PETALING JAYA: The latest statistics by Tubular Labs, an independent global data and online video analytics provider showed end-users and consumers gravitate towards combat sports and martial arts content, compared to other sports.
World Wrestling Entertainment (WWE) topped the charts in 2019 with 14.6 billion video views, followed by perennial industry leaders, the National Basketball Association (NBA) and National Football League (NFL) with 10.3 billion and 6 billion views, respectively.
Singapore-based martial arts organization ONE Championship was fourth with 5.6 billion views, ahead of the Ultimate Fighting Championship (UFC) in fifth with 3.8 billion.
Martial arts and combat sports segments took up three of the top five spots – a significant statistic based on the immense popularity of team sports like basketball and football.
Tubular Labs is a major authority in online video analytics, certified under the official YouTube Measurement Program.
It provides comprehensive and actionable video intelligence by gathering data and information from online video platforms including YouTube, Instagram, and Facebook.
Thousands of videos are uploaded every day across all platforms, and the most interesting ones go viral.
According to Tubular Labs, there are more than 269,000 online creators who are each generating at least a million unique views every month.
This is enough to post more than 6 billion videos, which Tubular Labs sifts through and measures.
Over the past few years, the rise of online short-format video has seen a significant increase in daily media consumption, globally.
This format is primed to better hold the attention span of potential viewers because it combines a lot of information with concise delivery.
These combat sports properties boast a strong social media influence and have consistently delivered a stream of online video for mass media consumption.
In a world ravaged by the COVID-19 pandemic, the majority of people are forced to stay indoors and mass gatherings that pose an imminent risk of spreading the contagion are largely prohibited. This has hit live sporting events, where thousands of fans gather in close proximity.
ONE, in particular, has enough digital video reach to offset its pause in live events, allowing the organization to remain in mainstream consciousness.