Overtime, a digital sports brand was born on social media in 2016, and set its sights on growing online video to achieve scale. Execs at the media brand for Gen Z and millennials identified from its beginnings that social media was the platform to find younger audiences and they focused on social posts and platform distribution. The brand now boasts an audience of 35 million unique monthly viewers. As the Gen Z and millennial cohort of 18- to 34-year-old internet users continues to grow, the reach that social video can get has started exceeding linear TV, according to Tubular Lab’s research study with The Global Video Measurement Alliance.