The Top Facebook Publishers Leaderboard is out for May, and for that month, the ten most-watched publishers on Facebook pulled in 16.3 billion total views, with the three leaders each claiming at least 2 billion views. While many of the brands on this chart will look familiar thanks to their continued efforts to draw in viewers and engage with their audiences, some new surprises lie in store for which brands earned coveted spots on the chart. Here’s what this month’s most-watched Facebook publishers Leaderboard revealed:

Top Facebook Publishers May 2017

Top 10 Most Watched Facebook Video Publishers May 2017 (Data via Tubular) Rankings include only those creators and brands which publish primarily original content.

Viral Videos Add the Views

With over 2.6 billion total views in May, UNILAD maintained the top spot on the chart, a position it claimed back in April. Following in a close second is The LADbible with 2.5 billion views, and then Viral Thread came in third with just over 2.1 billion views. If you don’t follow the Leaderboards on a regular basis, these three publishers are routinely some of the top earners for views on Facebook each month. But that should come as no surprise; as we’ve stated before in previous Leaderboard analyses, each of these brands specializes in viral content and wisely distributes it on a platform originally built for sharing. It’s a foolproof strategy which so far hasn’t let down any of these brands.

In fact, most of the other publishers on May’s Facebook Leaderboard are experts in viral content, as well. For example, NTD Television, which has the motto “Sharing Humanity, Hope, and Freedom,” came in fourth with nearly 1.6 billion views. That publisher kept viewers interested in coming back to its content in May, as it improved its average first 30-day view count (V30) over April’s number by more than 800,000 to hit almost 4.6 million views per video. Additionally, NTD Television sister brand NTD Life, which covers similar interesting and shareable content, jumped seven spots to land on the chart for the first time since the launch of these Leaderboards back in August 2016.

Likewise, the publisher with the highest average 30-day engagement rate (ER30) was The DoDo, a brand which specializes in funny, cute, and heart-tugging animal clips. Maintaining its sixth position from April’s Leaderboard, The DoDo released content its audience was eager to interact with, giving the publisher a 1.3x ER30; the brand also increased its V30 over April by more than 479,000 views to hit nearly 3.2 million views per video. The DoDo’s most-watched clip with 82.3 million views shows a man rescuing two lost puppies on an epic road trip through the western United States; as to be expected with a video featuring cute dogs, the video saw a good ER30 of 1.3x, as well.

Lifestyle Content Videos: Always Popular

When Facebook users weren’t watching clips of animals or impressive feats in May, they were obsessed with lifestyle, DIY, and craft content, as evidenced by the other publishers on this month’s Leaderboard. For example, brands such as 5-Minute Crafts, Food Network, and MetDaan appeared yet again on the Leaderboard for most-watched publishers on Facebook, with both 5-Minute Crafts and Food Network improving their V30 metrics over April by

In addition to the aforementioned NTD Life, one of the new surprises to join the Leaderboards in May was a publisher called Blossom. This brand creates videos which feature tips, tricks, crafts, and DIY content to make viewers’ lives easier. Blossom placed 7th on the chart after moving up eight whole spots to hit 1.3 billion views. However, the most impressive aspect of the publisher’s position on this chart is its dominating V30 at over 26 million average views! Blossom’s clip with the highest V30? This one, which, at a 312 million V30, highlights useful ways to become more organized:

Most Watched Facebook Publishers May 2017

  1. UNILAD (2.6B Views)
  2. The LADbible (2.5B Views)
  3. Viral Thread (2.1B Views)
  4. NTD Television (1.6B Views)
  5. 5-Minute Crafts (1.5B Views)
  6. The DoDo (1.4B Views)
  7. Blossom (1.3B Views)
  8. Food Network (1.1B Views)
  9. NTD Life (1.1B Views)
  10. MetDaan (928M Views)

Tubular Video Ratings

You’ll notice some exclusive data in this month’s chart as we include Tubular Video Ratings, 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.

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Tune in Every Month for the Most Up-to-Date Stats! Each month TubularInsights 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, Instagram, and Cross-platform. Get access today just by clicking this link.