A Winnin, a platform that uses proprietary AI to map cultural trends based on internet video consumption, reveals data about audience behavior during the holiday season. With over 600,000 mapped niches and real-time analyses, the platform provides essential insights for brands and companies, highlighting the relevance of the "End of Year" theme starting from the end of September.
The main platforms for Christmas and New Year videos include YouTube and Instagram, which stand out in this scene. In the last 12 months, across all platforms, about 88,000 creators produced approximately 241,000 pieces of content related to these dates. Each video, on average, received 257,000 engagements and 3 million views, highlighting the enormous potential of the season for brands and creators.
In addition to festive content, videos related to the end of the year also attract audiences interested in topics such as religions and esotericism, viral humor, relationships, clothing, fashion, sweets and desserts, food and restaurants, and politics.
“In the Christmas universe, themes such as decoration, festive looks, dinner vlogs and gift unboxings continue to attract attention. But the narrative goes beyond that, exploring the transition from the old to the new year, with New Year's promises and iconic moments of the turn of the year. And of course, the festive mishaps, which are almost a cultural ritual of this time of year, continue as a separate phenomenon, authentically translating the chaos and joy that mark these celebrations”, highlights Pedro Drable, head of strategy at Winnin.
These data highlight how the end of the year is a strategic period for brands aiming to maximize their cultural relevance and audience engagement. The holiday season goes far beyond traditional celebrations, encompassing a variety of interests that authentically connect audiences and brands during the months of November, December, and January. Taking advantage of these trends allows brands to stand out by creating relevant content that not only engages but also strengthens their cultural presence during a time of great collective attention.
