IGTV drives 411 Million of the 10.2 Billion Engagements on Instagram in the US in December so far

Disney, Netflix, UFC and Dior lead in IGTV Engagement in the U.S.

December 18, 2020 - New York, NY

Today Shareablee released a ranking of the top brands, media companies and TV networks by IGTV performance. The Walt Disney Company is the leader in IGTV actions with a total of 14.8 million engagements, and Group Nine Media, driven largely by The Dodo, saw the highest actions per post for IGTV at 99.4 thousand actions. 

Netflix took the top spot for Streaming and TV Networks on IGTV, with 5.3 million actions, followed by NBC and Comedy Central who drove 3M and 2.6M IGTV actions respectively. Disney+ (in spot eleven) lead in IGTV actions per post, with an average of 61 thousand actions. 

Top 10 Media Companies on IGTV

Based on Total IGTV Actions (likes, comments, and shares) | 12/1/2020-12/21/2020

Social Scorecard

Sources Instagram

Rank Media Company IGTV Actions
Instagram
IGTV Actions per content
Instagram
1 The Walt Disney Company 14.8M 19.7k
2 Group Nine Media 10.4M 99.4k
3 WAVE.tv 6.8M 37.2k
4 BuzzFeed Inc. 6.3M 67.3k
5 ViacomCBS 5.8M 7.3k
6 AT&T US /WarnerMedia 5M 25.7k
7 Netflix Inc. 4.5M 31.5k
8 Comcast/NBCU 4.2M 4k
9 Overtime 4M 38k
10 Barstool Sports 3.7M 13k

*Media Company includes all the underlying pages associated with that network
Source: Shareablee, IGTV Rankings

Notable Findings

  •  Marvel dominated IGTV Engagement for The Walt Disney Company, driving promotions for the new Disney+ original series Loki premiering May 2021

  • 86% of Group Nine Media’s IGTV engagement was created by The Dodo

  • ViacomCBS saw strong IGTV engagement from The Daily Show, the Late Late Show with James Corden, and MTV (specifically around excitement for the MTV Awards earlier in December)


Top 10 Streaming and TV Networks on IGTV

Based on Total IGTV Actions (likes, comments, and shares) | 12/1/2020-12/21/2020

Social Scorecard

Sources Instagram

Rank Network IGTV Actions
Instagram
IGTV Actions per content
Instagram
1 Netflix 5.3M 32k
2 NBC 3M 8k
3 Comedy Central 2.6M 30k
4 ABC 1.9M 5k
5 Food Network 1.8M 19k
6 Univision Network 1.7M 4k
7 Fox News 1.6M 14k
8 Crunchyroll 1.6M 18k
9 Fox Sports  1.3M 4.3k
10 CBS Network 1.3M 3.6k

*TV Network data includes all the social handles for shows associated with that network

Source: Shareablee, IGTV Rankings

Top 10 U.S.Brands on IGTV

Based on Total IGTV Actions (likes, comments, and shares) | 12/1/2020-12/21/2020

Social Scorecard

Sources Instagram

Rank Brand IGTV Actions
Instagram
1 Ultimate Fighting Championship 7.5M
2 National Football League 796k
3 National Hockey League 459k
4 All Elite Wrestling 375k
5 Dior 307k
6 National Basketball Association 219k
7 Sephora 206k
8 Huda Beauty 194k
9 World Wrestling Entertainment 181k
10 Red Bull Racing 171k

Source: Shareablee, IGTV Rankings. Excluding Influencers, TV Brands and Publishing Brands

“We are so excited to be measuring important new formats such as IGTV, and to see the incredible amount of innovation already happening on the platform. Having readily available metrics that shed light on IGTV will enable even greater transparency for all brands when it comes to innovating around all new video formats,” said Tania Yuki, Founder and CEO of Shareablee.

Learn more about Shareablee products or to request a demo of IGTV measurement here.

About Shareablee

Shareablee is the leader in audience-based social media measurement for media publishers, agencies and brands that want to understand the impact and effectiveness of their cross-platform social media campaigns. Launched in 2013, Shareablee empowers brands by providing data that can help them define and drive success on social media by arming them with metrics and predictive analytics that inform powerful best practices. Shareablee is the leading authority on audience intelligence, competitive benchmarking and actionable insights with clients in 15+ countries.

Media Contact:

Madison Busick, Jr. Marketing Analyst

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