After earning 1.1 billion video views in October, BuzzFeed Tasty lost its No. 1 ranking in November to “The Ellen Show,” which also earned 1.1 billion views, to become the most-watched video creator last month.
Justin Bieber, who didn’t even make the top 10 in October, ranked No. 2, pushing BuzzFeed Tasty to the No. 3 spot. November was the first month this year that BuzzFeed didn’t own the top spot.
Ranking the most-viewed video creators on all devices across YouTube, Facebook, Vine and Instagram, Tubular Labs says the top 100 video creators generated a total of 36 billion views last month.
While the total number of views was down slightly from October’s 37 billion views, November numbers were up 105 percent over January.
Top 10 Most-Watched Video Creators in November
In addition to ranking the top video creators overall, Tubular also ranked the top 25 brands in a category it is calling “Viewmakers,” for brands that generate the most video views online.
While Lego ranked No. 1, with 151 million video views, Tubular says “Clash of Clans” — which didn’t rank in the top 10 — is the most “engaging” brand in the top 25 (ranked number 22), earning a 5.7-percent engagement rate.
Tubular Top 10 Viewmakers
Tubular says zero-percent engagement rates from brands like Walmart are typically a sign of heavy paid promotion.
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