TOGETHER WITH

It’s Tuesday and if you’re looking to scroll without the the ‘doom’ attached, a new platform turns Wikipedia into a scrollable feed of nifty facts.

CREATOR COMMOTION

The partnership: Dhar Mann is on a roll. The “moral philosopher of YouTube”—whose channel brings in roughly 200 million views a month—just signed a 40-microdrama deal with Fox and Holywater, and was named the NFL‘s “Chief Kindness Officer” ahead of Super Bowl LX. Now, Mann is partnering with Old Navy on a short-form branded series.

The details: That partnership began at Advertising Week New York 2025, where Mann joined Gap Inc. Head of Consumer Digital Engagement Damon Berger for a session where they designed a speculative creator x brand campaign in front of a live audience.

After that session, Gap (which owns Old Navy) and Mann made things official, turning the campaign they’d come up with into a real sponcon deal.

The four-part series, called “Old Navy vs. Designer,” follows Mann as he becomes a “Mann on the street” and meets up with fellow creators to see if they can differentiate between Old Navy and high-end luxe fashion. A rep told Tubefilter that the Old Navy vs. Designer, like many campaigns these days, is meant to attract Gen Z audiences.

The first episode clocks in at just a minute long and guest-stars longtime family challenge/skit creator Rebecca Zamolo. It went live on January 31, and currently claims around 470,000 views on YouTube and ~80,000 on TikTok.

Three more installments (one of which features the Anazala Family) will roll out to Mann’s ~160 million followers in the coming weeks.

From February 6-15, the Open Masters Games Abu Dhabi will present the largest multi-sport event ever held in the Middle East. 

Backed by the International Masters Games Association and recognised by the International Olympic Committee, OMGAD 2026 sets a new global benchmark for inclusive, lifelong participation in sports.

Over 25,000 athletes of all skill levels and backgrounds will come together for competitions in 38 sports, promoting active lifestyles and intergenerational bonding.

With participants in their 30s through their 70s and beyond, OMGAD 2026 shows that sports belong to athletes of all ages.

The games are expected to bring 500,000 spectators to 20+ venues across the Middle East—and Tubefilter will be there, too.

As part of the Tubefilter creator program, cross-platform stars Stephanie Pena, Dalton Chandler, Jenna Sinatra, Peter Hollens, and Evynne Hollens will travel to the UAE to see the games up-close and in-person. 

Check out the Open Masters Games Abu Dhabi website to learn more:

HEADLINES IN BRIEF 📰

GOSPEL STATS 📈

Someday, there might be someone capable of challenging MrBeast—but today is not that day. Jimmy Donaldson is once again sitting at #1 in Gospel Stats’ Weekly Brand Report.

There is something new about this week’s ranking, though. While Gospel’s reports are typically led by MrBeast and mainstays like Mark Rober, Veritasium, and Kurzgesagt, the latest Top 5 is stocked with four relative newcomers. Meet two of them below:

🥇 #1. MrBeast Gaming x Feastables: We Built America in Minecraft (19.7M views)
For his latest MrBeast Gaming challenge, Donaldson tapped teams of Minecraft builders to create iconic locales from around the world. The resulting video is technically sponsored by MrBeast’s candy brand Feastables, but he sneaks in a mention of his Amazon competition show Beast Games, too.

🥈 #2. ARTYTIME x Ray-Ban Meta AI: Dice Decide Our Hotpot Budget #RayBanMetaPartner #RBMCP #ad (9.6M views)
ARTYTIME took a risk and left his hotpot budget up to a roll of the dice. Although the creator ultimately rolled just four bucks, he kept the action going by using his Meta Ray-Ban glasses to record his ill-fated food adventure.

What’s interesting is that the glasses really aren’t visible. Instead, the content is simply filmed with them, which reflects Meta’s goal to have legions of people casully wear them around every day.

🎰 #4. Jesse James West x MacroFactor: Female Giants vs. Strongest Dwarfs - (Who’s Stronger?) (6.7M views)
This video was built for clicks. Jesse James West—a fitness creator and bodybuilder who encourages viewers to “stay relentless” and offers a $49.95/month “winners program”—took YouTube’s challenge genre and minmaxxed it. Unsurprisingly, the competition in question was sponsored by a fitness brand. MacroFactor pitches itself as a “diet coach app” that tracks your food intake.

Check out the full branded ranking here and head over to Gospel Stats for more YouTube sponsorship insights.

AI BUBBLE

The report: A new report from Datos and SparkToro shows that generative AI chatbots are already affecting the tone of traditional searches. The rise of contextual answer-gatherers has led Google users to phrase their queries with more detail, a tactic that seemingly produces more accurate results.

During Q4 2025, traditional search activity accounted for about 10% of U.S. desktop computer use while AI tools only account for .77% of U.S. desktop activity. The former figure was flat year-over-year, suggesting that Google search customers aren’t abandoning the tried-and-true platform for chatbots (at least, not yet).

The actual number of searches per Google user, however, fell by 20% among U.S. users, even as it stayed comparatively flat in Europe. Could it be that U.S. Google users now find relevant results more efficiently than they once did? And if so, who is responsible?

The shift: Datos and SparkToro’s report suggests that user behavior is one main factor making searches more efficient. Queries between six and nine words are growing at the fastest rate of any measured length group, and some users even experimented with queries consisting of more than 15 words.

Longtime search engines are updating their language, too. The Q4 2025 State of Search report uncovers major shifts in the language of search engines, and it’s hard to ignore the influence ChatGPT and its ilk have had in that area. We might be teaching AI chatbots to think like humans, but the chatbots are also teaching us to think like machines. That surprising twist reminds us that AI training is actually a two-way street.

WATCH THIS 👀

The Shorts star: The latest edition of our Global Sub Top 50 chart includes seven YouTube channels from Spanish-speaking countries, with Mexico-based creator GONZOK clocking in at #5 with 900,000 new subscribers.

For GONZOK, tapping into multiple languages has been the key to success. A multilingual approach allows him to perform comedic skits in both Spanish and English, reaching a global audience in the process. And when the creator ventures into content categories like life hacks, he keeps things simple enough (and nonverbal enough) to appeal to speakers of any language.

Check out one of his latest viral Shorts here.

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Today's newsletter is from: Emily Burton, Drew Baldwin, Sam Gutelle, and Josh Cohen.