Before you fully get into the swing of fall with all those pumpkin spice lattes and Halloween costumes, don’t forget there’s still one leaderboard from August, the last full summer month of the year. Tubular’s YouTube leaderboard from last month is now live, with the top 100 most-watched channels and creators revealing some fascinating trends based on audience’s viewing choices. Overall, these audience members contributed just over 11.9 billion total views to the top ten most-watched channels in August!
Here are the month’s highlights:
- The top six channels saw at least 1 billion views each, with the top performer garnering over 3 billion views alone.
- The highest average 30-day engagement rate (ER30) of the top ten channels hit 1.4x, while the highest ER30 of the top 100 publishers hit a solid 6.8x (this came from a K-pop creator, which we’ll talk about more below).
- The best 30-day average (V30) from the top ten channels was a solid 32 million, while the best overall V30 across the top 100 channels landed at 40.9 million (again, an accomplishment from another K-pop creator).
- Out of all 100 creators, five of them increased rankings by at least 100 positions.
Top YouTube Channels August 2018
For August, we saw a few typical trends show up in the YouTube leaderboard. For example, children’s programming continued to hold many of the top 100 positions, with several of them gaining huge increases in ranking (the most-increased rank came from a kids’ channel which boasted a 626-spot improvement!). That being said, a few more interesting trends caught our eye we think video showrunners should know about. Here’s what we found:
Forget “Despacito”; K-pop Is the New Music Phenomenon on YouTube
Luis Fonzi’s “Despacito” took the YouTube world by storm in 2017 and helped cement the popularity of Latino music around the globe. However, there’s now another type of music YouTube audiences simply can’t pull their eyes away from, and that is K-pop (an abbreviation for Korean pop music). Our Q3 2018 State of Online Video report found K-pop musicians, creators, and channels pulled in 4.3 billion total views from April-June alone. Additionally, we noticed some clear indicators on August’s leaderboard that K-pop music is wildly successful on YouTube.
For starters, as you read above, the highest ER30 across all 100 channels at 6.8x came from SMTOWN, an entertainment and music label which manages South Korean music talent. The best overall V30 of 40.9 million hailed from a channel called ibighit, the managing label and brand behind the famous K-pop band BTS. This channel was also one of six to increase its rankings in August by over 100 spots — 115, to be exact, thanks to over 376 million views (its ER30 wasn’t too shabby either at 5.7x!). These numbers are proof K-pop will go down in history as one of the most influential trends and music genres on YouTube, especially if it keeps growing as quickly as it has been over the last few months.
WWE, T-Series Dominate YouTube Engagement and Views
While we’re on the subject of entertainment people can’t get enough of, we have to address a couple of familiar faces to our leaderboards thanks to their continued success at gaining billions of views on a regular basis.
For starters, the ever-popular World Wrestling Entertainment (WWE) YouTube channel has frequently landed in the top ten channels on past leaderboards, which was the case for August, too, where it jumped two positions to hit #4 with over 1.2 billion views! WWE was also claimed the honor of the highest ER30 out of the top ten most-watched channels at 1.4x. Obviously, the organization’s fans know they can flock to its YouTube channel for entertainment outside of linear television airings (the clip below, for example, drew in 8.4 million views across the last ten days of August alone). Kudos to WWE for taking advantage of this digital outlet to grow its brand!
Finally, we get to T-Series, the Indian entertainment and music label you’ve undoubtedly heard of by now if you pay attention to the leaderboards. Frankly, you could’ve heard of them via some well-known news outlets, too, as the YouTube channel for this media juggernaut is on track to beat out iconic YouTube star and gaming personality PewDiePie for most subscribers of all time (T-Series is at 62 million, and PewDiePie is sitting at 66 million). Now with that many subscribers, it’s undeniable you’ll get millions upon millions of views each month, and that was true for T-Series; in August, it saw just over 3 billion views alone, and maintained its #1 position on the YouTube leaderboard. The Indian entertainment brand even had sister channels T-Series Apna Punjab, T-Series Bhakti Sagar, and Bollywood Classics land on the leaderboard last month at #32, #50, and #85!
Clearly, August’s YouTube leaderboard shows us music and entertainment brands have a huge opportunity to find success on YouTube, especially if they have a large global appeal (Latino music, K-Pop, Indian Bollywood clips) or a rabid fanbase (WWE). Creating and employing a digital video strategy may be a lot of work at first, but when done right, it can easily boost the attraction, prominence, and authority of your brand — as well as the all-important loyalty of your fans! — for years to come.
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.
Get the Full-List of Top 25 Video Publishers on Facebook & Other Video Platforms
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, and Cross-platform. Get access today just by clicking this link.