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Outdoor Activities & Adventure Sports June 2014 A Touchstorm Video Index Special Report Outdoor Activities & Adventure Sports powered by Rankings and competitive insights based on numbers pulled June 6, 2014. Contents Key Findings 3 Spotlight on Brands and Retailers 33 The Key Finding for Brands 34 The Touchstorm Video Index Explained 4 Brands Play a Big Role in this Conversation 35 Top 50 Brands/Retailers Ranked by Views 36 What is the Touchstorm Video Index? 5 – 8 Top 50 Brands/Retailers Ranked by Subscribers 37 What is The TVi Score? 9 Top 50 Brands/Retailers Ranked by Conversion 38 Top 50 Brands/Retailers Ranked by TVi Score 39 Conversation Overview 10 Top 30 Brands/Retailers Generating the Best-Liked Content 40 The Conversation of Outdoor Activities & Adventure Sports 11 – 13 List of the 38 Topics in this Conversation 14 The Most Watched Videos 41 Big Topics vs. Small Topics 15 Top Videos By Topic 42 – 46 Views by Topic 16 All Time Highest Viewed Videos in Conversation 47 - 48 Top Performing Topics in Key Metrics 17 Views by Producer Type 18 Average Number of Videos per Channel, by Topic 19 The Global Picture 49 - 51 Top Channels in this Conversation 20 Appendix 52 The Two Biggest Stars 21 List of Brands and Retailers Included in this Report 53 – 59 Top 50 Channels Ranked by Views 22 Definitions of Key Metrics used to Calculate the TVi Score 60 Top 50 Channels Ranked by Conversion 23 Top 30 Channels Ranked by TVi Score 24 Other Information You Can Receive 61 About Touchstorm 62 Top Channels by Topic 25 - 32 Links to Other Touchstorm Products & Services 62 Touchstorm Video Index / Powered by www.touchstorm.com 2 Key Findings Findings TOPICS COMPRISE THIS CONVERSATION, RANGING OF THE CHANNELS IN THIS FROM SKATEBOARDING TO CONVERSATION HAVE MORE 3,166 38 HUNTING & FISHING 54% THAN 100,000 VIEWS CHANNELS IN THE OUTDOOR ACTIVITIES & ADVENTURE SPORTS CONVERSATION ON YOUTUBE 89% THE NUMBER OF CHANNELS OF THE CHANNELS USE ENGLISH AS THE PRIMARY OWNED BY BRANDS OR LANGUAGE. THE NEXT MOST POPULAR LANGUAGE RETAILERS, REPRESENTING 816 IS FRENCH, FOLLOWED BY GERMAN, 26% OF ALL CHANNELS 7.79b PORTUGUESE, ITALIAN, JAPANESE VIEWS IN THE OUTDOOR ACTIVITIES & ADVENTURE SPORTS CONVERSATION, ON NEARLY HALF A MILLION VIDEOS OF THE TOP 100 VIDEOS ARE ALL ABOUT TRICKS 8 OF THE TOP 10 ADVENTURE SPORTS 86 CHANNELS ARE FROM THE 61 AND MOTION YOUTUBE STARS HAVE EMERGED SKATEBOARDING AND PARKOUR TOPICS FROM THE 3,166 CHANNELS IN THIS CONVERSATION (see definitions within) 29mm • “SCOUTTHEDOGGIE” FROM THE AIRSOFT TOPIC HAS THE MOST SUBSCRIBERS IN THE OUTDOOR ACTIVITIES & OUTDOOR ACTIVITIES & ADVENTURE SPORTS VIEWS ADVENTURE SPORTS CONVERSATION TOPICS YOU MAY HAVE NEVER HEARD OF: • BRODIESMITH21 FROM THE 5 AIRSOFT, BUSHCRAFT, GEOCACHING, TRICKING, FRISBEE TOPIC HAS THE MOST AND SLACKLINING. SUBSCRIBERS Touchstorm Video Index / Powered by www.touchstorm.com 3 The Touchstorm Video Index Explained Touchstorm Video Index / Powered by What is The Touchstorm Video Index? Touchstorm is categorizing the entire YouTube platform, profiling millions of YouTube channels on a myriad of qualitative data points. Pandora profiled songs. Touchstorm profiled YouTube channels and videos. Why? To help big brands and serious YouTubers discover their own winning formulas. As a result, the Touchstorm Video Index peels back YouTube’s immense layers to reveal competitive realities, content holes, growth patterns, and channel dynamics… producing marketing insights far more meaningful than studying views and subscribers. You can participate. Any brand, publisher or user can profile channels, and then instantly run reports to get a rich understanding of the YouTube playing field. Touchstorm Video Index / Powered by www.touchstorm.com 5 What is The Touchstorm Video Index? Winning on YouTube starts with knowing your competition. But, who’s the competition? Should a knitting channel model itself after a skateboarding channel? Or compare itself to a popular YouTube comedian? Knitting, skateboarding and comedy are completely diferent conversations. Every conversation performs diferently on YouTube. To know your competition, don’t you need YouTube data organized by subject matter? YouTube and a few third-party analytics companies organize YouTube’s tens of millions of channels into 16 categories or so. That’s not nearly enough segmentation to produce meaningful marketing guidance. YouTube is the Social Media centerpiece of many is about having a of the best social media conversation with the campaigns, hosting the consumer. YouTube is video assets that power up the Social Media with sight, sound conversations on other social media. and motion…. Perhaps the most Brands with strong YouTube channels tend to run powerful kind of social media there is. more successful social media campaigns overall. Touchstorm Video Index / Powered by www.touchstorm.com 6 What is The Touchstorm Video Index? The Touchstorm Video Index divides the world of YouTube into… 11 Themes…………………………………………………………………. THEME: The Sporting Life 10 Themes 94 Conversations…………………….. CONVERSATION: CONVERSATION: Outdoor Activities & Classic128 Sports Conversations Adventure Sports 2800+ Topics 2,360 Topics………….. TOPIC: TOPIC: TOPIC: TOPIC: TOPIC: TOPIC: Skateboarding Kayaking Mountain Biking NFL Football Basketball Futbol/Soccer Channels… Channels… Channels… Channels… Channels… Channels… Touchstorm Video Index / Powered by www.touchstorm.com 7 What is The Touchstorm Video Index? All that topical data lives in a big data engine and software interface we call Voot®, patent pending. We’ve built a series of free tools so you can access it. Our profiling doesn’t stop at topics. We also profile… Producer Type Country Languages Of-Line Trading Area Corporate Owner Talent Profile We combine our profiling data with YouTube’s basic performance and engagement data (views, subscribers, likes, etc.), to reveal the performance metrics that can move you from mediocrity to victory. When you can see norms, you can figure out what to fix. What is the typical view growth for a Brand… in the Barbeque Grilling topic… Finally, you can understand what it takes to compete on YouTube. that produces content in English… and uploads new content once a month? With the Touchstorm Video Index, you can find the answer to that question. And thousands of others. Touchstorm Video Index / Powered by www.touchstorm.com 8 What is The TVi Score* The TVi Score shows how well a YouTube channel is producing engaging content and using it to generate a following. #1 in • Identifies channel health based on a blend of “metrics that matter” — Views, Subscribers, Conversion, Skateboarding Positive Passion, View Density, New Content Activity, and more TVi Score • Weighs key metrics for a top score of 1,000 • Neutralizes anomalies such as “the-biggest-budget-wins” and one-hit wonders • Recognizes good channel management and audience impact 976 • Enables comparisons between any channel in a “conversation” with others in the same “conversation,” or, across the board June 2014 • Shows brands and channel owners how to compete • Shows advertisers where to put ad dollars The TVi Score is a Ratings System for YouTube Channels *See the Appendix for definitions of certain key metrics used in the scoring. Touchstorm Video Index / Powered by www.touchstorm.com 9 Touchstorm Video Index Outdoor Activities & Adventure Sports Conversation Overview Touchstorm Video Index / Powered by One of the biggest “conversations” on YouTube is Outdoor Activities & Adventure Sports. People love doing them. Even more people love watching them. Touchstorm Video Index / Powered by Like any good conversation, the Adventure Sports chatter on YouTube has “topics.” Diferent groups of people are talking about diferent things. Some are talking about mountain biking. Touchstorm Video Index / Powered by Others, about Skateboarding Others, about Kayaking Or Snowboarding Or Skydiving Touchstorm Video Index / Powered by There Are 38 Topics In Touchstorm’s Outdoor Activities & Adventure Sports Conversation* Adventure Sports Gear Adventure Sports, Base Jumping, Sky Camping, Hiking, Climbing: Rock, Ice, Airsoft BMX Riding Boating & Sailing Bodyboarding Disc Golf Frisbee & Apparel General Diving, Wingsuits Backpacking Mountain, Caves Hang Gliding, Parasailing, Horseback Riding/ Geocaching Hot Air Ballooning Hunting & Fishing Inline Skating Kayaking, Canoeing Kite Flying Longboarding Mountain Biking Paintball Paramotoring Equestrian Sports Parkour, Roller Skating, Scuba Diving & Scootering Skateboarding Skiing & Snowboarding Slacklining Sled Dog Racing Free-Running Roller Derby Snorkeling 3,166 Channels in the Touchstorm Video Index for the Outdoor Activities & Adventure Sports conversation, spread across 38 Topics Stand Up Survival Skills & Waterskiing, Windsurfing & Surfing Trampolining Tricking White Water Rafting Paddle Boarding Bushcraft Wakeboarding Kite Boarding *As of June 6, 2014, as tracked and identified by Touchstorm. Touchstorm Video Index / Powered by 14 Relative Size of Topics in the Outdoor Activities & Adventure Sports Conversation Windsurfing & Kite Boarding Trampolining Hang Gliding, Parasailing, Paramotoring Scuba Diving & Snorkeling Each conversation in the Touchstorm Bodyboarding Video Index includes numerous topics. Scootering Inline Skating Some topics have fewer channels and small view counts; others have many Climbing: Rock, Ice, Water Skiing, Wakeboarding channels and large view counts. Mountain, Caves Survival Skills Horseback Riding / Airsoft Tricking & Bushcraft We profile and track every channel in each Equestrian Sports topic that we can find,
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