With January’s most-watched leaderboards behind us, it’s time to move on to the brands and creators who saw the most views in February 2017. These top ten creators succeeded in pulling in almost 19 billion video views from across multiple popular platforms such as YouTube, Facebook, and Instagram. But exactly which creators could claim the title of being one of the most-watched in February? We’ll take a look in the rest of this post!
Top Video Creators: February 2017
For those of you who follow Tubular’s monthly most-watched leaderboards, including the platform-specific YouTube and Facebook ones, the top two creators with the most video views in February 2017 will be more than expected. (And if you don’t regularly follow these leaderboard run-downs, you’re missing out on learning useful strategies and insights for growing your own viewership from brands who’ve found success in this area.)
As has been the case since July 2016, UK-based video publishers UNILAD and The LAD Bible held the top two spots, respectively, as the most-watched video creators across the world in February. UNILAD claimed almost 3.2 billion views, with 3.1 billion of these stemming solely from the brand’s Facebook account (where it also consistently remains in the top position on that platform’s leaderboard charts). The LAD Bible again came in second this past month with just over 3 billion views, 2.9 billion of which came from Facebook.
The battle between these two brands for top placement in Tubular’s charts is not only an interesting campaign to watch, but it’s also an important lesson for brands who create similarly-enticing and shareable content. Viral-leaning creators and brands would do well to ramp up their efforts on Facebook, where it’s easy to scale the distribution and viewing of content which resonates with viewers. The platform user’s inherent penchant for sharing means brands like UNILAD and The LAD Bible can mostly focus on making their video content as compelling as possible.
Sports Content Bumps out News
The third through ninth positions on February’s most-watched overall leaderboard are also very similar to those of previous months, just with a few switch-arounds. For example, NTD Television jumped an impressive six spots to place 3rd on last month’s chart, boasting almost 2.8 billion global views and the highest 30-day engagement rate (ER30) of any other creator at 1.6x. NTD’s view count for February ended up being 1.6 billion higher than in January, and its ER30 0.2x higher, as well.
Lifestyle, beauty, music, entertainment, food, and viral content remained popular across the world, too, as brands such as Viral Thread, MetDaan, 9GAG, BuzzFeed’s Tasty, and WorldstarHipHop re-appeared on February’s most-watched leaderboard. These creators pulled in nearly 8 billion views across all their accounts on various video platforms. Tasty and 9GAG in particular boasted incredible 30-day average view stats (V30), with 15 million and 10 million average views respectively.
But possibly the most interesting aspect of February’s most-watched leaderboard across all platforms is that a sports-based brand finally earned a position amongst these popular and frequently-seen genres. The National Basketball Association (NBA) landed in the tenth spot in February with 935 million global views, knocking news brand CNN off the chart entirely. NBA had previously placed ninth position in December with over 960 million views, but it seems in the wake of U.S. President Donald Trump taking office in January, video audiences wanted to stay up-to-date on Oval Office-related news that month.
I previously noted how online video audiences generally prefer entertainment and feel-good content over hard news and reporting. The NBA placing on this past month’s leaderboard seems to confirm this theory. While the Daily Mail continues to hold a spot on the charts month-after-month (with just over 1 billion views in February to come in ninth place), we can likely expect to see audiences tuning in to news content when there are globally-impacting stories, but otherwise opting for entertaining content for their daily video fare.
Top Ten Most-Watched Cross-Platform Creators Feb 2017
- UNILAD (3.2B Views)
- The LAD Bible (3.0B Views)
- NTD Television (2.8B Views)
- Viral Thread (2.3B Views)
- Met Daan (1.7B Views)
- 9GAG (1.5B Views)
- Tasty (BuzzFeed) (1.3B Views)
- Worldstar Hip Hop (1.1B Views)
- Daily Mail (1.1B Views)
- NBA (936M Views)
Exclusive! Tubular Video Rankings
In this month’s chart 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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