Case Study: Overtime achieves stronger audience engagement and advertiser growth with Tubular Labs

Overtime Surges in the Under-35 Sports Audience + Attracts Top Advertisers Spending Outside of TV

Overtime, the digital-first sports media company, wanted to shift younger fans away from traditional TV sports viewing and into a more social, interactive digital experience. Working with Tubular Labs and its social video intelligence tools, Overtime used audience, demographics, geo-data, and post-level insights to better understand viewing preferences and strengthen its position with both fans and advertisers.

Tubular Labs helped Overtime refine its content strategy with clips, highlights, behind-the-scenes footage, and other social video formats that drove higher engagement and deeper community connection. The result was strong growth, including a monthly average of 36.3 million unique viewers ages 13–35 on YouTube and Facebook since 2021, outperforming ESPN, Barstool Sports, and Bleacher Report, while also helping Overtime attract major advertising partners like Adidas, Nike, Gatorade, Google, Netflix, Amazon, and Prime Video.

Overtime

Rich Calacci

Chief Revenue Officer