2019 Social Video Trends and Insights: The State of Online Video

TUBULAR LABS
2019
THE STATE OF
ONLINE VIDEO 2019 Social
Video Trends
PART I and Insights
Welcome to part one In this section we break down the scale of social video
consumption across the Americas, Europe, Africa + Middle
of a four-part series on East (EMEA), and Asia Pacific. We provide growth benchmarks
by market and offer a glimpse into what’s driving that growth.
Insights from this exclusive four-part series will help inform
the trends behind social KPIs and programming decisions for your social video
programs in 2020.
video consumption Find the other installments of this State of Online Video 2019 trends
around the world in 2019.

edition at tubularlabs.com/research-guides/.
The data in this report PART 1 PART 2 PART 3 PART 4

is powered by
The state of social video in 2019 Quality over quantity The rise of gaming The future is female
Tubular Labs, the
leading measurement A look at the genres, How creators are focusing on Gaming lives on social video. Social video is where the
and analytics solution creators, and geographies that high-quality content to reach There are opportunities for brand female-empowerment
for social video. are driving growth on viewers (on YouTube). and media creators to tap into conversation is happening.
YouTube and Facebook. this industry.
Note: Data is from Jan-July 2019,

YouTube & Facebook videos
01 I WWW.TUBULARLABS.COM
01
The state of social
video in 2019
A look at which genres, creators, and
geographies are driving growth on
YouTube and Facebook. OF 04
Find the other installments of this State of Online Video 2019 trends
edition at tubularlabs.com/research-guides/.
YOUTUBE
2019
Spotlight
What content YOUTUBE VIEWS AND ENGAGEMENTS SHOW NO SIGNS OF SLOWING DOWN:
genres and
creators are +26% +31%
driving growth increase in views increase in engagement
so far in 2019?
YouTube Monthly Views,

2017-2019
2017 2018 2019
Source: Tubular Labs, All public social video views on Youtube,
videos with views>1000, Jan-June 2019 vs Jan-June 2018
Genres VIEWS & VIEWS GROWTH ON YOUTUBE BY GENRE, JAN-JUNE 2019 VS JAN-JUNE 2018
The three most-watched content
VIEWS GROWTH IN %
genres by views are Entertainment, [+72.6%]
FAMILY & PARENTING
Kids Entertainment & Animation, and [+37.6%]
KIDS ENTERTAINMENT &
Music & Dance. ANIMATION
[+19.6%] [+27.0%]
ENTERTAINMENT PEOPLE & BLOGS
Family & Parenting and Kids & [+10.9%]
[+21.3%]
FILM & MOVIES
Entertainment experience the most BUSINESS
[+11.5%]
percentage view growth. [+5.3%] HOME & DIY
[+6.0%]
BEAUTY TRAVEL
[+3.1%] [+4.3%] [+16.7%]

[+1.3%] [+6.8%] NEWS & POLITICS [+2.3%]
EDUCATION FASHION & STYLE
ANIMALS & PETS GAMING SPORTS
[+10.5%]
[+2.9%]
FOOD & DRINK [+13.4%]
CARS, TRUCKS & RACING [+10.4%]
[-2.0%] SCIENCE & TECH
MUSIC & DANCE
HEALTH, FITNESS &
SELF HELP
SIZE OF THE BUBBLE – SEGMENT SIZE BY VIEWS

Source: Tubular Labs, Public social video views on YouTube by
genre, excluding General Interest, Jan-June 2019 vs Jan-June
2018, Views >1000
Creators FASTEST-GROWING GENRES
Influencers are behind the Family &

Parenting and Kids Entertainment
growth, brands are fueling growth for
+15%
DRIVEN BY
FAMILY & PARENTING
KIDS ENTERTAINMENT
Largest
family vlogger in
the Middle East
the News & Politics genre, and media PEOPLE & BLOGS FUNnel Fam,
INFLUENCERS family of 6 from
the US
companies are driving growth in the
Business genre.
+26%
DRIVEN BY
NEWS & POLITICS
SCIENCE & TECH Arts & Literature
FOOD & DRINK
BRANDS
Non Profit from
Mexico
+25%
Financial
BUSINESS education
publisher from
Brazil
Tubular defines creator as any media, brand or influencer
DRIVEN BY FOOD & DRINK Business &
entity publishing video.
TRAVEL, KIDS Consumer news
MEDIA magazine from
Germany
Source: Tubular Labs, Public social video views on YouTube

by genre, excluding General Interest, YT Views Change,
Jan-June 2019 vs Jan-June 2018
AMERICAS
In the Americas, the
U.S., Mexico, and Brazil SELECTED YOUTUBE CREATOR COUNTRIES IN THE AMERICAS BY VIEWS
GROWTH IN JAN-JUNE 2019 VS JAN-JUNE 2018
are the biggest creator
countries, driving most [+58%]
of the growth for

PANAMA
VIEWS GROWTH IN %
the region. [+23%]
[+28%] [+25%] UNITED STATES
[+25%] PUERTO RICO
DOMINICAN REPUBLIC MEXICO
[+21%]
PERU [+17%]
[+13%] CANADA
AMERICAS VENEZUELA
+21% [+18%]
EL SALVADOR [+13%]
[+19%]
[+12%] BRAZIL
ECUADOR [+10%]
ARGENTINA
CHILE
YOUTUBE VIEWS
[+3%]
GROWTH VS. YA COLOMBIA
SIZE OF CREATOR COUNTRY BY VIEWS
Source: Tubular Labs, All public social video views on YouTube by

Creator country, Jan-June 2019 vs Jan-June 2018, >1000 views
In the Americas,
Family & Parenting
is the fastest-growing FASTEST-GROWING GENRES:
content genre, but

there are plenty of +23% +19% +25% +17%
US BRAZIL MEXICO CANADA
country-specific
opportunities in other FAMILY & FAMILY & FAMILY & FAMILY &
PARENTING PARENTING PARENTING PARENTING
genres.
KIDS ENTERTAINMENT BUSINESS FILM & MOVIES BUSINESS
FILM & MOVIES KIDS & ENTERTAINMENT PEOPLE & BLOGS
BUSINESS
PEOPLE & BLOGS ENTERTAINMENT SPORTS
HOME & DIY
Source: Tubular Labs, YouTube views by creator country,

International
Creators Take
Center Stage
EUROPE,
MIDDLE EAST,
& AFRICA
In EMEA, Russia is
SELECTED YOUTUBE CREATOR COUNTRIES IN EMEA BY VIEWS GROWTH IN
the largest and JAN-JUNE 2019 VS JAN-JUNE 2018
fastest-growing
creator country in the [+37%]
RUSSIAN FEDERATION
[+37%]
region (37%+ views
VIEWS GROWTH IN %
UKRAINE
[+32%] [+24%]
on YouTube so far
IRAQ [+30%] FRANCE
EGYPT
[+25%]
this year).
GERMANY
[+20%] [+31%] [+18%]

NORWAY UNITED ARAB EMIRATES TURKEY
[+23%]
[+15%] MOROCCO
EMEA FINLAND [+23%]
[19%]
BRAZIL
[+11%]
+23% DENMARK
ITALY
[+19%]
[+16%] SAUDI
[+16%] [+17%]
NETHERLANDS ARABIA
YOUTUBE VIEWS [+7%]
POLAND SPAIN
[+14%]
GROWTH VS. YA SWEDEN UNITED KINGDOM
Source: Tubular Labs, All public social video views on YouTube by

Creator country, Jan-June 2019 vs Jan-June 2018, >1000 views
In EMEA, Family &
Parenting and the
Business content genres FASTEST-GROWING GENRES:
are driving growth

across major +14% +24% +25% +17%
UK FRANCE GERMANY SPAIN
European markets.
FAMILY & BUSINESS FAMILY & BUSINESS
PARENTING PARENTING
CARS, TRUCKS & RACING FILM & MOVIE FAMILY & PARENTING
KIDS ENTERTAINMENT
KIDS ENTERTAINMENT KIDS ENTERTAINMENT FILM & MOVIES
FOOD & DRINK
NEWS & POLITICS KIDS ENTERTAINMENT
SPORTS

ASIA
PACIFIC
In APAC, creators from
India and Indonesia are SELECTED YOUTUBE CREATOR COUNTRIES IN APAC BY VIEWS GROWTH IN
JAN-JUNE 2019 VS JAN-JUNE 2018
capturing audience
attention on YouTube
[+80%]
and continue to grow. INDONESIA
VIEWS GROWTH IN %
[+61%] [+53%]
BANGLADESH INDIA
[+52%]
[+46%] PHILIPPINES
PAKISTAN
APAC [+40%]
HONG KONG
+45% [+29%]
JAPAN
[+31%]
THAILAND
YOUTUBE VIEWS
GROWTH VS. YA [+31%] [+34%] [+36%]
[+28%] VIETNAM
[+24%] [+25%] AUSTRALIA SOUTH KOREA
[+23%] TAIWAN
CHINA SINGAPORE MALAYSIA

Source: Tubular Labs, All public social video views on YouTube
by Creator country, Jan-June 2019 vs Jan-June 2018,
videos >1000 views
In APAC, the People
& Blogs genre is
the dominant growth GENRES DRIVING THIS GROWTH:
driver across the major

markets. +29% +31% +80% +53%
JAPAN AUSTRALIA INDONESIA INDIA
BUSINESS PEOPLE & PEOPLE & BEAUTY

BLOGS BLOGS
TRAVEL NEWS & POLITICS BUSINESS PEOPLE & BLOGS
FILM & MOVIES SPORTS FAMILY & PARENTING KIDS ENTERTAINMENT
EDUCATION TRAVEL NEWS & POLITICS
EDUCATION

FACEBOOK
2019
Spotlight
What content Facebook grew both in views and engagements this year.
genres and
+34% +25%
creators are increase in views increase in engagement
driving growth
so far in 2019?
Facebook Monthly Social
Video Views, 2017-2019
2017 2018 2019

Source: Tubular labs, All public social video views on Facebook,
videos with views >1000
GENRE VIEWS GROWTH ON FACEBOOK, JAN-JUNE 2019 VS JAN-JUNE 2018
Genres
VIEWS GROWTH IN %
[+50.3%]
[+50.7%] KIDS ENTERTAINMENT
FILM & MOVIES & ANIMATION
The most-watched genres by views are [+6%]
CARS, TRUCKS & RACING [+29.1%]
Entertainment and People & Blogs but PEOPLE & BLOGS
[+11%]
Film & Movies and Kids Entertainment & ENTERTAINMENT [+33.6%]
MUSIC & DANCE [+12.4%]
[+15.5%]
Animation are the fastest-growing. SPORTS
[+3.4%] FASHION & STYLE
BEAUTY [-4.9%]
GAMING
[+9.8%]
HOME & DIY [+9.0%]
NEWS &
[+26.3%] [-6.9%] POLITICS
EDUCATION [-17.2%] FOOD & DRINK [-12.8%]
[-19%] [-17.7%]
SCIENCE &
ANIMALS & PETS FAMILY & TRAVEL
TECH
PARENTING [-31%]
HEALTH, FITNESS & SELF HELP
[-41.1%]
BUSINESS
SIZE OF THE BUBBLE – SEGMENT SIZE BY VIEWS
Source: Tubular Labs, Public social video views on Facebook

by genre, excluding General Interest, Jan-June 2019 vs
Jan-June 2018
Creators
FASTEST-GROWING GENRES:
Influencers are behind Film & Movies

INFLUENCERS BRANDS MEDIA
growth, while brands and media
companies are fueling growth for the FILM & KIDS KIDS
Kids genre. MOVIES ENTERTAINMENT ENTERTAINMENT
GAMING PEOPLE & BLOGS BUSINESS
FAMILY & PARENTING FILM & MOVIES MUSIC & DANCE
UK channel about the best TV show Fun DIY projects and crafts channel
Tubular defines creator as any media, brand, or influencer and movie top 10s from the US
entity publishing video.
Source: Tubular Labs, Public social video views on Facebook by

genre, excluding General Interest, Facebook Views Changes,
International video
creators are also TOP 25 FACEBOOK CREATOR COUNTRIES BY VIEWS GROWTH IN
rising on Facebook,
VIEWS GROWTH IN %
[+165.6%] [+162%]
particularly in APAC. BANGLADESH INDONESIA
[+55.8%]
[+63.1%] PHILIPPINES
PERU
[+77.5%] [+68.9%]
COLOMBIA VIETNAM
[+43.1%] [+55.8%]
AUSTRALIA PHILIPPINES [+36.8%]
[+35.3%] [+33.7%] INDIA
IRAQ PAKISTAN
[+6.6%]
[+26.3%] UK
ITALY
[-4.2%]
[+21%] UNITED
TAIWAN [+13.4%] [+19.9%]
[+7.1%] EGYPT STATES
GERMANY
[-5.2%] TURKEY [+5.1%]
[+18%]
MALAYSIA
[+37.4%]
[+7.2%] FRANCE BRAZIL [-4.8%]
SPAIN MEXICO
ARGENTINA
[-0.8%]
CANADA
Source: Tubular Labs, All public social video views on Facebook

by Creator country, Jan-June 2019 vs Jan-June 2018
AMERICAS
The U.S. and Mexico are
the biggest Facebook
SELECTED FACEBOOK CREATOR COUNTRIES IN THE AMERICAS BY VIEWS
creator countries in the GROWTH IN JAN-JUNE 2019 VS JAN-JUNE 2018
region but smaller
VIEWS GROWTH IN %
[+83%]
creator countries like VENEZUELA [+78%]

COLOMBIA
Colombia and Peru are [+55%]

ECUADOR
on the rise based on [+71%]

GUATEMALA [+37%]
[+63%]
ARGENTINA
PERU
video views. [+49%]
DOMINICAN
[+38%] [+5%]
REPUBLIC [-4%]
CHILE BRAZIL
UNITED STATES
AMERICAS [+21%]
+2% PERU
[-1%] [+3%]
FACEBOOK CANADA COLOMBIA
[+5%]
VIEWS GROWTH MEXICO
VS. YA

by Creator country, Jan-June 2019 vs Jan-June 2018, >1000 views
These are the
fastest-growing genres
in the Americas: Film FASTEST-GROWING GENRES:
& Movies, Cars, Trucks

US BRAZIL MEXICO CANADA
and Racing, Gaming,
and Sports.
FILM & CARS, TRUCKS GAMING SPORTS
MOVIES & RACING
KIDS ENTERTAINMENT BUSINESS FASHION & STYLE EDUCATION

CARS, TRUCKS, & RACING GAMING SCIENCE & TECH FASHION & STYLE
EDUCATION PEOPLE & BLOGS TRAVEL FAMILY & PARENTING
Source: Tubular Labs, Facebook views by creator country,

EUROPE,
MIDDLE EAST,
& AFRICA
The UK remains the
SELECTED FACEBOOK CREATOR COUNTRIES IN EMEA BY VIEWS
largest creator country GROWTH IN JAN-JUNE 2019 VS JAN-JUNE 2018
in the region by [+99%]

ALGERIA
Facebook views, but

smaller creator countries
VIEWS GROWTH IN %
are driving more growth [+55%]
SAUDI ARABIA
[+52%] [+13%]
compared to last year. FINLAND
[+45%]
GERMANY
[+26%] [+20%]
[+25%] ITALY EGYPT
[+26%] RUSSIAN FEDERATION
POLAND
DENMARK
EMEA [+29%]
+14% [+16%]
UNITED
ARAB [+35%] [-7%]
[+10%] EMIRATES UNITED
NORWAY
ROMANIA [+8%] IRAQ
[+7%] [+7%] KINGDOM
FACEBOOK [-5%]
MOROCCO
SPAIN TURKEY
VIEWS GROWTH SWEDEN
[+18%]
VS. YA FRANCE

The content genres FASTEST-GROWING GENRES:
driving growth in
video views across UK FRANCE GERMANY SPAIN
EMEA are diverse,
MUSIC & HEALTH & BUSINESS EDUCATION
ranging from Music & DANCE FITNESS
Dance in the UK to
Education in Spain. FILM & MOVIES BUSINESS FAMILY & PARENTING GAMING
PEOPLE & BLOGS MUSIC & DANCE KIDS ENTERTAINMENT ANIMALS & PETS
SPORTS KIDS ENTERTAINMENT FOOD & DRINK TRAVEL

ASIA
PACIFIC
APAC-based Facebook
video creators are SELECTED FACEBOOK CREATOR COUNTRIES IN APAC BY VIEWS GROWTH IN
growing fast.
[+166%] [+162%]
BANGLADESH INDONESIA
VIEWS GROWTH IN %
[+90%] [+69%]
[+79%] MYANMAR VIETNAM
NEW ZEALAND [+56%]
PHILIPPINES
[+52%] [+43%]
APAC SINGAPORE
[+50%] [+21%]
AUSTRALIA
+44% CAMBODIA TAIWAN [+37%]

INDIA
FACEBOOK [-5%]
[+34%]
[+36%]
[+14%] PAKISTAN
VIEWS GROWTH JAPAN [+4%]
[+5%] MALAYSIA THAILAND
HONG KONG
VS. YA CHINA
[-29%]
SOUTH KOREA

The content genres
driving growth in video
views across APAC are GENRES DRIVING THIS GROWTH:
diverse, ranging from

JAPAN AUSTRALIA INDONESIA INDIA
Music & Dance
in Japan to Gaming
MUSIC & BUSINESS HOME & DIY GAMING
in India. DANCE
NEWS & POLITICS ANIMALS & PETS NEWS & POLITICS
KIDS ENTERTAINMENT
GAMING FILM & MOVIES EDUCATION
CARS, TRUCKS, & RACING FILM & MOVIES NEWS & POLITICS ENTERTAINMENT
PEOPLE & BLOGS

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TUBULAR LABS

around the world in 2019.

The data in this report PART 1 PART 2 PART 3 PART 4

Note: Data is from Jan-July 2019,

YouTube Monthly Views,

The three most-watched content

[+3.1%] [+4.3%] [+16.7%]

SIZE OF THE BUBBLE – SEGMENT SIZE BY VIEWS

Influencers are behind the Family &

Source: Tubular Labs, Public social video views on YouTube

of the growth for

SIZE OF CREATOR COUNTRY BY VIEWS

Source: Tubular Labs, All public social video views on YouTube by

content genre, but

Source: Tubular Labs, YouTube views by creator country,

[+20%] [+31%] [+18%]

SIZE OF CREATOR COUNTRY BY VIEWS

Source: Tubular Labs, All public social video views on YouTube by

are driving growth

Source: Tubular Labs, YouTube views by creator country,

SIZE OF CREATOR COUNTRY BY VIEWS

driver across the major

BUSINESS PEOPLE & PEOPLE & BEAUTY

Source: Tubular Labs, YouTube views by creator country,

2017 2018 2019

SIZE OF THE BUBBLE – SEGMENT SIZE BY VIEWS

Source: Tubular Labs, Public social video views on Facebook

Influencers are behind Film & Movies

Source: Tubular Labs, Public social video views on Facebook by

SIZE OF CREATOR COUNTRY BY VIEWS

Source: Tubular Labs, All public social video views on Facebook

region but smaller

creator countries like VENEZUELA [+78%]

Colombia and Peru are [+55%]

on the rise based on [+71%]

Source: Tubular Labs, All public social video views on Facebook

& Movies, Cars, Trucks

KIDS ENTERTAINMENT BUSINESS FASHION & STYLE EDUCATION

Source: Tubular Labs, Facebook views by creator country,

in the region by [+99%]

Facebook views, but

compared to last year. FINLAND

SIZE OF CREATOR COUNTRY BY VIEWS

Source: Tubular Labs, All public social video views on Facebook

Source: Tubular Labs, Facebook views by creator country,

+44% CAMBODIA TAIWAN [+37%]

SIZE OF CREATOR COUNTRY BY VIEWS

Source: Tubular Labs, All public social video views on Facebook

diverse, ranging from

Source: Tubular Labs, Facebook views by creator country,

• Streamline content KPI monitoring in a simple,

LABS programming decisions

Data for 1M+

Tubular’s video intel-

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