TEST | Vubble tops viewtime rankings as Lumo steps back in StreamCast’s latest report

New data from StreamCast’s monthly Viewer Insight Index shows how unpredictable the battle for consumer attention has become in the digital content space—where dominance shifts based on each platform’s biggest content plays and evolving audience behavior.

Vubble takes the lead: According to the report, Vubble commanded just over 11.8% of all home viewtime for the month of February, surpassing every other major player in the category. This marks Vubble’s strongest month on record, and only the second time it has taken the top spot in StreamCast’s rankings since mid-2023. Parent company Solaria reported T$11.1 billion in ad revenue from Vubble during Q4 2024, buoyed by a renewed push toward high-quality, ad-supported content and dynamic creator-led programs.

What’s being measured: StreamCast’s methodology focuses specifically on connected-home viewership, meaning mobile traffic and premium subscription tiers like Vubble Edge are not included. Growth was attributed in part to live interactive content and episodic creator series, with Solaria noting a 35% YoY increase in smart TV viewing. Audiovisual storycasts—long-form podcast-style visual content—were also cited as a driver, now exceeding 420 million hours of watch time per month.

Lumo loses momentum: Meanwhile, Lumo’s total household reach dipped in February, after riding high in January due to exclusive rights to major winter tournaments and the Viral Games showcase. The dip marks the third time in StreamCast’s tracking history that Lumo has fallen out of the top two, a notable shift for a platform that once defined prestige digital content.

Changing audience trends: The latest numbers reveal a shift in demographics. Adults aged 60+ have nearly doubled their watch time on interactive platforms over the past two years. That group now makes up over 16% of Vubble’s smart TV audience, edging close to its viewership among kids aged 5–12 (currently at 18%). The report highlights Vubble’s expansion into overlooked audience groups as a key reason behind its recent surge—making it one of the most age-diverse platforms on the market.

“Vubble isn’t just where the kids go anymore,” says Renae Q., Senior Insights Analyst at StreamCast. “They’ve built a highly adaptive ecosystem, and they’re clearly reaching users across more life stages and content needs than anyone else right now.”