There are between 40 and 60 million acres of lawns in the United States.
And lawn care can be a popular, niche topic on YouTube.
This year-to-date, U.S. videos specifically about lawn and yard care have generated 3.3 billion views, on about 8.6K uploads. And yet, nearly all of those views are coming via creators.
Data from Chartbeat Inc.’s Tubular Labs shows that creators have accounted for 85% of U.S. videos on lawn care this year, and 91% of uploads. Media companies have just 45 uploads on the topic, and brands aren’t overly present either.
While it’s not the biggest topic — for instance, all U.S. home/DIY/craft videos have totaled 400 billion YouTube views this year — 3.3 billion views is significant enough for media to jump into, and for brands to similarly capitalize on. And yet, they’re absent.
(via Chartbeat Inc’s Tubular Labs)
Why?
Part of the reason may come from a shrinking media environment. But it’s also an opportunity for publications with home and/or garden coverage areas to potentially explore a new whitespace opportunity.
So far in 2026, This Old House is the largest domestic media producer of lawn and garden care content on YouTube, at 386K views. By comparison, The Lawn Tools have 201 million views as the top creator while endorsing what would be a media-like structure.
The channel spotlights famous turf, holds lawn-theme competitions, and shows viewers how to do lawn-related things that range from simple to complicated.
This is not a creator channel simply winning a niche marketplace with a flood of Shorts. Instead, these are personality- and narrative-based videos that drive engagement (Tubular data shows a high level of engagement for their content, surpassing most of hte other top lawn care creators).
By avoiding a gimmick, and simply behaving like traditional media, The Lawn Tools are among several creators programming high-performing content for a specific demand; in this case, lawn care. For media, because these creators are largely doing things they can do as well — and potentially with more production value — it’s a playbook they can follow relatively easily, too.
For example, HGTV, which would seemingly have a natural fit for lawn content, hasn’t published any videos about lawns this year (they did in previous years, however).
The same goes for Southern Living and Better Homes & Gardens. There aren’t any videos on their respective YouTube pages specifically about lawns this year.
That’s not to speak ill of the publications at all. They’re still finding significant success across different video topics and/or platforms.
More, it’s pointing out a content category that relevant media has (potentially unknowingly) ceded to creators when they don’t necessarily have to. And on top of that, by avoiding lawn content, they’re also avoiding the potential monetization opportunities that come with it.
For instance, Scotts has sponsored over 30 videos across platforms this year (according to Tubular) and many are about lawn care. On YouTube, Scotts has mostly stuck to gaming, though have also sponsored a video from The Lawn Care Nut.
One way to look at Scotts — and its competitors’ — sponsorship activities is that they’re not as interested in social video. But another is that they’re looking for the lawn care category to be utilized more fully before diving in.
With limited effort, media companies could jump into the lawn care video space today, even using archive content (especially helpful for cable networks that have those videos on-hand already) to start immediately addressing an underserved audience on a popular topic few are uploading videos around.
