Case Study: HGTV saves $1M in marketing costs and gains 100K+ subscribers with Tubular Labs

HGTV saves $1 Million in Marketing Costs using Tubular Data

HGTV wanted to grow a younger, Millennial audience on YouTube without using paid media. Their challenge was to identify what content and creators would resonate with that demographic and drive organic subscriber growth.

Using Tubular data, HGTV identified DIY as the top Millennial interest, discovered and partnered with creators, and launched the HGTV Handmade channel. The channel gained 25,000+ organic subscribers in the first two months (100K+ in one year), drove 31% of subscribers from influencer partnerships, achieved 4.5x the engagement of an average brand channel and 9.4x faster growth versus comparable DIY channels, reached a fan base 88% under 35 (44% female 18–24), and saved an estimated $1M+ in marketing costs.

HGTV