Advanced Television

Upload time metric from Tubular Labs

March 23, 2023

Social video intelligence specialist Tubular Labs has added new abilities to measure how videos perform according to the hour of day that they were uploaded. Within Tubular’s Intelligence product, customers will now be able to determine what time of day social video generates the most views, engagement and more across YouTube, Facebook, Instagram, Twitter, TikTok, and Twitch.

As social video continues to grow and compete with traditional TV, creators, brands and publishers alike require data that allows them to optimise the timing of their content uploads based on when their target audience is watching, suggests Tubular Labs. Knowing what is popular during specific dayparts across social video and TV can allow content creators to avoid crowding specific timeframes, or even lean into dayparts where they can function as valuable shoulder content to fervent fans.

For example:

  • In the US in the last 90 days, the most videos are uploaded to YouTube between 1 and 2 p.m. ET, but the early morning hours of 6-8 a.m. ET attract the most views per video.
  • In the last 90 days, Pop Culture & Entertainment videos posted on Facebook around 7 a.m. ET earn the most views (4.3 billion views), but Sports content sees its highest views when uploaded around 9 a.m. ET (3 billion views).
  • In the last 30 days, Gaming videos posted on YouTube receive the most engagement around 11 a.m. ET (63.3 million engagements), but earn the most views around 6 a.m. ET (1.7 billion views).
  • In the last 90 days, Beauty influencers on TikTok see the most views near 1 p.m. ET (11.4 billion views).
  • Over the past year, videos 30 seconds or shorter on TikTok get the most views between 10 a.m. and noon ET, but on YouTube, videos 30 seconds or shorter saw the highest views between 7 – 8 a.m. ET.

“Adding this new capability to Tubular’s Intelligence offerings will arm customers with another layer of assurance and crucial data for social planning and partnerships,” said Erica Weiniger, Director of Product Marketing at Tubular Labs. “Content creators don’t need video strategies to be governed by hunches around what will be popular, and can now be more decisive with uploads in ways that better engage with audiences.”


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