‘This Is America’ Snags a Grand Prix at Cannes – Here’s a Look at its Social Video Performance

Data Dose June 19, 2019

‘This Is America’ Snags a Grand Prix at Cannes – Here’s a Look at its Social Video Performance

Last year, Donald Glover (a.k.a. Childish Gambino) sent shock waves across social media with the release of his music video for “This Is America,” an artful — and sometimes disturbing — commentary on violence and race in our country. On Tuesday, the video won the Grand Prix in the Entertainment for Music category (a second Grand Prix in the category was awarded to Brazilian rapper Baco Exo do Blues for “Bluesman”).

In the wake of its win, we took a look at the staying social power of the video using analytics from video measurement company Tubular Labs. Since “This Is America” was posted to YouTube on May 5, 2018, it’s racked up 555 million views, making it Childish Gambino’s most-viewed YouTube video ever. It’s also #24 on the ranking of most-seen YouTube videos from U.S. creators from May 1, 2018 through June 18, 2019.

According to Tubular, in its first three days of release on YouTube, the video generated 44.9 million views and after a month, it had exploded to 233 million views. The video also had a Tubular ER3 rating of 2.7x, meaning three days after upload, it had an engagement rate that was 2.7 times higher compared to the YouTube average.

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