[Editor’s Note: Tubefilter Charts is a weekly rankings column from Tubefilter with data provided by GospelStats. It’s exactly what it sounds like; a top number ranking of YouTube channels based on statistics collected within a given time frame. Check out all of our Tubefilter Charts with new installments every week right here.]
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Getting one billion views in a week is so last year. Getting two billion views in a week is the new hotness.
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Thanks to YouTube’s lenient policy regarding view counts on YouTube Shorts, channels that specialize in vertical videos have been able to achieve numbers that would have previously been impossible. Before the shift occurred, we occasionally saw one or two channels with at least one billion weekly views. This week, two channels cleared two billion views: Chart leader KIMPRO and runner-up Double Date.
How can brands capitalize on the Shorts view-counting update?
Once upon a time, brands and corporate-aligned media companies ruled the Tubefilter charts. Channels fitting that description regularly ranked among YouTube’s most-watched hubs.
About a decade later, everything has changed — at least as far as raw viewership is concerned. Now, individual creators are on top of the charts, and the accounts affiliated with traditional brands are few and far between.
The most obvious theory we can extrapolate from that reversal is that Shorts is a format that champions individual creators. After all, YouTube’s TikTok variant didn’t exist when networks like NBC and CBS climbed the charts (with help from their respective late-night hosts).
So what’s a brand to do in a world dominated by Shorts? ElaFrame provides one case study — and in this instance, the term “case study” is as literal as can be. Slovakia’s lone representative in the Global Top 50 manufactures flexible frames that can be used to encase objects and suspend them in midair. Some of ElaFrame’s most popular Shorts uploads show how that process works.
https://www.youtube.com/shorts/cSWxpEGc5dQ
We’ve seen ElaFrame in the Global Top 50 before, but the Shorts view counting change has boosted the Slovak brand to new heights. With 633.7 million weekly views, ElaFrame reached 36th place in the Global Top 50. That was good for a 20% week-over-week bump that moved ElaFrame up 14 places in the ranking.
With its easy-to-grasp product line and its ties to the culture of “oddly satisfying” videos, ElaFrame is perfectly suited to capitalize on Shorts. But what about brands that don’t fit as neatly into YouTube’s short-form universe? Let’s look at how T-Series has fared since YouTube dropped the Shorts viewership bomb.
T-Series typically ranked #1 in pre-change Top 50 rankings. These days, it has fallen down to 14th, but interestingly enough, its views are still going up. Even without many Shorts to rely on, T-Series reached 947.9 million weekly views thanks to a 2% week-over-week bump.
Data via Gospel Stats
So there you have it: Short-form stars may be in the best position to benefit from YouTube’s new counting methods, but brands with savvy approaches to platform-wide trends can still thrive, even if they’re an awkward fit on a hub like Shorts. We can’t all be T-Series, but the indefatigable Indian label is showing us what’s possible on YouTube.
Channel Distribution
Here’s a breakdown of the Top 50 Most Viewed channels this week in terms of their countries of origin:
- India: 12
- United States: 11
- Hong Kong: 3
- Australia, Canada, China, Germany, Japan, South Korea, and Vietnam: 2
- Bangladesh, Belgium, El Salvador, Indonesia, Kazakhstan, Puerto Rico, Russia, Slovakia, Spain, and Taiwan: 1
This week, 46 channels in the Top 50 are primarily active on YouTube Shorts.
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