Best YouTube Competitor Analysis Tools in 2026

The best YouTube competitor analysis tool is not the one with the most dashboards.

It is the one that helps you answer the question that actually matters:

What should I make next, and what proof do I have that this idea can work?

That is where most YouTube tools fall short.

Some tools show public stats. Some track competitors. Some help with keywords. Some show subscriber growth. Some help with A/B testing. Some surface outlier videos. But very few tools connect competitor research to the actual creator workflow: finding ideas, understanding patterns, improving titles, shaping thumbnails, and building videos from evidence instead of guessing.

This guide breaks down the best YouTube competitor analysis tools in 2026, what each one is best for, where each one is weak, and which type of creator should use it.

No hype. No fake “one tool fixes everything” nonsense.

The right tool depends on whether you need public benchmarking, SEO research, outlier discovery, thumbnail and title testing, revenue analytics, or a complete pattern-based content workflow.

Quick Verdict: Best YouTube Competitor Analysis Tools in 2026

Key Takeaways

• The best YouTube competitor analysis tools do more than show views and subscribers. They help you understand what is working and why.
• If you want a complete research-to-production workflow, OverseerOS is the strongest fit because it connects competitor patterns to ideas, titles, scripts, and thumbnails.
• If you mainly want SEO and keyword research, vidIQ and TubeBuddy are still strong options.
• If you want public benchmarking for free, Social Blade is useful, but it will not tell you much about creative strategy.
• If you care about outlier discovery, OutlierKit and TubeLab are worth watching closely.
• If you are monetized and want revenue-focused analytics, TubeAnalytics is more relevant than a pure keyword tool.
• YouTube Studio is still essential for your own channel, especially with native title and thumbnail A/B testing, but it is not enough for competitor intelligence.

What Makes a Good YouTube Competitor Analysis Tool?

A good YouTube competitor analysis tool should help you make better content decisions before you waste time producing the wrong video.

The mistake is thinking competitor analysis means:

Which competitor has the most subscribers?

That is beginner-level analysis.

Real competitor analysis asks:

• Which videos are outperforming the channel’s normal average?
• Which topics keep breaking out?
• Which title patterns repeat across winners?
• Which thumbnail styles create curiosity?
• Which formats hold attention?
• Which creators are gaining momentum?
• Which content gaps are competitors missing?
• Which ideas can you adapt without copying?
• Which competitor signals should influence your next video?

That is why the best tool is not always the tool with the most metrics.

The best tool is the one that helps you turn competitor data into better decisions.

The Main Types of YouTube Competitor Analysis Tools

Before choosing a tool, understand the category.

Most creators do not need every tool.

They need the right tool for their current bottleneck.

If your problem is “I do not know what to make next,” you need pattern discovery.

If your problem is “my videos are made but not optimized,” you need SEO and testing.

If your problem is “I need to understand monetization and retention,” you need analytics.

If your problem is “I need to compare public channel growth,” you need benchmarking.

1. OverseerOS: Best for Pattern-Based YouTube Competitor Research

OverseerOS is the best fit if your main goal is to reverse-engineer successful YouTube channels and turn proven patterns into better content decisions.

Most tools stop at data.

OverseerOS is built around the next step:

What do I do with the data?

That matters because creators do not grow from analytics alone. They grow from better ideas, stronger titles, more clickable thumbnails, better scripts, and smarter content strategy.

OverseerOS is designed to help creators analyze successful channels, study high-performing videos, identify breakout patterns, and turn those insights into content workflows.

That can include:

• Studying successful channels in your niche
• Finding breakout or outlier-style videos
• Understanding repeatable content patterns
• Analyzing titles and thumbnails
• Building ideas from proven structures
• Writing in a channel-inspired tone
• Creating thumbnails from proven visual patterns
• Turning competitor research into actual production decisions

The key difference is positioning.

OverseerOS is not just trying to tell you that a competitor is growing.

It helps you understand what you can learn from that growth and how to apply it responsibly.

Best For

• YouTube creators who want to stop guessing
• Faceless channel operators
• Creator teams managing multiple channels
• Content strategists
• AI-assisted creators who need better research before prompting
• Channels that need repeatable content systems
• Creators who care about titles, thumbnails, scripts, and structure

Main Strength

OverseerOS connects competitor analysis to the creative workflow.

That is the big advantage.

A raw analytics tool might show you that a competitor video got 500,000 views.

OverseerOS is designed around questions like:

• Why did that video break out?
• What title pattern is being used?
• What thumbnail style is working?
• What content structure can be adapted?
• What can I make that is original but still based on evidence?

That is the difference between “data” and strategy.

Main Weakness

OverseerOS is best for creators who want a research and production workflow.

If you only want a quick public subscriber graph or a simple view count check, a free stats tool may be enough.

Verdict

Use OverseerOS if you want competitor analysis to directly improve what you make next.

It is the strongest choice for creators who want to reverse-engineer high-performing YouTube channels with OverseerOS and turn proven patterns into original ideas, titles, scripts, and thumbnails.

2. OutlierKit: Best for Finding Outlier Videos and Content Gaps

OutlierKit is one of the most direct competitors in the YouTube competitor analysis space.

Its positioning is clear: find what is working for successful channels and surface winning patterns. The platform says it analyzes competitor channels, identifies outlier videos, breaks down hooks, pacing, keywords, and retention patterns, and helps creators find content gaps and ready-to-adapt scripts or hooks. Source: OutlierKit

That is a strong angle because outlier videos are one of the best signals in YouTube research.

An outlier video is a video that performs far better than a channel’s normal baseline. These are extremely useful because they show which topics, titles, thumbnails, or formats broke through the channel’s normal performance ceiling.

Best For

• Creators who want to find breakout video ideas
• Channels looking for competitor content gaps
• YouTube strategists focused on outlier detection
• Creators who want data-backed inspiration before production

Main Strength

OutlierKit is built around the “what is working now?” question.

Its official site highlights outlier video detection, low-competition keyword finding, high-RPM keyword targeting, hook strength analysis, trend prediction, and AI script analysis. Source: OutlierKit

That makes it more strategically useful than a basic stats tracker.

Main Weakness

OutlierKit is strong for discovery, but creators still need to turn those insights into their own full workflow: titles, scripts, thumbnails, production planning, and brand-specific execution.

That is where a broader content workflow can matter.

Verdict

Use OutlierKit if your priority is finding competitor outliers and content opportunities.

Use OverseerOS if you want to connect that kind of pattern research more directly to your own ideas, titles, scripts, and thumbnails.

3. vidIQ: Best for SEO, Keywords, Trends, and Competitor Tracking

vidIQ is one of the most established YouTube growth tools.

Its competitor tool lets creators analyze and compare competitor performance, look across time frames like 30 days, 60 days, or 12 months, see which competitor videos are performing best, and review titles, thumbnails, engagement metrics, and keyword data. Source: vidIQ Competitors

vidIQ also highlights features like Competitors, Scorecard, Trend Alerts, Real-Time Stats, Daily Ideas, Most Viewed, and Outliers. Source: vidIQ Features

That makes vidIQ especially useful for creators who care about SEO and keyword-led YouTube growth.

Best For

• SEO-focused YouTubers
• Creators who want keyword research
• Channels that rely on search traffic
• Creators who want trend alerts and competitor tracking
• Beginners who want a broad YouTube growth toolkit

Main Strength

vidIQ is strong when the question is:

What keywords, trends, and competitor signals can help me optimize my YouTube strategy?

Its Views Per Hour feature can help identify videos gaining traction in real time, and its competitor tool can export top competitor keywords. Source: vidIQ Competitors

That is useful for spotting momentum.

Main Weakness

vidIQ is broad.

That is not automatically bad, but broad tools can become noisy if your main goal is deep creative pattern research.

If you already know that keyword research matters but your bigger problem is “what video should I actually make and how should I package it?” then you may need a more pattern-focused workflow.

Verdict

Use vidIQ if you want competitor tracking plus strong SEO, keyword, and trend features.

Use OverseerOS if you want the competitor research to flow directly into content ideas, titles, scripts, thumbnails, and repeatable channel strategy.

4. TubeBuddy: Best for Optimization, Competitor Comparison, and A/B Testing

TubeBuddy is another major YouTube growth platform with strong optimization features.

Its competitor analysis tool is designed to track and compare your channel’s performance with competing YouTube channels, including views, subscribers, engagement, upload frequency, recent videos, and side-by-side scorecards. TubeBuddy says Legend users can track up to 10 competitors, while Enterprise users can monitor unlimited channels. Source: TubeBuddy Competitor Analysis Tool

TubeBuddy’s Channelytics feature also helps creators compare channels, track views, subscribers, 30-day growth, upload patterns, tags, and performance trends directly on YouTube. Source: TubeBuddy Channelytics

TubeBuddy is also known for testing and optimization. Its A/B testing feature lets creators test thumbnails, titles, tags, and more. Source: TubeBuddy A/B Testing

Best For

• Creators who want YouTube optimization tools
• Channels focused on SEO and workflow improvements
• Creators who want side-by-side competitor comparisons
• Creators who care about title and thumbnail testing
• Channels that already have videos published and want to improve performance

Main Strength

TubeBuddy is strong when the problem is optimization.

It can help you compare competitors, study growth, track uploads, and test packaging.

That is useful because YouTube success is not only about the idea. It is also about whether the title, thumbnail, tags, and presentation are strong enough to compete.

Main Weakness

TubeBuddy is stronger as an optimization and management toolkit than as a deep pattern-to-production system.

It can help you understand what competitors are doing, but you still need to convert that research into your own creative strategy.

Verdict

Use TubeBuddy if you want a mature YouTube optimization toolkit with competitor comparison and A/B testing.

Use OverseerOS if you want competitor analysis to start earlier in the workflow, before production, when you are deciding what to create and how to shape it.

5. TubeAnalytics: Best for Monetized Creators Focused on Revenue and Retention

TubeAnalytics positions itself as an analytics platform for creators, with competitor tracking, authenticated revenue data, CPM/RPM insights, retention data, and YouTube Analytics API-based reporting. Its own comparison pages emphasize authenticated CPM/RPM revenue data, audience demographics, real-time video analytics, and competitor tracking. Source: TubeAnalytics

That makes TubeAnalytics most relevant for creators who already have monetization data and want to understand performance more deeply.

Best For

• Monetized creators
• Channels focused on revenue optimization
• Creators who care about CPM, RPM, retention, and audience data
• Teams that want deeper post-publish analytics
• Creators comparing performance after videos are live

Main Strength

TubeAnalytics is more analytics-focused than idea-focused.

That is useful if your question is:

Which videos actually made money, retained viewers, and performed well after publishing?

For monetized creators, that matters. A video with fewer views but higher RPM can sometimes be more valuable than a bigger low-value video.

Main Weakness

TubeAnalytics is not the best fit if your main bottleneck is pre-production idea discovery.

If you need to decide what to make next based on competitor patterns, titles, thumbnails, and outlier videos, you may want a tool more focused on research before production.

Verdict

Use TubeAnalytics if you are monetized and care about revenue, retention, and post-publish performance analysis.

Use it alongside a competitor research workflow if you also need stronger idea generation.

6. Social Blade: Best Free Tool for Public Channel Benchmarking

Social Blade is the classic public stats tool.

It tracks daily statistics and growth across YouTube, TikTok, Twitch, Instagram, Facebook, and more. Its homepage says it tracks over 160 million creators across five platforms and offers top creator lists. Source: Social Blade

For quick competitor checks, it is still useful.

You can look up a channel, see public growth, compare rough performance, and get a quick sense of whether a creator is growing or declining.

Best For

• Beginners
• Quick public channel checks
• Free competitor benchmarking
• Checking subscriber and view trends
• Finding top creators in a category
• Broad market research

Main Strength

Social Blade is simple.

You do not need a complicated workflow to use it.

It gives you quick public stats and makes it easy to check creator growth across platforms.

Main Weakness

Social Blade is not a deep strategy tool.

It will not tell you:

• Why a video worked
• Which title pattern caused the click
• Which thumbnail style created curiosity
• Which format held attention
• Which content gap you should attack
• Which script structure you should adapt

It is useful for “what happened?”

It is weak for “what should I make next?”

Verdict

Use Social Blade as a free benchmarking layer.

Do not rely on it as your main YouTube competitor analysis tool if you are serious about content strategy.

7. ViewStats: Best for Creator Stats and Competitor Tracking

ViewStats is a creator analytics platform associated with the MrBeast ecosystem.

Its homepage says ViewStats Pro can help users track competitors, uncover winning content, and learn from top-performing videos in a niche. Source: ViewStats

That makes it relevant for creators who want a more modern stats and competitor tracking experience than older public analytics tools.

Best For

• Creators who want a clean stats interface
• Competitor tracking
• Finding top-performing content
• Studying creators in a niche
• Benchmarking channels and videos

Main Strength

ViewStats is useful for seeing what is performing and tracking competitors.

It can help creators quickly understand the landscape around a channel or niche.

Main Weakness

Stats alone do not create a strategy.

You still need to translate competitor data into:

• Original ideas
• Better titles
• Thumbnail concepts
• Video structures
• Audience-specific angles
• Repeatable formats

Also, creator tools around AI and thumbnails can be sensitive. In 2025, MrBeast removed an AI thumbnail generator from ViewStats after criticism from creators, which is a useful reminder that thumbnail inspiration should be handled responsibly. The safe approach is to model visual principles, not copy someone’s creative work.

Verdict

Use ViewStats if you want modern competitor stats and content discovery.

Use a more workflow-focused tool if you need to turn those stats into actual videos.

8. TubeLab: Best for Niche Research and Outlier Discovery

TubeLab is another interesting tool in the YouTube research space.

Its site highlights a YouTube Niche Finder, YouTube Outliers Finder, and tools for spotting topics, title formats, thumbnails, and turning them into video ideas. Source: TubeLab

This makes TubeLab especially relevant for creators who are still picking a niche or trying to find unsaturated opportunities.

Best For

• Niche research
• Finding rising channels
• Discovering outlier videos
• Studying title formats
• Finding thumbnail patterns
• Creators building new faceless channels

Main Strength

TubeLab’s strength is early-stage research.

If you are trying to answer:

Which niche should I enter?

or:

Which topics are breaking out before everyone copies them?

TubeLab is worth studying.

Main Weakness

TubeLab is more specialized and less established than tools like vidIQ, TubeBuddy, and Social Blade.

It may be useful as a research layer, but creators still need a full workflow for production, scripting, packaging, and channel strategy.

Verdict

Use TubeLab if niche discovery and outlier research are your main focus.

Use OverseerOS if you want competitor research connected more directly to content creation decisions.

9. YouTube Studio: Best Free First-Party Analytics Tool

YouTube Studio is not really a competitor analysis tool, but it belongs in this list because every creator should use it.

It is the official source for your own channel analytics.

YouTube Studio can help you understand:

• Your impressions
• Click-through rate
• Audience retention
• Traffic sources
• Search terms
• Returning viewers
• Revenue if monetized
• Content performance
• Audience behavior

YouTube also has creator research features. The Trends tab can show top searches, breakout videos, recent videos, and Shorts content gaps. Source: YouTube Help

The Inspiration tab can help generate ideas, titles, thumbnails, outlines, and hooks with AI-assisted suggestions. Source: YouTube Help

YouTube also supports A/B testing for titles and thumbnails for eligible creators with access to advanced features. You can test up to three title, thumbnail, or title-and-thumbnail combinations, and YouTube uses watch time to help determine the winner. Source: YouTube Help

Best For

• Every creator
• First-party analytics
• Audience retention analysis
• CTR and impressions
• Native A/B testing
• Understanding your own channel

Main Strength

YouTube Studio is official.

That matters.

No third-party tool can replace the accuracy of your own first-party analytics.

Main Weakness

YouTube Studio is mostly about your own channel.

It is not built to deeply reverse-engineer competitor channels, detect patterns across niches, or turn competitor research into a complete content workflow.

Verdict

Use YouTube Studio no matter what.

But do not confuse your own analytics dashboard with competitor intelligence.

Feature Comparison: Which Tool Wins for Each Use Case?

How to Choose the Right YouTube Competitor Analysis Tool

Use this decision framework.

Choose OverseerOS if:

• You want to reverse-engineer successful channels
• You care about ideas, titles, scripts, and thumbnails
• You want a workflow, not just a dashboard
• You run faceless or systemized channels
• You want to build from proven patterns
• You want to stop starting from a blank page

Choose OutlierKit if:

• You mainly want to find outlier videos
• You care about content gaps
• You want AI-assisted competitor insights
• You want to spot what is working in a niche

Choose vidIQ if:

• You care about keywords and YouTube SEO
• You want competitor tracking plus trend signals
• You want a broad YouTube growth toolkit
• You like optimization scores and keyword workflows

Choose TubeBuddy if:

• You want channel comparison
• You care about title and thumbnail testing
• You want SEO and optimization tools
• You already publish consistently and want to improve performance

Choose TubeAnalytics if:

• You are monetized
• You care about CPM, RPM, and retention
• You want deeper post-publish analytics
• You are optimizing revenue, not just views

Choose Social Blade if:

• You want free public stats
• You need quick competitor benchmarking
• You are doing lightweight research
• You do not need deep creative insights

Choose ViewStats if:

• You want creator stats and competitor tracking
• You want to find top-performing videos
• You like public benchmarking tools

Choose TubeLab if:

• You want niche research
• You care about rising channels
• You want outlier and title pattern discovery
• You are starting or repositioning a channel

Choose YouTube Studio if:

• You want accurate first-party analytics
• You want to understand your own audience
• You want native title and thumbnail testing
• You want to improve your existing videos

The Problem With Most Competitor Analysis Tools

Most tools show you what happened.

That is useful, but incomplete.

A channel grew.

A video got views.

A thumbnail had high CTR.

A keyword has search volume.

A competitor uploaded more often.

Fine.

But the real question is:

What should I do next?

That is where serious creators need more than numbers.

They need pattern translation.

For example, seeing that a competitor video got 800,000 views is not enough.

You need to know:

• Was it an outlier?
• What made the title work?
• What made the thumbnail clickable?
• What format did the video use?
• What audience desire did it hit?
• What comments reveal unmet demand?
• Can the idea be adapted into your niche?
• What would your original version look like?
• Is the idea worth producing?

That is why competitor analysis tools should not be judged only by how many metrics they show.

They should be judged by how much better they make your next content decision.

What a Good Competitor Research Workflow Looks Like

Here is the workflow serious creators should use.

Step 1: Pick the Right Competitors

Do not only study the biggest channels.

Track:

• Direct competitors
• Adjacent competitors
• Size-matched competitors
• Small channels with breakout videos
• Aspirational channels
• Channels with strong packaging
• Channels with repeatable formats

Step 2: Find Outlier Videos

Look for videos that performed unusually well compared to the channel’s normal baseline.

A 100,000-view video on a channel that normally gets 5,000 views is more interesting than a 1 million-view video on a channel that normally gets 3 million.

Step 3: Decode the Packaging

Study:

• Title structure
• Thumbnail focal point
• Curiosity gap
• Emotional trigger
• Visual contrast
• Promise clarity
• How title and thumbnail work together

Step 4: Study the Format

Ask:

• Is it a list?
• Experiment?
• Teardown?
• Comparison?
• Documentary?
• Reaction?
• Challenge?
• Mistake breakdown?
• Case study?

Format is often the hidden reason a topic works.

Step 5: Read the Comments

Comments show you what the audience still wants.

Look for:

• Questions
• Complaints
• Requests
• Confusion
• Objections
• Emotional reactions
• Follow-up topic ideas

Step 6: Create Original Variations

Do not copy the title.

Extract the pattern.

Competitor title:

I Tested 10 AI Tools. Only 3 Were Useful.

Pattern:

I tested many options and filtered the few worth using.

Original variations:

• I Tested 12 AI Tools for Faceless YouTube. Only 4 Made Sense.
• I Tried 10 Thumbnail Styles. One Clearly Won.
• I Studied 50 Viral Hooks. These 7 Kept Repeating.
• I Used 5 YouTube Research Tools. Most Missed the Real Pattern.

Step 7: Score the Idea Before Production

Use this scoring table.

Decision rule:

That is the difference between competitor watching and competitor analysis.

Responsible Competitor Analysis: Do Not Copy Creators

This matters.

Competitor analysis is not permission to steal.

Do not copy:

• Exact thumbnails
• Exact titles
• Exact scripts
• Exact visual layouts
• Exact jokes or storytelling beats
• Exact research structure without adding anything new

Instead, model:

• The angle
• The audience pain
• The format
• The curiosity gap
• The emotional trigger
• The pacing logic
• The type of proof
• The content gap

Copying makes your channel look cheap.

Modeling makes your strategy sharper.

The goal is not to become a clone of another creator.

The goal is to understand what viewers are rewarding and create your own stronger version.

Best Overall Tool: OverseerOS

If your goal is pure public benchmarking, Social Blade is enough.

If your goal is SEO and keywords, vidIQ or TubeBuddy make sense.

If your goal is outlier discovery, OutlierKit and TubeLab are strong.

If your goal is revenue and retention analysis, TubeAnalytics and YouTube Studio matter.

But if your goal is to turn competitor research into a better YouTube content workflow, OverseerOS is the strongest overall fit.

That is because the real job is not simply tracking competitors.

The real job is turning proven patterns into:

• Better video ideas
• Better titles
• Better thumbnails
• Better scripts
• Better channel strategy
• Better production decisions

That is where OverseerOS has the clearest positioning advantage.

It is not trying to be another generic YouTube stats tool.

It is built around a sharper idea:

Stop guessing. Reverse-engineer what already works, then create your own original version from proven patterns.

If that is the workflow you want, use OverseerOS to reverse-engineer winning YouTube channels before you waste another week producing videos from weak ideas.

Final Verdict

The best YouTube competitor analysis tool depends on what you are trying to improve.

For free public stats, use Social Blade.

For SEO and keyword research, use vidIQ or TubeBuddy.

For A/B testing and optimization, use TubeBuddy and YouTube Studio.

For monetized analytics, use YouTube Studio and TubeAnalytics.

For outlier discovery, look at OutlierKit and TubeLab.

For turning competitor patterns into actual ideas, titles, scripts, and thumbnails, use OverseerOS.

The winning creator in 2026 will not be the one who copies the most competitors.

It will be the one who understands the pattern fastest, adapts it responsibly, and builds a unique version before everyone else catches up.

That is what good competitor analysis is supposed to do.

FAQ

What is the best YouTube competitor analysis tool in 2026?

The best tool depends on your goal. OverseerOS is best for turning competitor patterns into ideas, titles, scripts, and thumbnails. vidIQ is strong for SEO and keyword research. TubeBuddy is strong for optimization and A/B testing. Social Blade is useful for free public stats. OutlierKit and TubeLab are strong for outlier discovery.

What is a YouTube competitor analysis tool?

A YouTube competitor analysis tool helps creators study other channels to understand what is working in their niche. Good tools can help analyze views, subscribers, outlier videos, titles, thumbnails, upload patterns, keywords, growth trends, content gaps, and audience signals.

Is Social Blade good for YouTube competitor analysis?

Social Blade is useful for quick public benchmarking. It can show public stats, growth trends, and top creator lists. But it is not enough for serious content strategy because it does not deeply explain why videos worked or how to turn competitor patterns into original ideas.

Is vidIQ or TubeBuddy better for competitor analysis?

vidIQ is usually stronger for keyword research, trend signals, and broad SEO workflows. TubeBuddy is strong for channel comparison, optimization, and A/B testing. The better choice depends on whether you care more about keyword discovery or optimization and testing.

What is the best free YouTube competitor analysis tool?

The best free options are YouTube Studio for your own channel analytics and Social Blade for public competitor stats. You can also manually review competitor channels on YouTube by studying their outlier videos, titles, thumbnails, comments, and upload patterns.

Can I use YouTube Studio for competitor analysis?

YouTube Studio is mainly for analyzing your own channel, not competitors. It is excellent for first-party analytics, retention, CTR, traffic sources, audience data, and native title and thumbnail testing. For competitor research, you need YouTube search, public channel review, or third-party tools.

What should I look for when analyzing YouTube competitors?

Look for outlier videos, repeated title patterns, thumbnail styles, topic clusters, video formats, hook structure, comment demand, upload rhythm, and content gaps. Do not focus only on subscriber count or total views.

Are YouTube competitor analysis tools worth it?

They are worth it if they help you make better content decisions. A tool is not worth paying for if it only gives you numbers you never act on. The best tools help you decide what to make, how to title it, how to package it, and how to make it different from competitors.

Is it okay to copy competitors on YouTube?

No. You should not copy competitors directly. The better approach is to reverse-engineer the pattern behind successful videos, then create your own original version with a different angle, proof, structure, examples, or audience focus.

What is the difference between outlier discovery and competitor tracking?

Competitor tracking monitors channels over time, including views, subscribers, uploads, and growth. Outlier discovery looks for videos that performed unusually well compared to a channel’s normal baseline. Outliers are often more useful for finding new content ideas.