US hummus market revenueHours of video uploaded to YouTube per minute
Americans began buying vastly more hummus between 2007 and 2022, and the world began uploading vastly more video to YouTube in the same years, and the two trends have risen together (r = 0.959) with a steadiness that suggests something about the chickpea that science has yet to fully explain. One container fills the refrigerator; one file fills the internet. Both are uploaded. Both are rarely finished.
US hummus market revenue grew from about $240 million in 2007 to over $800 million by 2022, with Sabra pushing hummus into the American fridge next to ranch dip and the broader Mediterranean diet becoming dietary shorthand for 'responsible.' YouTube uploads, meanwhile, climbed from roughly 15 hours per minute in 2007 to over 500 hours per minute by 2022, with creators monetizing everything from ASMR to tractor repair. Both categories grew because their barriers to entry collapsed: a food blogger could now launch a brand on Shopify, and a teenager with a phone could launch a channel on lunch break. The infrastructure caught up.
The tub of hummus opens. The upload completes. Neither is watched all the way through, necessarily.
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