Toronto-based sports publisher theScore has been producing programming that focuses on e-sports players and storylines, and it has seen its view time on YouTube explode as a result.

TheScore’s esports channel has more than 480,000 subscribers on YouTube, up from just 30,000 subscribers in January of 2017. The channel got 10 million video views in September, making it the 13th-biggest gaming channel from a media company on YouTube, according to Tubular Labs. Its watch time grew from 6 million minutes per month in January of 2017 to more than 100 million in August, which worked out to more than eight minutes of watch time per view, according to internal YouTube data cited by theScore.

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