Ahead of its annual Brandcast advertiser event, which is slated to take place virtually again this year on May 4, YouTube has unveiled a new ad offering under its YouTube Select ad program, which marks a rebrand of its former Google Preferred product that rolled out in May.
While Google Preferred previously bundled the platform’s top 5% most brand-friendly channels and sold advertising against them at a premium, YouTube Select adds so-called ‘prime packs’ into the mix — or collections of channels curated around a particular theme, like cooking or beauty.
Now, the latest offering under YouTube Select will allow advertisers in the U.S. to buy from a rolling set of seasonal sponsorships on a quarterly basis. These sponsorships will focus on what’s prominent in culture during any given time of year, YouTube says, such as Mother’s Day (during which time advertisers can purchase full ownership of top moms’ channels like WhatsUpMoms), Black Music Appreciation Month (enabling advertisers to buy across relevant playlists and channels like Joe Budden TV), Summer Wellness, and Women’s History Month.
“The breadth of the seasonal slate means advertisers have a much wider variety of opportunities to celebrate diverse communities and topics, and reach their audiences where they are watching,” Molly Quinn, Google’s head of strategy for its U.S. agency video team, wrote in a company blog post.
YouTube also provided some additional color about another ad program called YouTube Greenlight, which brings together a group of emerging creators to pitch an original series based on a specific advertiser’s goals. The sponsorship includes a custom creator pitch session, a fully-funded creator original series with integrations, and paid promotion across YouTube.
A YouTube spokesperson tells Tubefilter that Greenlight was actually introduced last year, but the company is offering more opportunities to be a part of it in 2021. Ensuing series will live on creators’ channels, but won’t officially tout the YouTube Originals designation.
Finally, on the advertising front, YouTube unveiled several key tentpoles for its its 2021 upfront programming slate, which includes NFL Game Day All Access, Summer Game Fest and The Game Awards, and a new slate of sustainability-focused originals that will bow later this year.
YouTube veteran Kassem ‘G’ Gharaibeh has landed a new gig at gamer and pop culture-focused TV and digital network G4 as a member of its on-air talent team.
Gharaibeh will bring his comedic chops to G4’s content across all platforms, including to its flagship series Attack of the Show!
Gharaibeh’s hire arrives ahead of G4’s long-anticipated relaunch, which is slated for later this summer. The network first bowed in 2002 and ceased operations in 2014. A revival on both linear and digital platforms was announced in July 2020.
“Kassem is a gifted comedian and one of the first YouTube creators to popularize San Diego Comic-Con through his hilarious man-on-the-street coverage of fan culture on the convention floor,” Grace Lê, G4’s director of development, said in a statement. “In addition to being an award-winning host, Kassem is incredibly knowledgeable about geek and pop-culture and we’re so excited to bring his talent and expertise to G4’s programming.”
Other recent announcements at G4 ahead of its relaunch include the addition of esports pundit Alex ‘Goldenboy’ Mendez to its on-air talent team, the return of popular game show Ninja Warrior, and a partnership with the WWE for a video game competition series later this year hosted by pro wrestler Xavier Woods.
You can check out Gharaibeh’s announcement video right here:
Eight-year-old Buffer Festival, the Toronto-based online video gathering where YouTube creators showcase their works in the vein of a film festival, is venturing across the pond.
The event will host its first-ever London event from October 29 to 31 at the Odeon Leicester Square cinema. Buffer London will feature both live and virtual programming, including content screenings, an educational series, and a red carpet gala. Tickets will be available here beginning May 6, ranging in price from 20 to 100 pounds (roughly $28 to $140).
Confirmed attendees thus far include TomSka, Elle Mills, Dodie, Taz Alam, Tom Scott, Molly Burke, Espen Johnson, Julie Nolke, Julia Nunes, Myles Wheeler, Tre Melvin, Sammy Paul, Josh Pieters, Archie Manners, Jack Howard, Dean Dobbs, and Will McDaniel.
For the U.K. gathering, Buffer is partnering with LifeStyle Edge, a live events company that is also behind The London International Music Show and Bricklive, a convention for Lego fans. Lifestyle Edge is licensing the Buffer name for the London edition, while Buffer will handle all creative for the upcoming event. The specific terms of the deal were not disclosed, but it calls for an option for two more subsequent annual events.
“We could not be more excited to be bringing Buffer Festival to London,” Buffer CEO Scott Benzie said in a statement. “Creators from the U.K. have always been part of the bedrock of Buffer programming, in a strange way it’s a kind of homecoming for the festival.”
Buffer is tentatively slated return to Toronto from Aug. 26 to 29 in partnership with Fan Expo Canada, a speculative fiction fan convention. It will take place at the Metro Toronto Convention Center in the John Bassett Theatre.
YouTube has temporarily demonetized James Charles’ channel following allegations he sent sexual text messages to minors.
“We can confirm that we had applied our creator responsibility policy and temporarily removed James Charles from the YouTube Partner Program,” YouTube tells Tubefilter.
The platform’s Creator Responsibility policy allows YouTube to demonetize or suspend creators for causing harm to the community as a whole, even if they and/or their content didn’t expressly violate its Community Guidelines.
YouTube cited this same policy when it demonetized David Dobrik’s channels last month, Shane Dawson’s channels in June 2020, and Logan Paul‘s channel in 2018.
Charles, who is 21, has faced numerous allegations of sexual misconduct over the past two years. Most recently, two minors came forward with accusations that he sent them sexual messages and nude photos.
One of the minors provided Business Insider with screenshots that showed his age publicly listed on his profile. The minor also challenged Charles’ claim that he lied and said he was 18.
YouTube did not say how long Charles’ channel–where he has more than 25 million subscribers and nets around 60 million views per month–will be demonetized, or say whether there is anything Charles can do to get it remonetized.
This afternoon, CEO Mark Zuckerberg revealed on Sidechannel (a newly launched Discord server for independent writers and reporters) that Facebook is developing a suite of sound mixing tools, plus a Twitter-esque audio post function called Soundbites and Clubhouse-esque audio chat rooms.
Zuckerberg said the company also plans to add listening, recommendation, and sharing tools for podcasts.
“We think that audio is, of course, also going to be a first-class medium, and there are all these different products to be built across this whole spectrum,” Zuckerberg told reporter Casey Newton.
Pretty wild that this news dropped in a live audio room in a Discord run by a collective of independent writers
About Facebook’s Clubhouse clone, called Live Audio Rooms, Zuckerberg added, “You already have these communities that are organized around interests, and allowing people to come together and have rooms where they can talk…I think it’ll be a very useful thing.”
In a blog post, Facebook highlighted the fact that it’s baking creator monetization into Live Audio Rooms (something Clubhouse is working on adding post-launch). Creators who host Rooms will be able to receive Facebook’s onsite currency, Stars, from fans, just like streamers do. They’ll also be able to charge one-time pay-per-view (er, pay-per-listen) fees for certain rooms/events, and monthly subscriptions for ongoing access.
As for Soundbites, Facebook said it’s introducing a creator fund “to support emerging audio creators and get early feedback on the new product experience.” Details about the fund–how much it will disburse, who might be eligible–were not disclosed.
For now, Facebook is working with creators like YouTuber and comedian Drew Lynch(2.25 million subscribers) to “experiment with different concepts” for Soundbites, and plans to refine the feature before launching it wide, the company said.
Podcast tools will roll out “within the next few months,” Facebook said, and there’s no public ETA for the audio mixing tools.
Clubhouse raises Series C
This news comes a day after Clubhouse, which is rapidly becoming a major figure in the audio space (along with Hollywood and Silicon Valley), announced its third funding round.
The invite-only app closed its Series B in January; that round raised an undisclosed amount of money and valued Clubhouse at a staggering $1 billion.
This round’s amount of funding is similarly undisclosed, but Clubhouse did reveal the Series C is being led by Andrew Chen at a16z, with participation from DST Global, Tiger Global, and Elad Gil.
Fresh funding “will allow us to heavily scale our team to support international growth, invest in localization and accessibility features, launch more programs like the Creator First accelerator to help get paid, invest deeply in discovery to help people find the best rooms, and continue to scale our support and community health teams,” Clubhouse said in a blog post.
Clubhouse hit 10 million weekly active users in February.
According to Jake Paul, his knockout boxing bout with former MMA world champion Ben Askren raked in $75 million.
The April 17 fight, which was put on by Snoop Dogg and Triller’s The Fight Club and set in the Mercedes-Benz Stadium in Atlanta, ended with a first-round KO victory for Paul. It was his first time in the ring since November, when he similarly KO’d NBA star Nate Robinson.
In the leadup to the fight, Triller announced it would sell a “one-of-a-kind professionally produced video sequence” of Paul’s Robinson knockout, plus a second video featuring any knockouts from the Askren fight, on its newly launched NFT marketplace. Per the marketplace, the Robinson clip sold for a whopping $1,137,955. The Askren clip isn’t listed yet.
In an Instagram post, Paul said the Askren fight sold 1.5 million pay-per-view tickets. The fight aired across numerous platforms; tickets cost $49.99.
As DAZNpoints out, that full $75 million isn’t going into Paul’s pocket–at least, not entirely. His contract reportedly guaranteed payment of $690,000, but his final earnings could be higher depending on what’s left after broadcasters and agencies take their cuts. (How much higher is unclear, but we broke down potential earnings from his brother Logan Paul’s 2018 fight with fellow YouTuber KSIhere.)
Post-fight, Askren responded to his loss with a single tweet:
A significant amount of attention was also focused on the fight’s backstage preshow, where host Pete Davidson confronted Paul about the sexual assault allegations he’s facing from TikToker Justine Paradise.
“You can’t joke around about that,” Paul responded.
“I feel like if I was a boxer, the last thing I’d want is this right before I fought,” Askren chimed in.
Triller’s Fight Club has revealed that its next bout will take place June 5, and will involve DJ and producer Diplo (who performed at the Paul/Askren fight) squaring off against an as-yet-unnamed opponent.
YouTuber Jeffree Star is in stable condition after a “severe” rollover car accident in his home state of Wyoming.
The 35-year-old beauty creator’s account was updated this morning with a photo of Star in a hospital bed, wearing a neck brace.
“A few hours ago Jeffree and Daniel [Lucas] were in a severe care accident and the car flipped 3 times after hitting black ice,” the tweet read. “So thankful they are both alive.”
A few hours ago Jeffree and Daniel were in a severe car accident and the car flipped 3 times after hitting black ice We will update you all when the doctor gives us more info. So thankful they are both alive. pic.twitter.com/ZIyikskJlq
The duo are teaming on a three-hour live stream to raise money for Next For Autism — an organization that works to address the needs of people with autism and their families through educational, clinical, and vocational programs nationwide. This is a cause close to Rober’s heart, given that he has an autistic son, he shared in a YouTube video today (below) that also served as an announcement for the blockbuster fundraising stream.
The YouTube Originals event will take place right here on April 30 at 8 pm ET on Rober’s channel, which is home to 17.9 million subscribers and 80 million monthly viewers. The event will comprise musical performances, comedy skits, DIY science stunts, viewer interaction, and more.
Officially titled Color The Spectrum, the star-studded lineup includes: Adam Sandler, Andy Samberg, Chris Rock, Conan O’Brien, John Oliver, Jack Black, Jon Stewart, Mark Hamill, Marques Brownlee, Maya Rudolph, MrBeast, Paul Rudd, Rhett & Link, Sarah Silverman, Stephen Colbert, Terry Crews, and Zach Galifianakis.
The fundraising is being powered by creator-centric platform Tiltify, and produced by Michelle and Robert Smigel, whose Jon Stewart-fronted Night Of Too Many Stars benefits inspired Rober to create his own event. The Smigels also have an autistic son named Daniel.
“Autism awareness is such a personal cause for my family and me,” Rober said in a statement. “It is inspiring to team up with Jimmy and Robert and create this unprecedented opportunity to bring together traditional entertainment stars with some of the world’s biggest YouTube creators. I don’t think we have ever seen these worlds unite on a scale like this before. The best part is that this is all being done for people in need and who are so deserving.”
Twitch has announced a significant crackdown on bots, having removed more than 7.5 million fake accounts, it says, in order to purge fake engagement.
Twitch said in a Twitter thread that both follow-botting and view-botting violate its terms of service, and that offending accounts were detected via machine learning technology that it says “will continue to improve and we will continue to operate going forward.”
“We engage in enforcement when necessary, including pursuing legal action,” Twitch continued. (To this end, Kotaku notes that, in 2018, Twitch won a case against two viewbot sellers, who were ordered to pay the Amazon-owned platform $1.3 million).
We have been monitoring the rise of fake engagement on Twitch and have identified 7.5MM+ accounts that break our TOS by follow-botting and view-botting. We are taking action on these accounts and appreciate all of the reports about this issue.
Twitch also warned that, as a result of the purge, creators may see a “sudden decrease” in follower and viewer counts in coming days.
Accordingly, Kotaku reports that some smaller streamers have lost hundreds or even thousands of followers — though the ‘follower’ metric is less important on Twitch than on other platforms, where concurrent viewers and total hours watched are far more significant. Top streamers have also seen their counts plummet, Kotaku reports, including Félix ‘xQc’ Lengyel (who lost 2.6 million followers), and Chance ‘Sodapoppin’ Morris (who lost a total of 3.2 million followers).
Arcade Fire has sought an innovative distribution strategy for its latest single.
The Canadian indie rock band has released a new 45-minute instrumental track dubbed “Memories In The Age Of Anxiety,” which is available exclusively via the meditation app Headspace. A subscription to Headspace, which you’ll need to listen to the track, is priced at $13 per month or $70 annually.
On Twitter, the company explained that the track is part of its ‘Focus’ playlist, which is curated by John Legend. Legend serves as Headspace’s chief music officer, where he leads the app’s music efforts — beyond its flagship meditation courses — and helps curate relaxing playlists from the likes of St. Vincent, Shane Lindstrom, Hans Zimmer, Madlib, and more.
For its part, Arcade Fire explained on Instagram that it was aiming to create “meditative vibes to help you focus and feel inspired.”
Headspace, which named former Hulu executive Val Kaplan Zapata as its CMO last month, says it counts 70 million users in 190 countries. Its aim, it says, is to improve the health and happiness of the world, via a direct-to-consumer offering as well as a B2B business, which enables companies like Starbucks and Adobe to offer mindfulness products to their employees.
“A little while ago — this is so weird — I asked Jenna to marry me and she said yes,” Solomita said. “So, we are engaged.”
Last June, Mourey announced that she was indefinitely stepping away from her YouTube channel, as well as a joint podcast with Solomita. At the time, she apologized for past racist videos — one in which she could be seen donning blackface, and another containing song lyrics making fun of Asian people — and privated most of her old content.
At the same time, Mourey’s channel is still live with select videos, and counts 20.1 million subscribers.
BREAKING NEWS THAT WILL MOST DEFINITELY CHANGE YOUR LIFE: Julien Solomita announces that he and Jenna Marbles are engaged. pic.twitter.com/nZobgEhHK0
After a 30-day, nonstop-streaming “subathon,” Twitch content creator Ludwig Ahgren has broken the platform’s record for most paying subscribers.
The previous record was held by Ninja, Twitch’s most followed streamer; he hit an all-time high of 269,154 paying subscribers in 2018. Ahgren ended his stream after surpassing that figure April 13.
According to TwitchTracker, Ahgren now has 273,585 active subscriptions (that is, people paying at least $4.99 per month to access exclusive content like subscriber-only chats, badges, and emotes). He has 2.7 million followers.
Ahgren launched the stream March 14. He set it up like this: every time a new person subscribed, the stream’s clock was extended by ten seconds. He planned to stay live, playing video games and chatting with viewers, until the clock ran out.
He told the New York Times he expected to stream for between 24 and 48 hours. But by March 18, he’d spent more than 100 hours live, and had brought in more than 40,000 new subscribers–and the flow wasn’t slowing.
“The weirdest thing is every time I wake up, it feels like it gets bigger and bigger,” he told the outlet. “Last night, I went to bed with 30,o00 viewers and 60,000 subs. I woke up and I was at 70,000 viewers and 70,000 subs.”
Ahgren slept and ate on stream, and when he was away from his computer, would play other content to entertain viewers.
On the stream’s final day, he pledged that for each new subscription, he would donate $5 to charity. PerThe Verge, that money went to the Humane Society and St. Jude Children’s Research Hospital. He also pledged to give $1 from each subscription gained during the subathon to No Kid Hungry.
After the stream concluded, Ninja tweeted some good-natured congrats at Ahgren:
Records are meant to be broken, I would be lying if I said wasn’t a little sad but congrats @LudwigAhgren on holding the new sub record on twitch
Welcome to our weekly social video spotlight, where we use data from Tubular Labs to showcase the video content currently trending on social media.
Famous deaths always create reactions on social media, though they can come from different sources depending on who unfortunately passes away. In the case of Prince Philip last week, much of the video coverage was generated by traditional media. But for DMX, that appeared to be fueled by fans, as highlighted below.
Following the death of Prince Philip, the Duke of Edinburgh, tributes to the husband of Queen Elizabeth rolled in from around the world. Looking at Facebook videos from April 5-11, Tubular Labs found over 2,500 videos about Prince Philip, amounting to 159 million views.
Many of the top creators obviously came from the United Kingdom, including E4 (9.3 million views), BBC News (7.1 million), Daily Mail (5.1 million) and the Royal Family (4.4 million). However, United States creators like People Royals (4.3 million) and ABC News (3.8 million) still generated plenty of views on the the topic, as did Australian creators like TODAY and 9 News (which had 2.5 million views apiece).
Fans mourned the passing of DMX last week as well, after the rapper died at age 50 in White Plains, N.Y. On Twitter alone, over 6,313 videos were posted about him, amounting to over 69 million views. The large majority of those (50.6 million) came on Friday, April 9, the day of his death.
Video content curator Video Quay (@Dvorak) was the top creator with 5.3 million views. The account shared just one video, not of DMX’s music, but the rapper riding the SlingShot amusement park ride with his daughter and assuring her they were going to be all right.
Other top creators included Breakfast Club Power 105.1 FM (5.0 million views), as well as various personal accounts and BET (1.3 million views).
Interestingly, of the top Twitter videos about DMX last week, you don’t get to one of him rapping until the 13th most viewed (posted by @Vada_Fly) with 945K views. Those with more views focus on either fun stories about him as a person, interesting info–like how he wound up in a Sum 41 video–and various clips of him singing backstage or in his free time.
Klem Family rising
Since the Klem Family‘s initial breakout back in January, the creator’s been off like a rocket. During the week of April 5-11, the Klem Family was the top U.S. creator on YouTube with 123 million views on just seven new video uploads (per Tubular). After recording just 10.4 million video views in January, the Klem Family grew to 271.3 million in February and then 700.7 million in March. With over 376 million this month, they’re already on pace to surpass that in April.
The account’s top video this past week was also the top U.S. YouTube video overall–Beach Money Ball!!. The 40-second video is shot on a mobile device and simply puts dollar totals on holes in the sand. And yet…it collected nearly 94 million views (and even more in the days since).
Similarly, the Klem Family also had the No. 9 YouTube video in the U.S., Money Plate Challenge (18.6 million views). This time a 30-second mobile video, it’s the same basic concept of the first clip–digital labels on three paper plates and members of the family throwing in that direction.
The videos are simple, sure. But they’re clearly racking up views, even as vaccine rollouts would seemingly mean families are less likely to be stuck at home needing these sort of games to keep them occupied.
Late last month, it was announced that the YouTube Original competition series Instant Influencer would be moving in a different creative direction with a new host for its second season.
Initially, makeup creator James Charles had been slated to host season two’s search for the next big beauty vlogger. YouTube has not confirmed its reasoning for parting ways with Charles, but his exit arrived in the wake of allegations that he’d been flirting with underage fans.
Accordingly, Variety reports, YouTube artist — and NFT entrepreneur — Zach ‘ZHC’ Hsieh has been tapped to headline the series’ sophomore season, which will reward one up-and-coming artist with a $100,000 cash prize.
Casting kicks off today, with applications available here to those who are at least 18 years old and based in the U.S. To enter, creators must submit a YouTube video showcasing their artistic skills and personalities. A total of 10 contestants will ultimately be selected.
Premiering later this year, season two will count twice as many episodes as the first installment — eight — and will feature artistic challenges judged by Hsieh and a panel of celebrity guests. The series will live on Hsieh’s YouTube channel, which counts 20 million subscribers and garners 60 million monthly views.
Episodes will cover, for instance, a 10-hour painting endurance challenge, and a collab assignment with other famous YouTubers.
“We are excited to expand upon the beauty and makeup themes of the first season and introduce a more diverse cast of competitors that are artists in a variety of different mediums,” Susanne Daniels, YouTube’s global head of original content, told Variety in a statement. “It was always our vision to incorporate different artistic points of view into the series, and we can’t wait for viewers to see all new forms of creative expression.”
“This is a pivotal moment for Zach to take his career to the next level,” added Michael Gordon, Hsieh’s manager at Night Media who will also serve as an executive producer. “We couldn’t have chosen better partners than [producer] Brian Graden and the YouTube Originals team. We are incredibly excited to see the end product.”
Former Vine star and musician Adam Perkins has passed away at age 24. The cause of his death has not been disclosed.
Perkins’ twin brother, Patrick, confirmed Adam’s passing Tuesday on Instagram. “Being a twin is a very central part of my identity. It’s all I’ve known,” he wrote. “And I’m struggling to find the words to explain what it will be like for me to live in this world without him. My best friend.”
Perkins was best known for his surreal ‘Welcome To Chili’s’ Vine, Variety notes — in which he walks into a bathroom in his underwear and cheerfully utters, “Hi, welcome to Chili’s.” The clip had eclipsed 25 million views — and Perkins had amassed 300,000 followers — before Vine ultimately shuttered in 2016.
Beyond his social media fame, Perkins graduated from New York University with a degree in musical composition. He dropped his first album, Latch Relay, under the artist name Plas Teg, in 2018. In commemoration, Patrick said he would be releasing a limited edition vinyl edition of the album.
“It will be the first release on Plas Teg Records,” Patrick wrote, “a label that will seek to fulfill his musical destiny that was so tragically cut short.”
Spotify has announced a slight revamp to the way in which it tabulates its podcast charts, which it first launched last July as a way to chronicle the top audio series on its platform as well as to serve as a key discovery tool for listeners — harnessing a format first popularized by Apple Podcasts.
In a blog post, Spotfy said it is introducing both new and more detailed charts for the 2.2 million podcasts that currently live on its platform, as well as a web experience for browsers the U.S. Previously, podcast charts could only be accessed via the Spotify mobile app, and the company says it is looking to bring desktop charts to more markets soon.
Last July, Spotify launched two charts in 26 markets: ‘Trending Podcasts‘, to track the 50 fastest-growing shows in each market, and ‘Top Podcasts‘, which it said would list the 200 most popular shows based on “recent listener numbers.”
Top Podcasts will continue to serve as a flagship chart of sorts, though now Spotify says it will take into account both overall follower counts — a new metric — and recent unique listeners. Also new is a ‘Top Episodes’ chart, which Spotify notes will speak to of-the-moment trends, exclusively determined by unique listeners on a daily basis.
Spotify will continue to offer its Trending chart, which it says serves to reward emerging creators, as well as charts that are divided into different content categories (such as arts, business, comedy, education) and countries.
[Editor’s Note: Tubefilter Charts is a weekly rankings column from Tubefilter with data provided by GospelStats. It’s exactly what it sounds like; a top number ranking of YouTube channels based on statistics collected within a given time frame. Check out all of our Tubefilter Charts with new installments every week right here.]
Scroll down for this week’s Tubefilter Chart.
This week’s ranking of the top 50 most-viewed YouTube channels in the world offers a clear recipe for success on the world’s top video site. If you want to roll up a huge view count, all you need to do is post TikTok-style content that appeals to babies and toddlers in India. Or something like that.
T-Series is still the #1 channel in our global top 50. The popular Indian channel, which serves up movie clips and music videos, is on top of the heap in a week dominated by South Asian content. The top four channels in the latest global top 50 all hail from India, and the other members of that fearsome foursome are closing the gap on T-Series. Still, there’s no other YouTube channel in the world that can match T-Series’ 744.6 million weekly views. Maybe next time!
The digital destination that came the closest to eclipsing T-Series — and thus earned this week’s “global runner-up” crown — is SET India. The YouTube home of a Sony-owned TV channel, SET India finished out our latest measurement period with 649.5 million weekly views. The channel shows no signs of slowing down even after surpassing 100 million subscribers.
Another Sony-owned hub, Sony SAB, finished third in the world this week, registering 481.7 million weekly views. The Indian comedy channel’s digital home has followed right behind SET India for three straight weeks.
The final Indian channel in this week’s global top four is Colors TV, another digital hub connected to TV channel. Colors moved up four spots in our ranking after placing 8th in the world a week ago. Its 403.6 million weekly views represent a 28% week-over-week traffic increase.
Vlad and Niki rounded out the global top five. The Russian-American family vlog earned 321 million weekly views in our latest count.
Short-form content is experiencing a boom on YouTube, thanks to Google’s decision to fashion its video platform into a TikTok competitor. With the algorithm seeming to favor clips that are under a minute, now’s the time for the internet’s short-form heroes to make their marks on YouTube.
Enter Zach King. King first rose to internet fame with his six-second antics on Vine, and after that platform’s demise, he moved over to TikTok, where he continues to wow audiences with his clever videos. Each Zach King clip is an adventure filled with careful editing, deceptive camera angles, and whimsical setups. Blink, and you might miss the movie magic that allows the American creator to fall through his chair.
After conquering TikTok, King is now taking on the YouTube audience. Over our latest seven-day measurement period, King’s official YouTube channel received 127.8 million weekly views, good enough for 45th place in our global ranking. King reached the top 50 thanks to a 46% week-over-week viewership increase, which boosted him up from 94th place a week ago. Look closely, and you may find some secret camera trick that is helping with that boost — or maybe the guy’s technically brilliant videos are just that popular.
Here’s a breakdown of the Top 50 Most Viewed channels this week in terms of their countries of origin:
India: 19 channelsin the Top 50.
United States: 15 channels in the Top 50.
South Korea: 4 channels in the Top 50.
Canada and the United Arab Emirates: 2 channels in the Top 50.
Argentina, Belarus, France, Pakistan, Puerto Rico, Romania, Russia, and Turkey: 1 channel each in the Top 50.
[Editor’s Note: Tubefilter Charts is a weekly rankings column from Tubefilter with data provided by GospelStats. It’s exactly what it sounds like; a top number ranking of YouTube channels based on statistics collected within a given time frame. Check out all of our Tubefilter Charts with new installments every week right here.]
Scroll down for this week’s Tubefilter Chart.
Last week, Lil Nas X shook up our US Top 50 with a controversial music video for his song “Montero (Call Me By Your Name).” Seven days later, our American Top 50 has returned to its kid-friendly base state, though some other musicians are still making their marks on the chart.
Vlad and Niki is the third channel in as many weeks to claim the #1 spot in our US-only ranking. The Floridian family vlog, which spent some time at the top of this chart last year, has returned to its previous heights after registering 321 million weekly views. That traffic was just enough to eclipse Like Nastya, which earned the #2 position in this ranking for the second week in a row despite racking up 311.6 million weekly views.
Third place in the US Top 50 went to another kid-friendly channel, D Billions. The colorful hub for jingles and edutainment videos continued its sustained climb up the American charts by earning 295.9 million weekly views and surpassing eight million total subscribers.
The only channel in this week’s US top five that caters to an audience other than young children is WWE. The wrestling content hub, long a mainstay of these charts, reached the #4 spot this week, after picking up 283.8 million weekly views. WWE’s lifetime YouTube viewership has now surpassed 57 billion, a figure no other channel in this week’s US top five can match.
Kids Diana Show, which led this chart a week ago, dropped down to #5 this week. The Ukranian-American family vlog scooped up 281.4 million weekly views.
Taylor Swift might not be as provocative an artist as Lil Nas X, but the Pennsylvania-born pop star has still generated her fair share of drama throughout her career. One of her most notable feuds has been with her former record label, Big Machine, which long refused to sell her the masters for her back catalog.
Swift has found a fun way to fight back. She plans to re-record her older albums, so that she can control and profit off her own music. She began this project with her 2008 album Fearless, which is currently making a splash on YouTube. Swift posted re-recorded versions of Fearless songs on both of her active YouTube channels, and as a result, both her personal (32nd) and VEVO (46th) accounts made their way into this week’s US Top 50.
The OG Taylor Swift YouTube channel snagged 74.9 million weekly views, which was good for a week-over-week increase of 43%. Meanwhile, the artist’s VEVO page, where she dropped her new albums Folklore and Nevermore last year, saw a week-over-week jump of 95%, which brought it up to 64.5 million weekly views.
Swift is a big star, so if she truly intends to re-record her entire back catalog, we expect to see a lot of her in our US Top 50. Especially when she gets to 1989. That album slaps.
The policy applies when massive creators engage in reckless or dangerous behavior — whether on video or not, Koval says — that YouTube and advertisers wouldn’t want to be associated with. The policy was forged in the aftermath of the Adpocalypse, and appears to have first been tendered against Paul amid his suicide forest controversy in order to protect the reputation and revenues of YouTube’s greater community of creators and advertisers. “When advertisers pull their spend,” Koval says, “everybody loses.”
You can check out the full Creator Responsibility policy right here, which shares examples of potentially violative behavior, including: intending to cause malicious harm to others, participating in abuse or violence, demonstrating cruelty, or participating in fraudulent or deceptive behavior that leads to real-world harm.
Punishments are determined by a team of experts, and can include: temporary or permanent demonetization, restrictions of videos in recommendations (including the homepage, trending tab, and ‘up next’), and loss of partner manager support.
“These situations are rare,” Koval says, “and often temporary. Privileges are often given back after a period of time and good behavior.”
You can check out Koval’s just-published explainer video on the policy below:
Welcome to Creators on the Rise, where—in partnership with global creator company Jellysmack—we find and profile breakout creators who are in the midst of extraordinary growth.
Gunnar Deatherage is no stranger to stitching for an audience.
In 2012, the Los Angeles-based designer showed his skills on two back-to-back seasons of Bravo TV’s long-running series Project Runway, competing in the show’s tenth season as well as the fourth season of its spinoff special Project Runway All Stars. Deatherage didn’t walk away with the catwalk crown in either season, but Project Runway did help launch his career in fashion and set design.
Between the end of his time on Project Runway and the start of the COVID-19 pandemic, Deatherage had his work featured in magazines like Vogue Italia, Elle, Pattern Magazine, and USA Today. He styled celebrities including Lady Gaga, Matthew Broderick, and Allison Janney. At his day job as the art director, decorator, and draper for film and commercial design firm Nomad, he has worked on sets for music icons like Ariana Grande, Katy Perry, Halsey, and Sia.
But, like many folks across many industries, Deatherage’s stream of work began to slow with the onset of the pandemic in March 2020. So he put idle hands to work by joining TikTok.
Both of those videos (plus the 20 he’s uploaded since) helped drive Deatherage’s channel from 13,000 subscribers on March 1 to, now, more than 212,000. His view count has also skyrocketed from 821 views in January to 255,000 in February to more than 12 million in March.
Deatherage says the growing attention has already led to a partnership with Patreon. In the coming weeks, he plans to launch a page where patrons can pay for handmade patterns that’ll let them recreate his viral pieces.
Check out our chat with him below.
Deatherage’s YouTube subscriber and view counts have skyrocketed since early March. Data courtesy of Gospel Stats.
Tubefilter: Tell us a little about you! Where are you from? What do you get up to outside of YouTube?
Gunnar Deatherage: I am originally from Louisville, K.Y., but I live in L.A. now! I don’t have much free time, but when I do take a moment for myself, I love to go to the gardens in Los Angeles, travel, shopping–ha! My background is in set and interior design as well as fashion design! I’m a bit of a Swiss Army knife of skill sets! I like to refer to myself as a modern Renaissance man. My brain just loves to create, it doesn’t matter the medium.
Tubefilter: Your channel has recently seen a big boost in subscribers and views. What triggered this increase?
GD: It’s wild, right? Almost 200K in a month!
I can 100% thank YouTube Shorts for the increase. The new sector of the platform is really embracing the media style of apps like TikTok and Instagram Reels, so it has really brought my style of content to new eyes, and for that I am so thankful!
Tubefilter: Was there a specific video that went viral? Why do you think that particular video became popular?
GD: My first truly viral video on YouTube was a video [embedded below] where I created a dress from items I bought at The Dollar Tree. I think there’s something so fun and whimsical about making something from nothing. I was on a few seasons of Project Runway, so creating in that way is just in my nature at this point!
Tubefilter: How did you get into fashion design? What draws you to it as a career?
GD: My grandmother taught me to sew early on, and encouraged me to always improve my skills. I’m entirely self-taught aside from her knowledge. I love dressmaking because you can create such incredible pieces from nothing but a flat piece of fabric. It’s 3-D art meets multiple skill sets. Sewing is a lot of problem solving, so the little victories along the way make it worth it. Also, seeing someone feel their absolute best in a piece you created is a feeling like none other.
Tubefilter: How, why, and when did you decide to launch a YouTube channel?
GD: To be honest, YouTube intimidated me for so long! Had I not been at home from the pandemic, and posting on TikTok, I wouldn’t have made the leap. I’ve not even been on TikTok for a full year, and have almost 2 million followers, and seeing how inspired viewers are by seeing a somewhat difficult process simplified really inspired the move to YouTube!
For me, YouTube is the only app where you can actually make a living creating, so having a steadily growing following is mind-blowing.
Tubefilter: Has your recent engagement uptick changed anything for you? Do you have any new plans or goals for your content career?
GD: Well, partnerships make a big difference, ha! I have so many plans, and now that I know I have eyes who want to follow along that journey, I plan on stepping up to the plate and delivering!
Tubefilter: What’s your favorite thing about making content on YouTube?
GD: Well, it certainly isn’t the comment section, haha!! The YouTube comment section can be brutal, but that being said, I think my favorite part is watching a new audience see what I’m capable of, and then constantly surprising them. I LOVE hearing that people are surprised with every post.
Tubefilter: You mentioned creating on TikTok, too. Do you make content on any other platforms? How does your content differ from platform to platform?
GD: I do create for my TikTok as well as my Instagram! I try to give each channel its own style of content, and some content does not cross over to other channels, but it’s hard to keep up all the time because my content takes SO LONG to create! I’m literally making a full gown for one 60-second post, ha!
Tubefilter: What’s next for you and your channel?
GD: Education!!! I’m working closely with Patreon to launch a Gunnar page! My team and I are creating custom Gunnar Deatherage patterns that will release on my Patreon, as well as the basics of sewing videos. I will have a lot of tiers and options so people can grow with me. I think sharing knowledge is my favorite part of creating, and offering that while supporting myself is the goal!
Jellysmack is the global creator company that detects and develops the world’s most talented video creators. The company’s proprietary video optimization technology and data drive social audience growth, unlocking new revenue streams and amplifying monetization.
Currently home to over 150 influential Creators including PewDiePie, MrBeast, Brad Mondo, and Bailey Sarian, Jellysmack optimizes, operates, and distributes creator-made video content to Facebook, Instagram, Snapchat, TikTok, Twitter, and YouTube. Jellysmack-managed content boasts 10 billion global monthly video views and a cross-platform reach of 125 million unique U.S. users, making it the largest U.S. digital-first company in monthly social media viewers.
YouTube creator Moriah Elizabeth, who’s best known for customizing squishy toys and other artistically-inclined DIYs, has unveiled a collaboration with the iconic Rubik’s Cube toy.
The deal was facilitated by Elizabeth’s merch partner of three years, Spring — formerly known as Teespring — which says it has helped catapult her revenues by 3,450% in less than three years.
The Moriah Elizabeth x Rubik’s Cube was born of fan demand, Spring says, after viewers repeatedly requested that Elizabeth use her design skills to decorate one of the toys, which she subsequently did — personally illustrating 54 of her unique character faces onto each square. That video (below) has garnered over 6.9 million views and 88,000 comments and counting.
Spring subsequently sprung into action, it says, locking in terms with Rubik’s Cube, as its strategic partnerships management team worked with Elizabeth — who does not disclose her last name — on design.
The limited edition Rubik’s Cube — priced at $20 — is currently available for preorder, which concludes on April 19, whereupon production will commence. The products are set to ship on June 21.
“We’ve launched collaborations with some of the biggest designers and household names in the world and are thrilled to step into the creator economy for the very first time with Moriah and Spring,” Elizabeth LoVecchio, VP of marketing at Rubik’s Cube’s parent company Spin Master, said in a statement. “When we saw the overwhelming reaction from her huge fanbase, it was a no-brainer to join forces and bring her creation into reality.”
Elizabeth counts 6.3 million YouTube subscribers, and her channel is growing at a rapid pace, having gained more than 2 million subcribers in 2020 alone. The Rubik’s Cube, born in the 80s, has sold 450 million units worldwide. Spring, for its part, says it has seen 30 people become millionaires solely from selling products on its platform.
You can check out Elizabeth’s Rubik’s Cube customization video, which set the whole collaboration into motion, below:
Kyra Media, a Gen Z-focused digital network that reps social talent and produces both branded and original content — with a roster that boasts 100 million followers on TikTok alone — has named Shan Lui its SVP of talent.
Lui will oversee Kyra’s talent business, including management and content development, overseeing a team of four managers.
Kyra’s creator roster includes eccentric TikToker Noen Eubanks, lip sync star Nintendo Grl, beauty creator Abby Roberts, and dancer Maddi Winter. Its latest signings include self-described soft boy Benji Krol and financial advice duo Parii & Adi. The company has collaborated on brand deals with the likes of Samsung and Revolution Beauty, it says.
Prior to joining Kyra, Lui spent five years as VP of creative partnerships at experiential marketing company Superfly, where she led collaborations with the likes of Warner Brothers, Sony, and NBCUniversal. Prior to that, she served on the artist management teams for U2 and Madonna.
“I’m looking forward to taking a distinct management approach for our rapidly growing talent division,” Lui said in a statement, “elevating creative, discovering unique and engaging voices in the creator community, building their brands and IP, and taking a strategic, 360 approach to their businesses.”
London-based Kyra, which was founded in 2017, has raised $7.3 million in venture funding to date. In addition to working with creators, the company also creates its own media brands, including the TikTok fashion channel Rag Report, which has amassed 442,000 followers.
Esports org and apparel brand 100 Thieves has signed its first non-U.S.-based streamer, the Japanese-Canadian creator Kyedae Shymko, who also happens to be its youngest member to date and first-ever Valorant player.
Nineteen-year-old Shymko, who lives in Canada and speaks fluent English and Japanese, started her streaming career in Nov. 2020 and has amassed a roughly 400,000 followers collectively on YouTube and Twitch in rapid order. In addition to streaming a variety of games, Shymko also shares IRL content, chronicling her life as a college sophomore majoring in biology.
As a 100 Thieves member, Shymko will tap into the company’s creator network, as well as its marketing and content production teams, to continue to expand her reach.
100 Thieves notes that the signing marks its latest move in an ongoing mission to elevate women in the gaming industry, after it named longtime member Rachel ‘Valkyrae’ Hofstetterone of its co-owners last week. (At the same time, another high-profile 100 Thieves member, Jack ‘CouRage’ Dunlop, was also named to the company’s ownership circle). 100 Thieves says it is in talks with other female creators who will be announced to its roster later this year.
“We’re always on the lookout for breakout creators to help them boost their gaming careers,” founder and CEO Matthew ‘Nadeshot’ Haag said in a statement. “I have so much respect for Kyedae and her work ethic. She’s built such a strong community over just a few months despite being a full-time biology major with a full course load. I can’t wait to work with her more and help her reach her full potential as a content creator.”
The 22-year-old is launching a talent management division at existing social media marketing company Unruly Agency (which is owned by Tara Electra), US Weekly reports. Mongeau’s current manager, David Weintraub of DWE Talent Management, will serve as the third co-founder of the new endeavor, which has been dubbed Tana’s Angels Agency — or TAA for short.
“Throughout my career I’ve been taken advantage of more times than I can count,” Mongeau told US Weekly, which describes TAA as a mentorship program of sorts. “I am starting TAA to teach people how to not make the mistakes I made early on in my career. I understand more creators are born every day and we’re in a creator culture.”
Interested creators can apply online for a chance to be mentored by Mongeau. US Weekly reports that TAA has already received more than 2,000 submissions to date.
Shots Studios has signed two prominent podcasts to its YouTube multi-channel network: I Am Athlete, which is hosted by a quartet of former NFL stars, and Hotboxin’ with Mike Tyson, in which the boxing legend takes on cannabis culture.
Both podcasts will join Shots’ MCN, and the company will be solely focused on helping each expand its reach on YouTube. That said, both series will continue to be distributed everywhere podcasts are available.
One-year-old I Am Athlete is hosted by Chad Johnson, Brandon Marshall, Fred Taylor, and Channing Crowder, and features conversations with guests about sports, finances, and parenting. Two-year-old Hotboxin’ also features Tyson in conversation with guests. Shots recently launched two new YouTube channels for Tyson’s audio venture: one for full episodes and another for clips and highlights.
“The sports vertical is pretty massive on YouTube, and we want to help sports figures with building their YouTube audience,” Shots CEO John Shahidi said in a statement. (To this end, the company also launched Floyd Mayweather’s YouTube channel back in 2010, and is assisting Jake Paul with his ongoing foray into boxing).
Shots notes that its podcast portfolio operates under its larger MCN umbrella. Its MCN also houses its digital talent management unit, which works with top creators like Lele Pons, Anwar Jibawi, Hannah Stocking, and Rudy Mancuso.
Last August, Shots introduced its first original podcast, the Spotify-exclusive Best Kept Secrets With Lele Pons. It says adding I Am Athlete and Hotboxin’ marks the next step in its bid to build an extensive audio network, including original shows (like Secret) and programming partnerships (like its two latest signings).
You can check out the most recent episode of Hotboxin’ below: