Podcasts go long on social media, driving watch time

New data from Tubular Labs -- the social video analytics firm quantifying trends for platforms, creators, brands + more --shows growing trends around podcast promotion…

Podcasters know that there is just too much monetization potential on social to pass up when promoting their shows. Tubular’s audience ratings data, that deduplicates minutes watched and unique viewers across YouTube and Facebook, is showing an increasing number of podcasters are publishing long portions of episodes or entire episodes altogether.

According to Tubular’s Audience Ratings, analysis of the top U.S. podcasters by domestic minutes watched across YouTube and Facebook found:

• Kill Tony took the No. 1 spot by sharing full episodes on social, earning 933.5 million U.S. minutes watched across YouTube and Facebook – up 21% month-over-month and 238% on the year.

• Other popular podcasters like Shannon Sharpe’s Club Shay Shay, Joe Rogan and Theo Von have made similar moves sharing full episodes or long clips to great effect. And despite modest audiences for many of these videos, those that do tune in watch for an extended period – allowing for more ad opportunities.

• Many well-known podcasts (Smartless, Trevor Noah, Call Her Daddy, etc.) also don’t make this list, either due to limited video strategy or a differing approach that leans on promos as a way to send audiences to the podcast to listen.

Tubular Labs, the social video intelligence company, is the only solution to provide a unified view of the content, interests, and behaviors of audiences across YouTube, Instagram, Facebook, Twitch, and more. With the largest social video database covering more than 11 billion videos and 32 million creators, Tubular helps hundreds of household name brands, leading agencies, and the largest media properties grow their businesses and lead on social by anticipating trending content and new creators.