tubular-2018年Q3网络视频报告（英文）-2018.11-49页-21mb

报告摘要

State of Online Video Q3 2018 Summary

Core Content

This report provides an in-depth analysis of the online video ecosystem for Q3 2018, highlighting key trends, growth opportunities, and strategic insights for publishers and brands. The report emphasizes the importance of global content, event-based strategies, and the rise of specific verticals and micro-verticals in driving engagement and views.

Main Points

1. Verticalization of Social Video

A major theme is the verticalization of social video, where publishers are creating genre-specific channels to target niche audiences.
This strategy is helping brands and creators build audience engagement and content reach by focusing on specific topics and audiences.

2. Growth by Vertical

Sports Media saw significant growth, with international creators playing a major role.
K-pop was a global sensation, with over 346B views on YouTube and 4.3B views in Q2.
Science & Tech and Home & DIY are rising verticals with low publisher saturation, offering growth opportunities.
Local news and uplifting stories are standout micro-verticals within News & Politics, showing substantial engagement growth.

3. Mega Trends for Video Strategy

International creators are key to growth in various verticals, especially in Sports, Family & Parenting, Food, and Music & Dance.
Tentpole events such as the FIFA World Cup drove audience engagement beyond the main event.
Science & Tech and Home & DIY are high-growth verticals with low competition, making them ideal for expansion.
Uplifting news stories are thriving on Facebook, with a 74% increase in engagement.
Longer-form content (over 20 minutes) is gaining traction, especially in News & Politics and Sports, with 29% growth in views.

Key Insights

International Creators

Sports Media on Facebook and YouTube saw growth driven by international creators:
- Spain, Mexico, Singapore, India were key contributors.
- K-pop content, especially from South Korea, was a global hit with 313M views on YouTube.

Sports & Event Strategy

The FIFA World Cup had a dominant impact on sports-related views, with World Cup content generating more views than baseball, tennis, and golf combined.
Long-form sports content (e.g., post-match highlights, player arrivals, live events) attracted higher engagement and sustained interest.
Sponsored campaigns like Hyundai + FIFA World Cup and Pepsi + UEFA Champions League were among the most viewed.

Science & Tech, Home & DIY

Science & Tech on Facebook grew by 7%, with Genius Club leading the way, capturing 17% of the views.
Home & DIY on YouTube saw 60% of views captured by 5-Minute Crafts, which focused on "DIY hack" content.
These verticals offer low saturation and high potential for audience expansion.

Uplifting News Stories

Local news and uplifting stories were key growth areas in the News & Politics vertical.
Local news on Facebook grew by 9.5%, with Fox affiliates leading the way.
Uplifting stories like "Woman Becomes Best Friends With A Bee She Rescued" and "This epic proposal will have you in tears" generated high engagement and positive audience sentiment.

Duration Differentiation

Longer-form content (videos over 20 minutes) is gaining popularity, especially in News & Politics and Sports.
Live events and geo-political news such as the Royal Wedding and Oklahoma teacher protests attracted significant views.
Sports content from non-traditional leagues like Crossfit and Martial Arts also drove view growth.

Tubular Takeaways

Think globally – International creators are behind the fastest-growing verticals.
Consider an event strategy – Tentpole events like the FIFA World Cup drive audience engagement beyond the main event.
Expand your focus – Science & Tech and Home & DIY are high-growth verticals with low saturation.
Uncover micro-verticals – Local news and uplifting stories are notable growth areas in the News & Politics vertical.
Experiment with duration – Longer-form content is gaining traction, especially in News & Politics and Sports.

Bonus: 'Fortnite' Beyond Gaming

Fortnite successfully expanded its brand presence beyond gaming through social video.
It generated over 700 sponsored videos on YouTube, with British influencer W2S leading the Epic Games partnership.
The Fortnite Dance Challenge (FDC) brought the gaming sensation into the mainstream, with 629M views and 33K uploads.
Gaming brands and influencers saw notable growth, with Fortnite leading in social video strategy.