Major media companies’ war for viewer attention is fought across multiple fronts, including social video. Tubular Audience Ratings data for Jan. 2023 showed that the Walt Disney Co. edged out Paramount – by unique U.S. Facebook and YouTube viewers – for the first time since last March. Disney’s 149.7 million unique viewers was its highest total in the last year, fueled in part by Avatar and Ant-Man hype. Also of note:

• Despite a slight dip to No. 2 by U.S. unique viewers, Paramount still topped 140 million in the U.S. for the eighth time in nine months.

• Paramount and Disney are the only two U.S. media properties to reach more than 50% of U.S. viewers over 13 across YouTube and Facebook, and two of just five to top 40%.

• Jellysmack has the highest reach of any digital-first property, with Cocomelon Preschool being the only other U.S. media property to top 100 million domestic unique viewers.