Tubular Labs reports that US residents spent 56% more time watching social videos on YouTube and Facebook in December 2020 than they did in February, an increase that rises to 97% for those over 45 years old. Influencers commanded the most attention, with 121 billion monthly minutes, followed respectively by traditional broadcasters and digital-first publishers. For the parents out there, it’s probably no surprise that within the kids’ category, Cocomelon - Nursery Rhymes commanded the top placement with 59 million unique viewers per month, followed by PinkFong! Kids’ Songs and Stories (51.6 million). Sesame Street was a more distant third (30.5 million).
Looking at top media creators by the age and gender demographics of their audiences, there are some notable differences. For the 13-24 year-old male cohort, the top creators by average monthly unique viewers were Movieclips (14.1 million), WorldStar Hip Hop/WSHH (11 million) and WWE (8.3 million). For women in the same age group, Tasty won out (9.4 million), followed by 5-Minute Crafts (8.5 million) and Cocomelon - Nursery Rhymes (6.6 million).