Global social video analytics firm Tubular Labs has announced a new measurement capability for how videos perform according to the hour of day they were uploaded. Customers will now be able to determine what time of day social video generates the most views and engagement across social platforms, the company says.

Tubular Labs says it aims to provide brands and publishers with data that allows them to optimize the timing of their content uploads to YouTube, Facebook, Instagram, Twitter, TikTok and Twitch, based on when their target audience is watching.

“Knowing what is popular during specific dayparts across social video and TV can allow content creators to avoid crowding specific time frames — or even lean into dayparts where they can function as valuable shoulder content to fervent fans,” reads a recent press release.

The company found that in the U.S., over the past 90 days, most videos are uploaded to YouTube between 1 PM and 2 PM EST. But between 6 AM and 8 AM, videos attracted the most views. Gaming videos, in particular, posted on the video app received the most views around 6am, with 1.7 billion views.

In addition, Pop Culture and Entertainment videos posted on Facebook around 7am earned the most views (4.3 billion), but Sports content saw its highest view count when uploaded around 9 AM (3 billion views).

On TikTok, Beauty influencers saw the most views near 1 PM ET, with 11.4 billion views, and over the past year, videos 30 seconds or shorter in length on the app received the most views between 10 AM and noon, while on YouTube videos of 30 seconds or shorter in length saw the highest views between 7 AM and 8 AM EST.

Erica Weiniger, director of product marketing at Tubular Labs, says that this new time-based capability will give customers another layer of assurance for social planning and partnerships.

“Content creators don’t need video strategies to be governed by hunches around what will be popular,” Weiniger adds.

Tubular Labs has announced a new measurement capability for how videos perform according to the hour of day they were uploaded. Customers will now be able to determine what time of day social video generates the most views and engagement across social platforms, the company says.