Last week Tubular Labs announced that its software now tracks the creators and content of 1 billion videos across more than 30 platforms. In addition to unlocking YouTube’s black box, Tubular now provides real-time insights into who and what is succeeding on Facebook Video, Instagram Video, Vine, Twitch, Vimeo, and AOL, as well as sites like MTV.com and CNN.com.
Using this data, we can now confirm that:
Super Bowl-related content uploaded to the web broke the 1 billion view mark on Feb. 3, 2105, at 11am.
According to Tubular, in the previous 30 days, 80,000 videos from 49,000 creators got close to 1.1 billion views for an average of 13,000 views per video.
Now, I know that you know that Tubular acquired ReelSEO last month. So, I’m not sure if I have to make one of those clear and conspicuous disclosures that the FTC requires bloggers to make. Nevertheless, what I want to say is that the data below is much more valuable than the new copy of Version 2 of the YouTube Creator Playbook, which a rebel sympathizer smuggled to me three years ago. Check out the complete technical readout that those folks in the Tubular Lab coats provided us late last week.
Super Bowl Online: 1 Billion Views Across Internet
According to Tubular, 80,000 videos from 49,000 creators generated around 1.1 billion views, with an average of 13,000 views per video.
Super Bowl 2015 on YouTube: 368 Million Views
YouTube had 368.1 million of these views, or 34.9 percent of the total. These views come from 42,000 videos published by 22,000 creators for an average of 8,738 views per video.
As you can see below, the top 5 videos on YouTube were created by brands. And only the first two – Budweiser’s “Lost Dog” and Clash of Clans’ “Revenge” – really look like they truly went viral when you look at engagements.
Super Bowl 2015 on Facebook: 321 Million Views
Facebook had 321.8 million views, or 30.5 percent of the total. These views come from 2,161 videos published by 1,116 creators for an average of 148,000 views per video. As you can see below, one is “Lost Dog” from Budweiser, three are movie trailers, and one is a parody of the Cialis commercials featuring the New England Patriots.
Super Bowl 2015 on Vine: 129 Million Views
Vine had 128.7 million views, or 12.2 percent of the total. These views come from 9,359 videos published by 6,415 creators for an average of 13,000 views per video. As you can see below, the top 5 Vines are all user-generated content.
Super Bowl 2015: 11 Million Views Across Other Sites
Finally, other platforms had 11.2 million views, or 1.0 percent of the total. These views come from 1,938 videos published by 396 creators for an average of 5,804 views per video. Now we’ve shared this data with you. What do you think of it?
Digital Video is Segmenting, Marketers Need to Keep Up
My first take is that the digital video universe is far more segmented that I suspected. And I use the term “segmented” instead of “fragmented” because each of these worlds has its own language, its own culture and customs, as well as its own folk heroes.
Perhaps, we shouldn’t be surprised because everyone is now a creator, from brands and agencies to individuals and media companies. A quick search across Tubular’s 2.3 million creators reveals that 21,000 are already generating 1 million views or more per month. Tubular also sheds light on these creators, who they are, the videos they create, and the audiences they reach. Over 16,000 videos per month now reach the lofty 1 million-view milestone.
As video platforms, creators, content, audiences, and social conversations proliferate, legacy measurement techniques just aren’t keeping up, making all this data about online video nearly impossible to track. So, what should video marketers do? Keep reading ReelSEO for the most up to date metrics on what’s working in video marketing.