1) The document discusses 4 mega trends in online video: expanding focus to include verticals like science/tech and home/DIY with room for growth, exploring micro-verticals like uplifting news and local media, experimenting with longer form videos as audiences engage more with live sports and political events, and staying ahead of power trends like Fortnite that create new opportunities. 2) Data from Tubular Labs is presented showing the rise of social video and viewing on platforms like Facebook and YouTube, with social video now making up 41% of monthly viewing among US 18-34 year olds. 3) Examples are given of verticals and publishers seeing success in areas like science/tech, home

1. State of Online Video:
4 mega trends to power
your video strategy
Allison Stern
Co-Founder & Chief Strategy
Officer

3. In the digital video era, social is more than
a marketing channel.
It’s a R&D
Testing
Licensing
Acquisition
Distribution
Brand expansion
Consumer Insight
New revenue stream
Product Development channel.

4. Social Video is Now 41% of US 18-34 Min. Watched/ Month
Minutes Watched, Per Month in USA, 18-34 Year Olds
5,400
1,163
744
518 510 498
223 112 83 3
3,854 Minutes = 41%
Total:
9,245 Minutes
per Month
© Tubular Labs

5. © Tubular Labs - Confidential
Generate 1.5T Views
& 30B Engagements
Upload 97M Videos
20M Creators
Every month
© Tubular LabsSource: Tubular Labs

6. 1. Expand your focus
2. Uncover micro-verticals
3. Experiment with duration
4. Stay ahead of power trends
With data, video is knowable
SOURCE: TUBULAR INTELLIGENCE DATA - Q2 2018.

7. 1. Expand your focus
Science & Tech, Home & DIY are verticals with
high growth and low saturation

8. Increased demand:
Science & Tech content grew 7%
despite a drop in new videos
Low saturation:
Top 5 digital-first publishers
account for 60% of all Science &
Tech media views on Facebook
Publishers pursuing Science & Tech on Facebook are seeing success
Genius Club
647M Views
15% of Science & Tech
media views YTD
NowThis
Future
432M Views
8% of all Science &Tech
media views YTD
SOURCE: TUBULAR INTELLIGENCE DATA - Q2 2018 UNLESS SPECIFIED

9. Home & DIY is growing steadily on YouTube, with little publisher
competition
SOURCE: TUBULAR INTELLIGENCE DATA - Q2 2018.
Increased demand:
Home & DIY gained 859M Views,
up 38%
Low saturation:
5-Minute Crafts dominates,
capturing over 60% of all
Home & DIY media views
on YouTube

10. 2. Uncover micro-verticals
In an otherwise flat News & Politics vertical, local
news and uplifting stories are rising stars

11. Uplifting news stories grew 33%
and engagement grew 74%
That’s an average of
18.1M monthly views
Uplifting stories are thriving on Facebook
Woman Becomes Best
Friends With A Bee She
Rescued
Soulmates
Bride with cancer weds in
hospital
Humankind Stories
This epic proposal will
have you in tears
Try Not to Cry
Grandma Saves
Policeman
The Happiness Heroes
SOURCE: TUBULAR INTELLIGENCE DATA - Q2 2018.

12. Local media publisher views grew 9.5% month over month on
Facebook
334M
354M
366M 5.0B
4.5B
4.0B
3.5B
3.0B
2.5B
2.0B
1.5B
1.0B310M
320M
330M
340M
350M
360M
370M
Apr '18 May '18 Jun '18
US Local News US News Media
FACEBOOK
VIEWS
Most-Viewed
Local News Media
• Fox 13 News – Tampa
Bay
• Fox 10 Phoenix
• ABC15 Arizona
• FOX 5 Atlanta
SOURCE: TUBULAR INTELLIGENCE DATA - Q2 2018.

13. 3. Experiment with duration
While publishers upload mostly short-form content,
videos over 20 minutes are on the rise

14. Across the sports genre, audiences are increasingly tuning into
longer-form, live sports content
Views grew 29% on Live
sports content over 20
minutes,
yet 50% of uploads were
<1 minute
WrestleMania 34 Kickoff: April 8, 2018
Duration: 1h 58 mins
UPDATE 34 Kickoff: April 8, 2018
Duration: 51 mins
SOURCE: TUBULAR INTELLIGENCE DATA - Q2 2018.

15. Viewers are increasingly using Facebook to tune into live
geo-political events
Major geo-political events
are driving a 22% growth
in viewership of videos
over 20 minutes,
yet 78% of uploads were
<5 minutes.
Facebook CEO testifies
before Senate
Duration: 1h 59 mins
Lava spews from
Hawaii volcano
Duration: 4h 58 mins
Harry and Meghan
are married
Duration: 51 mins
SOURCE: TUBULAR INTELLIGENCE DATA - Q2 2018.

16. 4. Stay ahead of power trends:
Fortnite’s popularity created enormous opportunities
for brands, influencers and media publishers

17. YouTube Views on Fortnite content qualify it to stand as its own vertical
Sports
197B views
Travel
42B views
Fashion
24B views
SOURCE: TUBULAR INTELLIGENCE DATA – 9/17-9/18
Fortnite
50B views

18. Partner Integrations &
Monetization
In 2018, Fortnite is the topic of
over 2,000
sponsored videos
Only 2/3 came from
direct Epic Games or Fortnite
partnerships
SOURCE: TUBULAR INTELLIGENCE DATA - Q2 2018.

19. Fortnite Dance Challenge
SOURCE: TUBULAR INTELLIGENCE DATA - Q2 2018.
Family Influencers
Eh Bee Family brought the
Fortnite Dance Challenge
mainstream in April 2018,
generating 71.8 Million
Views
It sparked a power trend…

20. Timeline of a Power Trend
APRIL, 2018
JUNE, 2018
SEPT, 2018Media Publishers who spotted this trend
have generated 47 Million views and
over 800k engagements
...from <50 videos uploaded
~200M views/
month
SOURCE: TUBULAR INTELLIGENCE DATA - Q2 2018.

21. Thank you!
Allison Stern
Allison@tubularlabs.com