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Every day, 1.2 million videos are uploaded and more than three billion videos are viewed on Google-owned YouTube, one of the most recognized and popular video-sharing websites on the planet. Its global reach and recent emphasis on channel development make YouTube an appealing vehicle for brands and content publishers to reach relevant audiences worldwide. Finding those audiences in the massive pool of YouTube viewers can be a challenge, but Tubular Labs is changing that with an enterprise data hub (EDH) powered by Cloudera.

 

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Overview

Every day, 1.2 million videos are uploaded and more than three billion videos are viewed on Google-owned YouTube, one of the most recognized and popular video-sharing websites on the planet. Its global reach and recent emphasis on channel development make YouTube an appealing vehicle for brands and content publishers to reach relevant audiences worldwide. Finding those audiences in the massive pool of YouTube viewers can be a challenge, butTubular Labs is changing that with an enterprise data hub (EDH) powered by Cloudera.

Solution

The real-time insights delivered by Tubular Labs’ platform, via Impala in particular, reveal who is engaging with YouTube videos, when they are engaging, and how they are sharing them – empowering upwards of 3,000 content creators and brand marketers including AwesomenessTV, Jamie Oliver, Maker Studios, Seventeen Magazine, and Vice to grow and engage relevant audiences like never before.

With its enterprise data hub approach, Cloudera offered a centralized big data solution based on Apache Hadoop that uniquely addressed Tubular’s needs for an infrastructure that would deliver performance and analytic flexibility at scale, integrating tools such as Impala for real-time SQL-on-Hadoop queries and Cloudera Manager for automated system management.

Today, thousands of Tubular customers use Impala to access, query, and explore synthesized, live information in real time. The company’s SaaS-based platform is hosted on the Amazon EC2 cloud.

My experience with Cloudera Support has been really amazing, and if it wasn’t for Cloudera Manager, I think I would have pulled out all of my hair.

David Koblas, Vice President, Engineering, Tubular Labs

In one case, AwesomenessTV was launching a brand new YouTube channel and wanted to attract and understand its teen audiences. The series turned to Tubular to generate an audience graph that helped answer questions like, “What types of content are teens interested in? What are their behaviors and interests?”

Tubular was able to provide lists of the channel’s fans, super fans, and most influential fans that could be leveraged for outreach and activation. Later, when AwesomenessTV lost one of its show hosts, Tubular was able to recommend replacements—one of which was hired. AwesomenessTV soon reached a million subscribers on YouTube, and in May 2013 was purchased by DreamWorks Animation for a $33 million US dollars upfront, with additional payments of up to $117 million.

Overall, Tubular customers are growing their YouTube subscriber base 56% faster than non- Tubular users, and are growing their views 52% faster.

Tubular is here to help content marketers and content publishers leverage the big data element to gain competitive intelligence -- and deeper insights -- that will help them identify, grow, and engage passionate communities of followers on YouTube more effectively in the future.

David Koblas, Vice President, Engineering, Tubular Labs