Aug 05, 2020

By Nicole Bitette
ViacomCBS’ ascent to the top of the Tubular leaderboards illustrates the power of the company’s combined global content portfolio with growth driven by late-night series, kids content, and a strong international performance.

As conversations and concerns spread around the world about COVID-19 and the Black Lives Matter movement, ViacomCBS continued to reach and engage audiences through social media, supplementing linear and streaming programming with social-first series and content.

As a result, Tubular Labs, an analytics company that tracks what viewers are watching across social media platforms, named ViacomCBS the No. 1 media and entertainment property on its leaderboard, reaching 8.7 billion views cross platforms in June, up 30% year-over-year for the quarter ending June 30.

“Our rise to the top of Tubular’s ranking shows the collective power of our combined brands,” said Stefanie Schwartz, executive vice president and general manager of ViacomCBS digital studios. “We’ve been able to connect with audiences of every demographic through our wide range of properties across all platforms, and our growing international presence has continued to drive our success.”

 

The expanded portfolio allowed the company to engage with audiences from all angles, whether through reporting and commentary on current events, or keeping audiences entertained with channels like Nick Jr., Dr. Phil, and Inside Edition.  ViacomCBS’ international channels across social platforms also continued to experience growth, up 90% year-over-year for June views.

Late-night videos from The Daily Show and Late Night With Stephen Colbert engaged fans in conversations about current social issues and contributed to the uptick in ViacomCBS’ online popularity. The revamped version of The Daily Show, called The Daily Social Distancing Show, features host Trevor Noah from his apartment and uses video conferencing to connect with guests for interviews. Noah’s interview with Dr. Anthony Fauci on March 26 received more than 11 million views on YouTube—making it Noah’s second most-viewed video on the platform. His commentary on George Floyd and the Black Lives Matter movement in June flooded social platforms, reaching more than 43 million views across platforms. Colbert’s late-night content also witnessed a spark in viewership. He was one of the first late-night hosts to give his monologue from home—appearing from his bathtub in March.

For those who haven’t graduated to late-night, Nick Jr. and Nickelodeon proved the most popular content creators for kids, with Nick Jr. beating out Disney, Warner, and Comcast as the top kids creator, according to Tubular Labs. In Latin America, MTV’s Acapulco Shore—a spin-off from the network’s hit American series Jersey Shore—was up 95% in views from May to June.

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