Case Study: All Def Digital achieves nearly triple subscriber growth and 2x YouTube-average viewer retention with Tubular Labs

Leveraging Tubular, ADD nearly triples its subscriber base; increases viewer retention to 2x YouTube average

All Def Digital (ADD) is a leading media company for urban youth that creates and distributes comedy, music and culture content across social platforms, TV and events, reaching over 14 million fans monthly. ADD’s Audience Growth team faced the challenge of acquiring and retaining a multi‑racial, passion‑driven millennial audience across a fragmented YouTube landscape and needed deeper industry and audience insights to greenlight formats that build loyal subscribers.

Using Tubular’s Intelligence Dashboard, AudienceGraph and media services, ADD prescriptively produced and promoted targeted comedy, music and unscripted series while combining organic and paid tactics. The results: YouTube subscribers grew 245% year‑over‑year (290K to 1M), viewer retention reached twice the YouTube average, audience targeting delivered 75% more efficient spend, and the channel ranked #1 among top comedy and urban music networks for engagement and subscriber activation.

All Def Digital