As mandatory lockdowns and social distancing tied to the coronavirus pandemic increase consumers’ time spent online, more and more users are turning to social-video platforms for entertainment.
The cancellation of live sporting events is also leading to increased demand for sports-related content on platforms like YouTube and Facebook.
Tubular Labs, a leading social-video analytics firm, looked at what types of content digital creators are uploading and users are being drawn to as countries around the world enforce social isolation.
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Social-video consumption is up dramatically this month as at-home consumers search for entertainment and distractions from the coronavirus pandemic.
One analyst in charge of internet equity research at Evercore ISI estimated there’s been a 20% to 30% increase in engagement on YouTube as social distancing has taken hold around the world, noting that streaming companies haven’t released data yet on the average time spent on their platforms this month.
On social media, influencer-marketing firms are reporting spikes in views and engagement on sponsored posts, and downloads have increased dramatically on the short-form video app TikTok this year.
Looking at the latest data from platforms like YouTube, Facebook, and Instagram, the social-video analytics firm Tubular Labs put together a 22-page report on what content is grabbing consumers’ attention. One big area that’s overperforming is sports content, likely due to the cancellation of live events.
In its study, the company found that sports-related videos saw a 20% jump in average YouTube views for new videos uploaded in March.
Here are five key takeaways from Tubular Labs’ report:
Content categories like sports and health and fitness have spiked on YouTube this month.
Interest in lifestyle content and videos about sports, music, arts and culture, and health and fitness have all jumped on YouTube this month.
When compared to videos uploaded in 2019, the average number of views on videos uploaded in March in these categories has spiked this month. Video views jumped by 63% for health and fitness creators, 29% for arts and culture videos, and 20% for sports content between March 1st and 17th.
Increased interest in sports-related content comes at a time when live sports have mostly shut down around the world.
While demand for sports-related content has increased, recent cancellations in professional events has led to fewer videos being uploaded to YouTube.
As professional sports leagues shut down and major international events like the Olympics are postponed, consumer interest in sports content on social-video platforms like YouTube is up 20% this month.
While new sports videos on YouTube dropped off in the first two weeks of March (likely due to a scarcity of recent uploads from live sports), new videos in the category appear to be trending upward as of last week.
Some creators have begun uploading more content to YouTube to fill the void. The 5-person YouTube team DudePerfect have started doing their own live sports broadcasts of golf, soccer, and spikeball games.
With professional sports on hold, video creators can focus …read more
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