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Food Brands on Youtube – Year 2018 Report

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REPORTS FOOD BRANDS ON YOUTUBE – YEAR 2018 REPORT ANALYZING YOUTUBE CHANNELS OF 124 FOOD & BEVERAGE BASED FMCG PRODUCTS Video Intelligence & FOOD BRANDS Cross Platform Analytics Software ON YOUTUBE 1 SUMMARY India is the second largest producer of food in the world. With continuous and rapid growth, this industry is expected to go twofold in the next decade or so. The low penetration levels decreased operating costs and constant competition between organized and non- organized segments in the industry account for the growth as well. India is among the world's youngest nations, with a median age of 25 years as compared to 43 in Japan and 36 in the US. This statistic, coupled with a large population and rapidly evolving consumer preferences, has translated into a significant market opportunity for FMCG players. To stay ahead in the competition, brands have to spend a large portion of their budget on advertisement campaigns. Here, YouTube serves as one of the most essential platforms to promote these ad campaigns as it helps to stimulate, motivate and influence the purchase of products advertised. This report titled “Food brands on YouTube – the Year 2018 report” provides a comprehensive analysis of ad campaigns uploaded in the year 2018 by 124 FMCG brands under Food and Beverages category. This report also showcases various stats like device-wise pattern, demographic segmentation, most viewed brands, popular keywords used and other factors mentioned in the methodology. While designing the report, we analyzed more than 124 brands and divided the brands into six categories. These are, ALCOHOLIC BEVERAGES | NON-ALCOHOLIC BEVERAGES | NATURAL PRODUCTS | DAIRY & DAIRY PRODUCTS | CHOCOLATE & CONFECTIONARY | FOOD & BAKERY This report is highly beneficial to marketers and advertisers who can scan the content performance of 2018 and imply their learnings in upcoming video campaigns. Video Intelligence & FOOD BRANDS Cross Platform Analytics Software ON YOUTUBE 2 TABLE OF CONTENTS OVERALL BREAKDOWN MONTHLY BREAKDOWN OF FOOD (FMCG) PRODUCTS 1. METHODOLOGY ……………………………………………….. 3 1. JANUARY …………………………………………… 12 2. LIST OF BRANDS SELECTED ……………………………….. 4 2. FEBRUARY ………………………………………… 17 3. SUB-CATEGORIES BREAKUP ………………………………. 5 3. MARCH ………………………..…………………… 22 4. DEVICE-WISE PATTERN ……………………………………… 6 4. APRIL ………………………………………………… 27 5. DEMOGRAPHIC SEGMENTATION ……………………….. 6 5. MAY ……………………………..…………………… 32 6. TOP 50 MOST VIEWED BRANDS ………………………… 7 6. JUNE …………………………….…………………… 37 7. TOP SEARCHED KEYWORDS ………………………………. 8 7. JULY ……………………………..…………………… 42 8. TOP 15 YOUTUBE ADS (2018) ……………………………. 8 8. AUGUST ……………………….…………………… 47 9. BEST PERFORMING ADVERTISEMENTS 2018 – 9. SEPTEMBER ………………….…………………… 52 MOM* …………………………………………………………….… 9 10. OCTOBER ……………………..…………………… 57 10. MOST VIEWED CELEBRITIES ……………………….……. 10 11. NOVEMBER ………………….…………………… 62 12. DECEMBER …………………..…………………… 67 *MOM – MONTH ON MONTH Video Intelligence & FOOD BRANDS Cross Platform Analytics Software ON YOUTUBE 3 METHODOLOGY For this report, we tracked every Indian FMCG food & beverages brand’s YouTube channel and analyzed their videos uploaded in the year 2018. Also, the viewership, likes and dislikes of 2702 YouTube videos are calculated from the time frame of January 2018 to April 2019 conducted on videos that were uploaded in the year 2018. This process will help us identify the performance more accurately. Food FMCG Brands On YouTube - 2018 is divided into two parts. Part one measures overall performance of 124 brands selected. Part two is month on month analysis of 2018 where we identify best performing food & beverages brands on a monthly basis. We measured 2702 videos in eight factors before analysing it month on THIS IS AN ANALYSIS FOR THE PERIOD OF month (M.O.M) for the year (2018/19). JANUARY 2018 TO APRIL 2019 CONDUCTED ON VIDEOS UPLOADED IN THE YEAR 2018. DEVICE WISE PATTERN : Pattern of viewership on Smartphones, Laptops and Tablets. TOP CHANNELS: Brand specific YouTube channels where the ads are uploaded. 2702 62.96 VIDEOS SCANNED HOURS OF VIDEO DEMOGRAPHIC SEGMENTATION: Shows the age group of ad viewers. SCANNED AD- DURATION: Divided into 3 categories: under 30 seconds, between 30 to 90 seconds and above 90 seconds. STAR POWER: How much a celebrity endorsement has helped the 6 124 product/brand to gather views. SUB CATEGORIES BRANDS SELECTED KEYWORDS ANALYSIS: Keywords and tags used in the ads description were analysed using R software. LIST OF MOST VIEWED YOUTUBE ADS (2018) 2.79 2 LIST OF MOST VIEWED YOUTUBE CHANNELS (2018) BILLION TOTAL VIEWS MILLION TOTAL LIKES NOTE: THIS IS AN ANALYSIS FOR THE PERIOD OF JANUARY 2018 TO APRIL 2019 CONDUCTED ON VIDEOS UPLOADED IN THE YEAR 2018 Source: Vidooly Analytics Video Intelligence & FOOD BRANDS Cross Platform Analytics Software ON YOUTUBE 4 LIST OF CHANNELS SELECTED 100 PIPERS MUSIC CDS BUDWEISER EXPERIENCES GUMON MENTOS INDIA QUAKERINDIA 7UP INDIA CADBURY BOURNVITA HALDIRAMS OFFICIAL MERI MAGGI RAJNIGANDHA SILVER PEARLS AASHIRVAAD CADBURY CELEBRATIONS HALLS INDIA MINUTE MAID RASNA INTERNATIONAL ALPENLIEBE JUZTJELLY CADBURY FUSE HATSUN AGRO PRODUCT LIMITED MIRINDA INDIA RED LABEL INDIA AMUL THE TASTE OF INDIA CADBURY GEMS HERITAGE FOODS LIMITED MOTHERDAIRYMILK RIM ZIM AMWAY INDIA CADBURY SILK HIMALAYA FOOD MOUNTAINDEWINDIA SAFFOLA FIT FOODIE ANNAPURNA GROUP CADBURY 5STAR INDIA HORLICKS IN MTR FOODS SCHMITTEN LUXURY CHOCOLATES APPY FIZZ CADBURY DAIRY MILK IN ITC MASTER CHEF MY CANDYMAN CLUB SIGNATURE MASTERCLAS B NATURAL FRUIT BEVERAGES CAFE COFFEE DAY JAAGO RE NESCAFÉ SUNRISE SMIRNOFFINDIA BERTOLLI INDIA CATCH FOODS KELLOGGCHOCOS NESCAFÉ INDIA SNICKERS INDIA BINGO! CENTER FRESH INDIA KELLOGG'S INDIA NESTLÉ EVERYDAY SOCIETY TEA BLENDERS PRIDE FASHION CHING'S SECRET KINDER INDIA NESTLÉ INDIA SUGAR FREE TOUR CHUPA CHUPS INDIA KINGFISHER PACKAGED DRINKING NESTLÉ MILKMAID SULAVINEYARDS BOOST ENERGY IN COMPLAN INDIA WATER NESTLÉ MILKYBAR INDIA SUNFEAST BRITANNIA 5050 CORNETTO INDIA KISSAN INDIA NESTLÉ MUNCH INDIA SUNFEAST WONDERZ MILK BRITANNIA BOURBON DABUR HONEY KIT KAT OREO INDIA SUNFEAST YIPPEE! BRITANNIA CHEESE DABURINDIALTD KNORR INDIA PANPARAG TAJ MAHAL TEA BRITANNIA GOOD DAY DEL MONTE INDIA KURKURE PAPER BOAT DRINKS TANG INDIA BRITANNIA INDIA EMAMI HEALTHY & TASTY KWALITY PARAG MILK FOODS LTD. TETLEY GREEN TEA BRITANNIA MARIE GOLD EVEREST SPICES KWALITY WALL'S PARLE PRODUCTS THUMSUP OFFICIAL BRITANNIA MILK BIKIS FABELLE EXQUISITE CHOCOLATES LIMCA OFFICIAL PASSPASS PULSE THUNDERS HOME BAKERY BRITANNIA NUTRICHOICE FORTUNEFOODS MAAZAOFFICIAL PATANJALI AYURVED TIC TAC INDIA BRITANNIA PURE MAGIC FRITO LAY'S INDIA MAGNUM INDIA PEPSICO INDIA TROPICANA INDIA BRITANNIA TREAT GATORADE INDIA MANGO FROOTI PEPSIINDIA VADILAL ICECREAM GITSFOOD MCCAIN FOODS INDIA PERFETTIINDIA MCDOWELL'S NO1 SODA BRAND SELECTION CRITERIA FOOD brands should have YouTube channels in order to be in this list. If you think we missed any YouTube channel in this report, then please feel free to contact [email protected]. NOTE: THIS IS AN ANALYSIS FOR THE PERIOD OF JANUARY 2018 TO APRIL 2019 CONDUCTED ON VIDEOS UPLOADED IN THE YEAR 2018 Source: Vidooly Analytics Video Intelligence & FOOD BRANDS Cross Platform Analytics Software ON YOUTUBE 5 SUB-CATEGORIES BREAKUP VIEWERSHIP BREAKUP OF SUB CATEGORIES Alcoholic Beverages 4% 1. ALCOHOLIC BEVERAGES:Contain ethanol which results from the fermentation of fruits, grains or other sources of sugar. 24% Chocolates and 2. NON- ALCOHOLIC BEVERAGES: Stimulating beverages like tea and coffee, refreshing confectionery beverages like fruit juice, mineral water and soft drinks, nourishing beverages. Dairy and Dairy Products 3. NATURAL PRODUCTS: Produced and consumed in its raw form such as honey, dry fruits. 40% Food & Beverages 4. DAIRY & DAIRY PRODUCTS: Milk and its derivatives such as cheese, cream, butter and yogurt. We have included ice-creams in this category. 24% Food and Bakery 5. CHOCOLATE & CONFECTIONERY: Food items including candies, candied nuts, chocolates, chewing gum and other confections. Non-Alcoholic 7% 6. FOOD & BAKERY: FMCG products which are more of a time saving option which are the go-to 1% Beverages snacks for the consumers these days. TOTAL VIEWERSHIP: 2.79 BILLION SUB TOTAL VIEWS TOTAL COMMENT TOTAL LIKES SUB TOTAL DISLIKES SUB CATEGORIES SUB CATEGORIES CATEGORIES IN 2018 IN 2018 IN 2018 CATEGORIES IN 2018 CHOCOLATES AND NON-ALCOHOLIC NON-ALCOHOLIC NON-ALCOHOLIC 1104.34 MILLION 38.14 THOUSAND 816.70 THOUSAND 330.98 THOUSAND CONFECTIONERY BEVERAGES BEVERAGES BEVERAGES CHOCOLATES AND CHOCOLATES AND CHOCOLATES AND FOOD AND BAKERY 666.10 MILLION 22.32 THOUSAND 569.37 THOUSAND 249.78 THOUSAND CONFECTIONERY CONFECTIONERY CONFECTIONERY NON-ALCOHOLIC FOOD AND 663.35 MILLION FOOD AND BAKERY 17.71 THOUSAND FOOD AND BAKERY 295.61 THOUSAND 131.18 THOUSAND BEVERAGES BAKERY DAIRY & DAIRY ALCOHOLIC ALCOHOLIC DAIRY & DAIRY 191.01 MILLION 7.34 THOUSAND 184.39 THOUSAND 64.63 THOUSAND PRODUCTS BEVERAGES BEVERAGES PRODUCTS ALCOHOLIC DAIRY & DAIRY DAIRY & DAIRY ALCOHOLIC 121.53 MILLION 5.01 THOUSAND 151.14 THOUSAND 29.23 THOUSAND BEVERAGES PRODUCTS PRODUCTS BEVERAGES NATURAL NATURAL NATURAL 43.51 MILLION 0.22 THOUSAND NATURAL PRODUCTS 5.57 THOUSAND 2.01 THOUSAND PRODUCTS PRODUCTS PRODUCTS NOTE: THIS IS AN ANALYSIS FOR THE PERIOD OF JANUARY 2018 TO APRIL 2019 CONDUCTED ON VIDEOS UPLOADED IN THE YEAR 2018 Source: Vidooly Analytics Video Intelligence & FOOD BRANDS Cross Platform Analytics Software ON YOUTUBE 6 DEVICE-WISE PATTERN DEMOGRAPHIC SEGMENTATION 92.75% VIEWS MOBILE 87.07 % EST. WATCH TIME (IN HRS.) 3.31% VIEWS
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