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It's Monday and we’re trying something new: a very special data edition of the Tubefilter newsletter! Grab some popcorn and enjoy these hot stats. 🔥

GOSPEL STATS • BRANDED BLITZ 🤑

Is this the biggest branded video blitz of 2023?

If you’ve browsed through the “Brands with Most Sponsored Videos” section on Gospel Stats recently, then you know it’s rare to see a brand sponsor more than 30 YouTube videos in a week. What’s more rare is to see a brand sponsor more than 30 YouTube videos in a week that’s never sponsored a YouTube video before.

Unless that company is Moonton, of course.

The Chinese developer kicked off the launch of its latest mobile RPG, Watcher of Realms, by sponsoring at least 33 videos with over 50K views in just three days from July 13-16. The creators included in the promotional campaign were nothing to sneeze at, too. Moonton tapped several major channels, including The Game Theorists, jschlattLIVE, Matt Stonie, and Game Toons. Overall, the resulting videos generated anywhere from 67K to 5.2M views a piece in under two months.

The spend on that media blitz was pretty spectacular.

Moonton’s Watcher of Realms campaign hit 23+ million views. According to Leveraged Media founder Ian Borthwick, that means “even if you apply a conservative $20-25 CPM to media buy, you are talking about $400k-$600K+ in spend.”

But that price tag isn’t the only notable part of Montoon’s promotional YouTube campaign: “What's more impressive,” Borthwick says, “is Watcher of Realm's ability to get all these videos up, with large creators in a 3 day time window. That is extremely hard to do.”

Moonton’s ability to knock out over 30 videos in three days (and organize an in-game battle between creators MatPat and jschlatt) might have something to do with its social media roots. The video game developer is owned by Nuverse, which in turn is owned by Bytedance—aka the owner of a little app called TikTok.

🔆 SPONSORED 🔆

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Opus Clip’s 500K+ creator community includes top stars like What If, Scott Galloway, and Grant Cardone. Those users are already seeing incredible results, from 70% higher revenue (Ebonie Dion) to 65% more subscribers (Ricardo Hernandez).

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HEADLINES IN BRIEF 📰

• Meta is reportedly in the process of developing ad-free, subscription-based versions of Facebook and Instagram for European users. (Gizmodo)
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• NBC News has reported finding more than 1,000 ads for NSFW “AI girlfriends” and chatbots on Facebook and Instagram, along with hundreds more on TikTok. (NBC News)
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• DirectTV Stream is joining forces with Team Whistle to launch a “social media takeover” featuring former NFL stars like Spice Adams and Sony Miche. (Marketing Dive)
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• FaZe Clan Chairperson Daniel Shribman has resigned from his role amidst the esports company’s dire Nasdaq performance. (Venture Beat)

DATA • GLOBAL TOP 100 📈

These handy gadgets aren’t just smart—they’re a social media sensation

Are you fascinated by slip-proof sandals? What about lipstick-themed lighters or gravity-defying air mattresses? If you’re one of Smart Gadgets Werehouse’s nearly 5.2 million subscribers, then the answer is probably a resounding yes.

The secret to Smart Gadgets Werehouse’s success isn’t hard to sniff out.

It’s not just about the gadgets themselves; in fact, viewers seem to be equally enthralled by the channel’s zany demonstration techniques. A mop might not seem like a revolutionary item—but test it out in a koi pond full of fish, and you have a viral video on your hands.

That off-the-wall strategy has skyrocketed Smart Gadgets Werehouse’s viewership over the last few months. Its most popular Short (which features the aforementioned air mattress) has gathered more than 788 million views since March of this year—and that’s just one video.

Smart Gadgets Werehouse’s monthly stats hit an all-time high in August:

• The India-based hub picked up a whopping 799.7 million views in August alone.

• In total, that number was good for a 67% month-over-month increase.

• The result: Smart Gadgets Warehouse cracked the Global Monthly Top 100 for the first time in August, jumping from #103 to #72 in just 30 days.

WATCH THIS 📺

Behold: The most-viewed branded video of August

In case brands were wondering, partnering with MrBeast (aka Jimmy Donaldson) is a good way to get a lot of eyes on your product. One of the YouTube star’s latest sponsored videos—a global battle challenge titled “Every Country On Earth Fights For $250,000!”—has scored a whopping 108 million views since August 19.

The brand partner: mobile game Stumble Guys.

This isn’t the first time Stumble Guys has leveraged the Beast’s enormous fanbase. Back in July, Donaldson thrilled fans by announcing that he’d designed multiple levels, characters, emotes, and animations within the mobile game. You can read more about that here.

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Today's newsletter is from: Emily Burton, Sam Gutelle, and Josh Cohen. Drew Baldwin helped edit, too. It's a team effort.