Digital viewers dedicated a lot of their attention to online video in January 2018. So much so that when we looked at our most recent leaderboard for that month on the Facebook platform alone, we discovered a total of just over 17 billion total video views across the top ten most-watched publishers.
These ten publishers didn’t fail to impress last month, with several notable accomplishments reached by many of them. None of the top three publishers, for example, lost their positions on the chart, solidly maintaining their coveted 1-2-3 spots from December. These were some other successes the top ten publishers in January saw:
- Four publishers improved their positions on the chart by at least one spot, with one of them having never placed on the chart before and now landing in the top ten
- The highest average 30-day view count (V30) from one publisher reached 7.5 million
- The highest average 30-day engagement rate (ER30) of 1.5x was maintained by a long-time top ten publisher
Without further ado, let’s take a look at January 2018’s Facebook leaderboard to uncover which brands attracted all those 17 billion views and how they managed to do it.
Top Facebook Publishers January 2018
Domination of the Top Spots Continues for Three Publishers
For more than a year now, there hasn’t been a single month where popular publishers UNILAD, LADbible, and Jungle Creations property VT haven’t been in one of the top three positions on Tubular’s monthly Facebook leaderboard, in some way or another. The first two brands, in particular, have vied for #1 month after month, with VT always very close on their heels. And of course, all of this top-tier success is still the case for January’s leaderboard thanks to the humorous, appealing, and viral-like nature of these publishers’ video content.
All three publishers boasted at least 2 billion total views each, V30s of at least 5 million, and matching ER30s at 1.1x. UNILAD pulled in the most views at almost 3.8 billion, as well as the highest V30 of the three publishers at 5.5 million. In second place, LADbible claimed just over 3 billion views and the second-highest V30 at 5.4 million, and VT maintained its third position (which it’s held since May 2017) with a substantial 2.8 billion views.
A quick search in Tubular’s software for the videos of these three publishers in January reveals UNILAD took home the most-watched clip from all their content; the video was also the most-watched piece across all the publishers on January’s leaderboard! The short clip, which chronicles the destruction of TV monitor by a woman throwing her bowling ball horribly wrong, boasts 112 million views as of this writing, an impressive V30 of 110 million, and an ER30 of 0.9x. Obviously, audiences around the world think it’s quite funny to watch someone destroy an object (at least when it doesn’t affect their own possessions, at least).
Facebook Audiences Voracious for Viral, Food, and Media Content
In the previous Facebook leaderboard chart for December 2017, we noted how audiences on that platform seemed to prefer content based on virality, culinary treats, and media and entertainment. The same was true in January, with the remaining six publishers hailing from these categories, as well.
For starters, we found BuzzFeed’s Tasty brand jumping one position to land at #4. With just over 1.3 billion total views in January, the food-based publisher, which boosted up five whole ranks in December alone, managed to improve its views over that month by a good 2 million. And, just like in December, Tasty also pulled in the highest V30 of January’s top ten Facebook publishers at 7.5 million. Next comes a familiar face on Tubular’s monthly leaderboard: Badabun. The Mexican media and entertainment network has maintained a top five position on the Facebook leaderboard since it showed up back in October 2017. For January, Badabun’s 1.2 million views awarded it the honor of spot #5.
One of the most interesting success stories on the monthly Facebook leaderboards has been Zoomin.TV VIRAL. The viral-leaning publisher recently landed for the first time on the chart in December at #10 with 944 million views; in January, however, the brand upped that view count to nearly 1.2 billion views, placing it at #6 for the month. This means Zoomin.TV Viral also jumped four whole spots since December! What kind of content is this publisher’s audience watching so often to achieve this growth? As it turns out, the process of casting a Bitcoin model from melted-down bullet shells fascinated viewers; this video pulled in the most views for Zoomin.TV Viral in December at 8.7 million and a V30 of 7.6 million.
Animals and Food Claim the Most Average Views, Engagement
As we come to the last four publishers on January’s Facebook leaderboard, we have to address the newest introduction to the charts, and that is the brand Rick Lax Has Friends. Who is Rick Lax? He’s an entertainer and author who’s known for performing magic tricks. The publisher appears to be new to Facebook as of December 2017, and its about page says it’s a place to watch clips of Lax’s friends, who are “all funnier and more interesting than him.” This claim is apparently true, as within just a month’s time Rick Lax Has Friends generated around 868 million total views to place #9 on January’s leaderboard! Additionally, this publisher also boasted six of the most-watched top ten clips from across all the publishers on this month’s leaderboard, with this pranking clip coming in just behind UNILAD’s bowling video at 102 million views:
These final three publishers rounded out the chart for January 2018:
- Daily Mail improved its ranking by one over December to place #7 in January with almost 931 million total views. The UK news and media network has been in the top ten since November 2017, but is no stranger to Tubular’s leaderboards as it always seems reappear on the boards after falling off, a testament to the publisher’s hard work at understanding and distributing content which will draw in more eyeballs.
- Group Nine Media’s The Dodo came in #8 with nearly 911 million total views in January. And just like in previous leaderboards, this publisher claimed the highest ER30 of the top ten publishers in January thanks to the enduring appeal of its animal-based content at 1.5x, a solid 0.5x higher than the average 30-day engagement rate per view compared to a platform baseline.
- Finally, we see Viral TRND closing out January’s leaderboard at #10 with more than 860 million total views. This publisher, which describes itself as a “global provider of real-time, high impact, multimedia news and information,” first appeared on the leaderboards back in December 2017, and we expect to see more of it in the months to come.
Most Watched Facebook Publishers January 2018
- UNILAD (3.8B Views)
- LADbible (3.1B Views)
- VT (2.8B Views)
- Tasty (1.3B Views)
- Badabun (1.2B Views)
- Zoomin.TV VIRAL (1.2B Views)
- Daily Mail (930M Views)
- The Dodo (911M Views)
- Rick Lax Has Friends (868M Views)
- Viral TRND (860M 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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