Another month has passed, and we’re now into quarter two of 2017. While we all might be wondering where the time has gone so far this year and looking forward to the rest of this quarter, video publishers and marketers would do well to pause for a moment and look back on those brands who found worldwide success in March on platforms like YouTube, Facebook, and Instagram.
In fact, the top ten most-watched creators across all platforms last month pulled in over 21 billion total video views across categories like viral entertainment and lifestyle content. Here’s a rundown of which brands made it on March’s Top Overall Creators leaderboard.
Top Online Video Creators: March 2017
This past month, the top four brands claimed view counts incredibly close to each other, all at just over 3 billion each. And, for the first time in a while, March’s cross-platform leaderboard brought a new and surprising change across the top four positions. While these brands are the same ones we’ve seen for the last several months, there was a significant adjustment to which claimed the top two spots.
The LAD Bible has been one of the leading two cross-platform publishers since July 2016, and this month it landed in the #1 position with more than 3.2 billion video views — 3,246,643,204 views, to be exact. This number matters because it’s just a few figures higher than Viral Thread, the brand who claimed second place on the leaderboard with just over 3.2 billion views at 3,203,966,859. Both brands specialize in viral content (which is likely the reason they reached the top positions this month), and have routinely been two of the leading publishers around the world over the last several months.
In February, NTD Television was #3, and this month the Thailand-based entertainment brand held that same spot with 3,103,277,307 views. NTD also boasted the highest average 30-day engagement rate (ER30) of the top ten publishers in March at 1.4x. The NTD video which claimed the highest ER30 (which included the first two weeks of April) was a clip of a jaguar hunting and killing a crocodile; within seven days, the video had an impressive 3.1x engagement rate, which jumped to 3.2x 30 days after its upload.
This all means UNILAD, who’s consistently placed in the top positions of Tubular’s cross-platform leaderboards for over six months, continued to reign in the charts, this month claiming the fourth position. The UK-based viral video brand saw 3,100,370,721 total views and, like in February, the majority of these views (just over 3 billion) came from Facebook alone, indicating UNILAD knows where its strengths lie in social video and continue to place priority on creating and distributing content for that platform.
Lifestyle Creators Win Big with DIY, Instructional Content
The remainder of March’s ten most-watched video publishers and brands again prove that specific genres perform exceptionally well across all video platforms measured by our leaderboards. Regardless of where they are in the world, online audiences can’t get enough of viral clips, entertainment programming, news, and, specifically true for this month, lifestyle content.
As an example of lifestyle content audiences can’t get enough of, you don’t need to look any farther than Tasty, the food-based property owned by BuzzFeed. We mention that brand a lot on Insights, but there’s a reason for that: it simply performs. In March, for example, Tasty placed 7th on the leaderboard with over 1.3 billion total video views, but its average 30-day views (V30) were most impressive at over 15 million, roughly 6 million more than the publisher with the next-highest V30 in March. Essentially, Tasty’s food content not only appeals to viewers’ senses and longings, but is also worth re-watching thanks to the recipe and instructional-style format of the majority of the clips.
One brand which also fits in the lifestyle genre is one we haven’t seen before, but has finally earned a spot as one of March’s most-watched overall creators. 5-Minute Crafts is exactly what it sounds like, a brand dedicated to teaching viewers how to create their own projects and crafts. This brand placed 9th on the leaderboard for this month with over 1.2 billion video views. Its most-watched clip for the month boasted 40.7 million views alone and provides instructions on how to perform simple tricks to wow your friends and family. Who doesn’t want to learn that?
Top Ten Most-Watched Cross-Platform Creators March 2017
- The LAD Bible (3.2B Views)
- Viral Thread (3.2B Views)
- NTD Television (3.1B Views)
- UNILAD (3.1B Views)
- 9GAG (2B Views)
- Met Daan (1.7B Views)
- Tasty (BuzzFeed) (1.3B Views)
- Daily Mail (1.2B Views)
- 5-Minute Crafts (1.2B Views)
- T-Series (1.2B 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.