There were over 7.9 million videos uploaded directly to Facebook in September 2016, generating over 208 billion views for around 1.1 M different creators. But which Facebook video publishers were the most popular? The 'Most Watched Publishers on Facebook' leaderboard gives an exclusive look into the brands and social media stars who are generating the most video views on the world's biggest social networking site.

Most Popular: Top Facebook Publishers September 2016

UK-based publishers The LAD Bible, and UNILAD, topped the rankings leaderboard for September 2016 with a combined 6 billion video views on Facebook. The LADbible Group, whose properties are followed by half of all 18-24 UK men and almost quarter of 18-24 year old UK women, has nine major content properties which include LAD Bible, SPORT Bible, GAMING Bible, and FOOD Bible. The brand as grown from a single Facebook page to a multi-channel, multi-brand portfolio which reaches over 500 million people a month.


Top 10 Most Watched Facebook Video Publishers September 2016 (Data via Tubular) Rankings include only those creators and brands which publish primarily original content.

Once again, the BuzzFeed brand scores highly on the video rankings, with Tasty, and Nifty, the most watched branded pages for the publishing giant in September 2016. BuzzFeed was yet again the most-watched media property last month, and on Facebook, over 38 different branded pages generated a staggering 2.B6 video views. The most viewed video for Nifty was this walk-through recipe for a 'Recycled Towel Bathmat' which generated 179 million views, (121M of those views in the first 3 days), and 4.2 million engagements

BuzzFeed, food, and domestic tips, seems to have found its natural home on Facebook; the brand posts food videos very infrequently to YouTube, and has only briefly dipped its toe in the water as far as Vine is concerned. In fact, food and drink itself is one of the most engaged topics that BuzzFeed creates video content around. And video continues to be a huge part of the publisher's game plan, with the medium representing more than 50% of its total revenue. Moreover, it expects that video will contribute three-quarters of its total advertising revenue over the next two years.

As well as foodie topics, news and current affairs content always does well on Facebook, as users turn to social media to get the latest updates on breaking events. At #7 in the rankings for the most watched video publishers on Facebook, is NowThis which calls itself "mobile news for a social generation". The news publisher is active on YouTube, and Instagram as well as Facebook, and in September 2016, it generated 1 billion video views on Facebook alone. Although NowThis uploaded footage of the free police hugs, exploding Samsung phones, and Native American protests against the Dakota Access Pipeline, it was this heartwarming video about a police officer talking a man down from an attempted suicide that was its most successful, with nearly 46 million views (36M in the first 7 days), and 1M Facebook likes, shares, and comments:

Facebook Video and Original Content

Tubular's leaderboard of the top 10 most watched Facebook video publishers of August 2016 is a curated list of pages and brands. We feel that is a good representation of the type of publishers who are using Facebook as a hub to post either original or licensed content. However, it's fair to say that aggregators of video on Facebook are producing the kind of views and community engagement that even the top brands can only dream of.

Freebooting issues aside, Facebook accounts from David Wolfe, Skrollr and many others attract views in the tens of millions each month with the top 10 Facebook compilation accounts from personalities. We took an in-depth look at personalities on Facebook and how and why they generate so many views, comments, likes and shares, in this article.

Most Watched Facebook Publishers September 2016

  1. UNILAD (3.3B Views)
  2. The LAD Bible (2.7B Views)
  3. Tasty (BuzzFeed) (1.7B Views)
  4. Viral Thread (1.4B Views)
  5. Met Daan (1.1B Views)
  6. Now This (1B Views)
  7. 5-Minute Crafts (922M Views)
  8. Daily Mail (909M Views)
  9. Nifty (747M Views)
  10. Playground (619M 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.

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, if you'd like to check out the Top 25, please fill out the form below:

Get the Full-List of Top 25 Video Publishers on Facebook