)
Tech Insider (US) Seeker (US) Other Science & Tech

Seeker (US)

SOURCE: TUBULAR LABS WWW.TUBULARLABS.COM 28

Creator to Watch: Genius Club
GENIUS CLUB
Genius Club publishes videos and
news about inventions. It is the
original brand and breakout star of
Keli Network’s Genius brand portfolio,
which has verticalized channels
covering crafts, cute, cars,
and wellness. There is also a Genius
Club – Asia.
SOURCE: TUBULAR LABS
LEADERBOARD RANKINGS
#1
MOST-VIEWED SCIENCE & TECH
CREATOR, CROSS-PLATFORM, SINCE
FEBRUARY 2018
#126
MOST-VIEWED FACEBOOK CREATOR
VIDEO HIGHLIGHT
WWW.TUBULARLABS.COM 29
Similarly, Home & DIY Media audiences are growing on YouTube, despite flat
growth in new videos coming online to fill the rising demand

HOME & DIY +38% 859M

Quarter over quarter Growth in publisher Views Gained
benchmarks views

3.5B 15.0K

3.0B 13.0K

11.0K
2.5B
9.0K

New Videos
2.0B
Views

7.0K
1.5B
5.0K
1.0B
3.0K

500M 1.0K

0M -1000
Q1 2018 Q2 2018
Views New Videos

SOURCE: TUBULAR LABS WWW.TUBULARLABS.COM 30

Of the Home & DIY views generated by Media & Ent. Creators in Q2 on YouTube,
5-Minute Crafts dominates the space, capturing over 60%

Home & DIY Media & Ent.

TOP HOME & DIY MEDIA Home & DIY
Creators Share
Share of Voice
of Views in Q2
Q2 Views
1% 1% 1%

13%

22%
TOP HOME & DIY MEDIA 61%
5-Minute Crafts (CY)
Troom Troom (US)
Blossom (US)
Nifty (US)
5-Minute Crafts (CY) Troom Troom (US)
This Old House (US)
Blossom (US) Nifty (US)
This Old House (US) Other Home & DIY

SOURCE: TUBULAR LABS WWW.TUBULARLABS.COM 31

Creator to Watch: 5-Minute Crafts

5-MINUTE CRAFTS LEADERBOARD RANKINGS

5-Minute Crafts produces and #4

publishes long-form listicle videos MOST-VIEWED CREATOR
about crafts and hacks that use ACROSS PLATFORMS
everyday household items.
#10
MOST-VIEWED YOUTUBE CREATOR
Over 50%
of Q2 views are from VIDEO HIGHLIGHT

“hack” videos

ALSO IN THE NETWORK

SOURCE: TUBULAR LABS WWW.TUBULARLABS.COM 32

Uncover micro-verticals: News Media
For audience growth in
established genres, look
to micro-verticals to understand
the shifting preferences of
online audiences. Examine
trends for staying power, then
build for them.
SOURCE: TUBULAR LABS
News media views on Facebook have been flat in Q2, with the
exception of two standout micro-verticals that saw growth
within the genre: Local news media and uplifting news stories.
The Q2 view increase from local news publishers echo
Facebook’s renewed commitment to surfacing relevant local
news and information for audiences seeking it. Fox affiliates
around the country were the most viewed last quarter.
And in strained political times, people are turning to uplifting
stories on Facebook to lighten the mood. Publishers who
have harnessed the stand-out power of these stories by
creating dedicated, feel-good channels have been rewarded:
engagement on these stories has grown over 74% QoQ.
Create content around genuine acts of kindness, overcoming
obstacles, and happiness to harness this energy.
WWW.TUBULARLABS.COM 34
Setting the context: News Media and Influencer landscape on Facebook

News media on Facebook did not see NEWS & POLITICS MEDIA NEWS & POLITICS INFLUENCERS

any meaningful growth as a genre, Mega Creator Benchmarks
(>1M Views in Q2)
with 4% negative and positive growth
by media and influencers canceling
-4%
each other out.
Q2 Growth in News & Politics
media views
Mega Creator Benchmarks
(>1M Views in Q2)
4%
Q2 Growth in News & Politics
media views

Despite this top-line trend, two

standout micro-verticals have been 32.7B 889M
Total Q2 Views Total Q2 Views
seeing growth within the genre: Local
news media and uplifting news stories
66.1K 55.9K
Average V30* Average V30*

SOURCE: TUBULAR LABS INTELLIGENCE. ALL METRICS FROM Q2 2018. WWW.TUBULARLABS.COM 35

News & Politics Spotlight: US Local vs National News
Against flat growth among the US News & Politics Media, the top 200 Local Media
grew 9.5% in month over month and drove 8% of News & Politics Views

SHARE OF VIEWS FACEBOOK VIEWS

370M 366M 5.0B

4.5B
360M
Local National 354M
4.0B
News, News,
350M
8% 92% 3.5B

340M
9.5% 3.0B
334M
Growth
2.5B
330M From
Apr-Jun 2.0B
MOST-VIEWED LOCAL NEWS MEDIA 320M
1.5B
FOX 13 News – Tampa Bay
310M 1.0B
FOX 10 Phoenix Apr '18 May '18 Jun '18
ABC15 Arizona
US Local News US News Media
FOX 5 Atlanta

SOURCE: TUBULAR LABS WWW.TUBULARLABS.COM 36

 Uplifting news stories are thriving on Facebook:
From Q1 to Q2, views for uplifting stories grew 33%, and engagement grew 74%!

2.6B 60M
2B
2.4B 55M
54.4M
2.2B 50M

Engagements
Engagements
2.0B 45M
Woman Becomes Best Friends This epic proposal will have
Views

2B
18.1M
Views

1.8B 40M With A Bee She Rescued you in tears

Average By Soulmates By Try Not to Cry
1.6B 35M
monthly
1.4B 31.3M views in Q2 30M

1.2B 25M

1.0B 20M
Q1 2018 Q2 2018

Views Engagements

Bride with cancer weds in Grandma Saves Policeman

hospital By The Happiness Heroes
By Humankind Stories

SOURCE: TUBULAR LABS INTELLIGENCE. ALL VIDEOS SHOWN WERE UPLOADED WITHIN Q2 2018 AND IN THE TOP 100 MOST-VIEWED FROM “FEEL-GOOD WWW.TUBULARLABS.COM 37
STORIES” CREATORS. ALL ”FEEL-GOOD STORIES” CREATORS ARE MEDIA COMPANIES POSTING ON FACEBOOK.
Media publishers are catching onto this trend, with several doubling down
with channels and shows that exclusively program uplifting, inspiring stories
PUBLISHER JULY VIEWS

Soulmates Group Nine Media: The Dodo 184M

Best of People Are Awesome Jukin Media 159M

Try Not To Cry Daily Mail 157M

Humankind Stories USA TODAY Network 111M

Militarykind Stories USA TODAY Network 95M

Dearly Presents Independent Journal Review 60M

Humankind USA TODAY Network 58M

Kids Are Just The Cutest Daily Mail 49M

Born Different Barcroft Media 45M

Life Stories Goalcast 42M

SOURCE: TUBULAR LABS INTELLIGENCE. TOP CREATORS BASED ON VIEWS FROM VIDEOS UPLOADED IN Q2 2018. WWW.TUBULARLABS.COM 38
Experiment with Duration: News Media & Sports
While the lion’s share of videos
uploaded to Facebook are
short-form, Q2 saw longer, deeper
content capture more attention.
This suggests that differentiation
through duration is a worthy
programming strategy for content
creators across all genres
SOURCE: TUBULAR LABS PERFORMANCE INSIGHTS
Last quarter, global audiences turned to social to be part
of the action, tuning more purposefully into longer episodes
and live streamed video. In News and Sports Media, where
over 50% of videos uploaded in Q2 are under 5 minutes and
1 minute, respectively, the view growth was concentrated
among videos 10 minutes and longer.
What were fans tuning into?
Major geo-political news events like the Royal Wedding and
the Oklahoma teacher protests drew views.
In Sports, non-traditional leagues like Crossfit and Martial
Arts joined Soccer in drawing their online audiences through
streamed championship events and the fanfare that
surrounded them.
WWW.TUBULARLABS.COM 40
News & Politics: Viewers are using Facebook to tune into live geo-political events leading to
22% growth in viewership of videos over 20 minutes

5B
+22%
Q1 Q2 4.51B
78% 5B 5B
Q1
4B
Q2
3.68B
4.51B
3.68B
4B 4B
of Q2 uploads were 3B
3B
<5 minutes, 3B +5%
2B
1.37B 1.44B +14%
2B
yet… 2B1.37B 1.44B
725M
1B 725M
635M
1B 500M 635M
0M
0M 10m - 15m 15m - 20m > 20m
10m - 15m 15m - 20m > 20m

Facebook CEO testifies Harry and Meghan Lava spews from Oklahoma teachers walk
before Senate are married Hawaii volcano out in protest
Duration: 1h 59 mins Duration: 51 mins Duration: 4h 58 mins Duration: 1h 8 mins

SOURCE: TUBULAR LABS PERFORMANCE INSIGHTS WWW.TUBULARLABS.COM 41

Sports: Audiences are increasingly tuning into longer-form, live sports content,
which grew 29% in views quarter over quarter.
European football leagues, and crossfit and martial arts leagues are leading the way to
satisfy their fans’ desire to connect with the sports and athletes both on and off the field

800M +29% 722M

Q1 Q2
50% 800M Q1
600M
Q2 722M
561M
561M
of Q2 uploads were 600M +29% 370M
400M 286M
370M +8% 243M
<1 minute, 400M
200M
286M
225M
225M
243M
200M
yet… 0M
0M 10m - 15m 15m - 20m > 20m
10m - 15m 15m - 20m > 20m

#SupercopaCAT: Tom vs. Time S1:E5 Before a capacity crowd Real Madrid players arrive at
Barça v Espanyol The Spiritual Game in Jakarta… the Bernabéu for the match
Duration: 2h 25 mins Duration: 21 mins Duration: 29 mins against PSG
Duration: 29 mins

SOURCE: TUBULAR LABS PERFORMANCE INSIGHTS WWW.TUBULARLABS.COM 42

Tubular Takeaways from the
State of Online Video

WWW.TUBULARLABS.COM 43
 State of Online Video: Tubular Takeaways

01 02 03 04 05

Think globally: Consider an Expand Uncover Experiment

International event strategy: your focus: micro-verticals: with duration:
creators with global Tentpole sporting Science & Tech, In News & Politics, While publishers
audiences are behind events brought Home & DIY are local news and publish mostly
the fastest growing audiences online in the highest growth uplifting stories saw short-form content,
verticals in Q2 Q2; they stayed and verticals with low increased views in an views on videos over
watched beyond the publisher saturation otherwise flat genre 20 minutes are
main event on the rise

WWW.TUBULARLABS.COM 44
BONUS: ‘Fortnite’ fever goes
beyond gaming

With its raging success apparent to

anybody with vaguely familiar with
gaming and esports, ‘Fortnite’ has set
a new standard for how gaming brands
use social video to amp up their fans and
expand their brand beyond “gaming.”
‘Fortnite’ is one of the only gaming brands
who actively release their own video
content - beyond theatrical trailers -
in addition to fueling a robust
influencer strategy.

But how is ‘Fortnite’ reaching audiences

outside of their gaming circle? All you
need to do is search these three words,
“Fortnite Dance Challenge.”

SOURCE: TUBULAR LABS

US Brands and Influencers saw notable growth in Gaming Views, led by
‘Fortnite’ whose social video strategy expands beyond category staples of
release teasers and trailer

GAMING BRANDS GAMING INFLUENCERS GAMING SPONSORSHIPS

Gaming: US Q1-Q2 Views Gaming: US Q1-Q2 Views Sponsored Gaming Videos:

+442M, +30% Views +993M, +3% Views 4.5K

In Q2, ‘Fortnite’ doubled down on its 6% of gaming Influencer content ‘Fortnite’ was the topic of over 700
“NEW ITEM” strategy with six new uploaded in Q2 included “Fortnite” Q2 Sponsored Videos on YouTube,
videos (up from three in Q1) that in the title led by British influencer W2S’s
generated 60% of the brand’s views partnership with Epic Games

SOURCE: TUBULAR LABS WWW.TUBULARLABS.COM 47

The ‘Fortnite’ Dance Challenge (FDC) took the gaming sensation out of the
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