A Whole New Way to Look at Youtube

Top Brands TouchstormEdition Video Index A whole new way to look at YouTube

Rankings and competitive insights covering the top 5,000 YouTube content producers, including brands, issued monthly. Contact Touchstorm for custom reports. Contents

3. Executive Summary 6. Featured Brands 7. Views with Landing Page Detail 8. View Concentration 9. Subscribers Per Million Views 10. Understanding the Vital Stats 11. The Top 74 Brands in Detail 85. How To Succeed On YouTube 87. Appendix: Criteria for Inclusion 88. Appendix: Potential Anomalies 89. More Data from Touchstorm and VOOT®

Touchstorm Video Index / Powered by voot® www.touchstorm.com 2 Executive Summary

What is the Touchstorm Video Index? What does this “Top Brands Edition” feature?

The Touchstorm Video Index features YouTube research that hasn’t existed This report features brands ranked within the YouTube 5000, which is an until now. Finally, a recipe vlogger can find out where she stands against elite group of channels each with at least 43mm views. Specific criteria for the other recipe vloggers. A big brand can find out where it stands against inclusion is listed at the end of the report. everyone else competing for share-of-voice in its category. And much more. The research was pulled on October 5th, providing a snapshot of how big The Touchstorm Video Index is derived from Touchstorm’s VOOT® software. brands effectively stood at the end of 3rd Quarter, 2013. VOOT® appends key marketing information onto YouTube’s open API data, creating channel insights available nowhere else on earth. This (Note: On YouTube, “channel” is synonymous with “content maker” or enables content makers to discover things that allow them to start making “publisher.”) improvements.

A few examples: ++ What are the Top 500 videos in my category, and what do they have in common that I can mimic? ++ What’s the average number of subscribers converted per every million views in my category, and why is my channel below the average? ++ Are my competitors spending money winning views and, if so, how much? ++ What are the top channels in Japan for my category, and how do I compete there? ++ What is the overall growth rate of YouTube itself, so I can determine if I am keeping up or falling behind? ++ What is the average “like-ability” for content in my category, and does my content perform better or worse than that?

Touchstorm Video Index / Powered by voot® www.touchstorm.com 3 Executive Summary, continued

Touchstorm Report Uncovers a Brand Bomb on YouTube

Brands are now advised to think like publishers, creating content consumers will seek out. The question becomes: are they going to be any good at it?

If this report is any indication, brands have a long way to go in video, and on YouTube in particular. Of the Top 5000 channels on YouTube, only 74 – fewer than 2% – are brands. That means the other 4926, who run the gamut from musicians, teenagers with webcams, and professional content producers, have vastly out-performed brands in finding an audience for their content.

YouTube has provided a content testing ground where everyone is on equal footing. Celebrities, users, brands, broadcast networks, content producers, retailers, and YouTube stars all have the same tools available to attract audiences. In fact, if any producer type has an advantage, it’s brands, who can afford to buy views and advertise their content. And yet, after seven years in the life of this important medium, brands have made very little progress in the viewership ecosystem.

Touchstorm Video Index / Powered by voot® www.touchstorm.com 4 Executive Summary, continued

Key Findings in the Top Brands Edition ++ There are different routes to the top. Some brands made the list on the of the Touchstorm Video Index backs of a viral video or two; others made the list by publishing less spectacular content more regularly.

In a list of the top 74 brands on YouTube, we’d expect to see brands that ++ Turkish Airlines, Dove, Head & Shoulders Brazil, and Infini Cosmetics appeal to YouTube’s heritage core demographic, the young male. This all had View Concentration Scores above 90, which means that 90% of tends to force “4G Brands” to the top – any channel that has Girls, Guitars, their views come from fewer than three videos. This is caused either Gadgets and Gaming has a natural leg up in this list. by a viral success or an ad campaign backing a select piece of creative.

++ Conversely, Red Bull, Native Instruments, Toys ‘R Us, HTC, Fender However, this quarter’s Top Brands List offers many surprises: Guitars, CrossFit, and Livestrong had View Concentration Scores below 15, meaning their views are broadly spread over their libraries and ++ Blendtec is still in the top 10, yet Pepsi and Coke still are not. they are building their audience each time they release content. ++ The Mormon Church and Paley Center for the Performing Arts make the ++ Great content alone doesn’t translate to the fastest growth. Many list, yet top-five global brands like Apple, IBM and Microsoft do not. successful brands have lots of great content but are not converting ++ Volkswagen ranks significantly higher than Victoria’s Secret; Ford Models subscribers as well as they could be – Nike Football, GuitarWorld, EA beats Ford; Little Tykes overwhelms Toys ‘R Us. Sports, Nokia, Lego, Coca-Cola and Christian Dior – and this prevents new content from having the maximum velocity that yields better discovery ++ Brand channels from Brazil, Latin America and Japan make the list, under YouTube’s algorithms. beating out tens of thousands of English-language brand channels.

++ About 1/3 of the brands made the list by buying heavy YouTube advertising, but the other 2/3 got there through organic growth.

++ Company priorities shine through. Samsung had five channels from different product groups make the list, the most of any brand.

Touchstorm Video Index / Powered by voot® www.touchstorm.com 5 The 74 Brands in the Report

1. Google 20. Ford Models 38. Samsung Televisions 57. Gillette Brasil 2. Red Bull 21. Samsung Imaging 39. Dove United States 58. Toyota USA It takes 43mm views to make the 3. Marvel 22. EA Sports 40. Little Tikes 59. T-Mobile Czech Entertainment YouTube Top 5000. These 5000 are 23. Cross Fit 41. Internet Explorer 60. Adidas Football 4. Barbie the channels considered to be the most 24. Original Skateboards 42. Victoria’s Secret 61. Chevrolet 5. GoPro successful on YouTube, as the ranking is 25. Turkish Airlines 43. Xbox 62. Sega Japan 6. PlayStation based on amassed lifetime views. 26. Infini Cosmetic 44. Sony Xperia 63. Gillette Latin 7. Old Spice Associates America 45. Kia Motors Of the 5000, 74 are brands and 4926 8. Blendtec 27. T-Mobile Worldwide 64. Audi of America (lifesforsharing) are “publishers.” Publishers can be 9. EA 46. Procter & Gamble 65. Paley Center 28. Volkswagen YouTube personalities, celebrities, 10. Evian (evianbabies) 47. Guitar Center 66. Chanel 29. Nike Football broadcast networks, users, video content 11. Nintendo 48. Footlocker 67. Zappos (nintendocaprisun) 30. Red Bull USA producers and more. See appendix for 49. Monster Energy 68. Samsung (Japan) (defunct) 12. Samsung Mobile brand inclusion criteria. 50. HTC 69. Toys ‘R Us 31. Native Instruments 13. Nokia 51. BMW 70. Cold Steel Knives 32. Guitar World In June, it only took 36mm views to make 14. Samsung Mobile USA 52. Mormon Church 71. Nike Futebol 33. Disney Parks the YouTube Top 5000. This is a sign 15. Coca-Cola 53. Nokia Conversations 72. Windows Phone 34. Christian Dior that YouTube is growing very fast and the 16. Nintendo 54. Blackberry 73. Fender Guitars 35. Pro Guitar Shops competitive bar is constantly being raised. 17. EA Sports Football 55. Lego Club TV 74. Head & Shoulders 36. 5 Hour Energy It won’t be long before it requires 50mm 18. HOTWHEELS (Brazil) 56. Bethesda Softworks 37. Livestrong views to make the YouTube Top 5000. 19. Pepsi

Touchstorm Video Index / Powered by voot® www.touchstorm.com 6 The 74 Brands Ranked by Views with Landing Page Detail

● Brand uses a One Channel Landing Page (56 of 74) ● Brand uses a One Channel Landing Page with a Custom Tab as a Promotional Supplement (4 of 74) ● Brand uses a Custom Tab as its Landing Page (14 of 74)

700,000,000

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A A E A HTC ikes orld Xbox BMW T Pepsi Nokia Nokia W Barbie GoPro Chanel Google Google Sports Zappos Airlines

Red Bull America America A Cross Fit orldwide orldwide oys 'R Us Nintendo Old Spice Chevrolet Chevrolet E T (defunct) elevisions elevisions Coca-Cola Blendtech Blendtech oyota US Associates Livestrong Livestrong olkswagen Footlocker Footlocker T Little Little Blackberry T A Sega Japan PlayStation V Sony Xperia Ford Models HOTWHEELS Nike Futebol Guitar Guitar Paley Center Disney Parks Lego Club TV Nike Football Gillette Brasil Christian Dior Dior Christian indows Phone Guitar Center -Mobile Czech 5 Hour Energy urkish Fender Guitars Guitars Fender T ictoria's Secret T Adidas Football W Audi of Monster Energy Sports Football Mormon Church Church Mormon V Samsung Mobile Pro Guitar Shops Samsung (Japan) Cold Steel Knives A Internet Explorer Explorer Internet Procter & Gamble Samsung Imaging E Dove United states Native Instruments Native Evian (evianbabies) (evianbabies) Evian Bethesda Softworks Samsung Nokia Conversations Samsung Mobile US Original Skateboards Gillette Latin Kia Motors W Marvel EntertainmentMarvel Red Bull US -Mobile (lifesforsharing) -Mobile T Head & Shoulders (Brazil) Inﬁni Cosmetic Nintendo (nintendocaprisun) (nintendocaprisun) Nintendo

Touchstorm Video Index / Powered by voot® www.touchstorm.com 7 The 74 Brands Ranked by View Concentration

The farther to the left on this chart that a brand is, the more that brand’s total views The farther to the right on this chart that a brand is, the more that brand’s total are concentrated in their top three videos. When views are concentrated in a channel’s views are spread broadly across their video library. When views are dispersed in this Top 3 videos, the brand either had a runaway viral success, or put media money behind way, it often is a sign of a brand that is publishing regularly and building a base of ever- some select pieces of creative. green content able to grow over time.

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E A HTC orld ikes Xbox BMW Pepsi Nokia GoPro Barbie Google Sports Chanel Zappos Airlines America Red Bull America Cross Fit orldwide Blendtec oys 'R Us Nintendo (defunct) Old Spice E A Coca-Cola Chevrolet T elevisions oyota US A Associates Livestrong Footlocker Blackberry olkswagen Little T Sega Japan T PlayStation V Sony Xperia Ford Models HOTWHEELS Guitar W Nike Futebol Paley Center Disney Parks Nike Football Guitar Center Lego Club TV Gillette Brasil Christian Dior -Mobile Czech indows Phone 5 Hour Energy urkish Fender Guitars ictoria's Secret T T Adidas Football Sports Football Monster Energy W Audi of Mormon Church V Samsung Mobile Pro Guitar Shops Samsung (Japan) Cold Steel Knives Internet Explorer Procter & Gamble Samsung Imaging E A Dove United states Native Instruments Evian (evianbabies) Bethesda Softworks Nokia Conversations Samsung T Original Skateboards Samsung Mobile US A Gillette Latin Marvel Entertainment Kia Motors W Red Bull US A -Mobile (lifesforsharing) T Head & Shoulders (Brazil) Inﬁni Cosmetic Nintendo (nintendocaprisun)

Touchstorm Video Index / Powered by voot® www.touchstorm.com 8 The 74 Brands Ranked by Subscribers Per Million Views

Brands to the left of the dividing line are converting Brands in the middle of the chart are Brands at the bottom of this chart are far below the subscribers above the average Subscribers Per converting subscribers below the average established averages for the Top 74. Million of 2,274. Subscribers Per Million of 2,274. There can be a number of reasons for this: This could be a sign of the brand having more earned media success with its In many of these cases, the problem is likely not the consumers’ + Paid Advertising. Through TrueView, the brand is achieving media content, but not always. What it definitely means is that consumers who saw love of the content. Instead, these brands would likely benefit goals but is not converting “rented audience” into “owned audience.” the content liked it, wanted to see more and were comfortable taking the from efforts that enhance subscribership. + The One Hit Wonder Syndrome. When a consumer sees a video second step to create a relationship with the brand. he loves, but doesn’t sense the brand is going to deliver a repeat performance, he often will not subscribe. 2,274 + Kid’s Brands. For various reasons, kids sometimes don’t subscribe 8,000 at the same rate as adults.

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6,000

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1,000

E A orld ikes HTC Pepsi BMW Xbox Nokia GoPro Barbie Chanel Google Sports Zappos Airlines America America Red Bull orldwide Blendtec Cross Fit Nintendo Old Spice oys 'R Us (defunct) Chevrolet E A Coca-Cola elevisions T oyota US A olkswagen Associates Livestrong Footlocker Little T Blackberry Sega Japan T PlayStation V Sony Xperia Guitar W Ford Models HOTWHEELS Nike Futebol Disney Parks Paley Center Lego Club TV Nike Football Guitar Center Gillette Brasil -Mobile Czech Christian Dior indows Phone urkish 5 Hour Energy T Fender Guitars ictoria's Secret T Adidas Football Sports Football Audi of Monster Energy W Mormon Church Samsung Mobile V Samsung (Japan) Pro Guitar Shops Cold Steel Knives Internet Explorer Procter & Gamble Samsung Imaging E A Dove United states Native Instruments Evian (evianbabies) Bethesda Softworks Nokia Conversations Samsung T Samsung Mobile US A Original Skateboards Gillette Latin Marvel Entertainment Kia Motors W Red Bull US A -Mobile (lifesforsharing) T Head & Shoulders (Brazil) Inﬁni Cosmetic Nintendo (nintendocaprisun)

Touchstorm Video Index / Powered by voot® www.touchstorm.com 9 How To Read the Vital Stats in the Report

Views: 79,521,959 Subscribers: 25,959 Subscribers per % of Views from Million Views: 326 Top 3 Videos: 96.5% The total number of lifetime views for the The total number of people who have content producer as of October 5, 2013. chosen to be notified every time the brand Indicates how successful the brand is at The average View Concentration number YouTube is now counting :15 and :30 second releases new content. The higher this converting viewers to subscribers. The for this group of 74 is 27.1%. A number over pre-roll ads as content views; therefore, this number, the easier it is for the brand to average Subs/mm for this group of 74 is 70% means that the brand has had success number can be both earned media viewing, successfully launch new content, which 2,276. When a Subs/mm number is very with one, two or three viral videos, or that where the brand’s content succeeded in creates a snowball effect of organic success low, it usually means that most of the the brand has put substantial advertising being surfaced and watched, and paid as times goes on. The average subscribers views were gained through paid media vs. money behind a few select pieces of media, where the brand had media-oriented for this group of 74 is 278,904. earned organically. creative. Often, looking at the Subscribers objectives. The average views for this group per Million will reveal whether that Top 3 of 74 is 122,521,150. video success came from viral contagion or paid media.

Conversely, a number under 20% usually means the brand is having excellent success publishing content regularly and growing views organically, as the viewing is spread out across the brand’s library. Chances are this brand will have high Subscribers per Million.

Touchstorm Video Index / Powered by voot® www.touchstorm.com 10 #1: Google

Landing Page: One Channel, No Trailer Video

Subscribers: 2,159,755

Subs/mm: 2,868

Number of Videos: 1,569

Views Per Video: 480,542

% of Views from Top 3 Videos: 9.8%

Hotlink: http://www.youtube.com/user/Google

Touchstorm Video Index / Powered by voot® www.touchstorm.com 11 #2: Red Bull

Landing Page: One Channel

Subscribers: 2,877,660

Subs/mm: 4,441

Number of Videos: 3,315

Views Per Video: 192,452

% of Views from Top 3 Videos: 12.8%

Hotlink: http://www.youtube.com/user/redbull

Touchstorm Video Index / Powered by voot® www.touchstorm.com 12 #3: Marvel Entertainment

Landing Page: One Channel

Subscribers: 816,091

Subs/mm: 1,877

Number of Videos: 2,111

Views Per Video: 205,926

% of Views from Top 3 Videos: 16.5%

Hotlink: http://www.youtube.com/user/MARVEL

Touchstorm Video Index / Powered by voot® www.touchstorm.com 13 #4: Barbie

Landing Page: Custom Tab, Full Motion

Subscribers: 320,287

Subs/mm: 1,048

Number of Videos: 1,084

Views Per Video: 282,053

% of Views from Top 3 Videos: 19.1%

Hotlink: http://www.youtube.com/user/barbie

Touchstorm Video Index / Powered by voot® www.touchstorm.com 14 #5: GoPro (goprocamera)

Landing Page: One Channel

Subscribers: 1,163,540

Subs/mm: 3,926

Number of Videos: 527

Views Per Video: 562,351

% of Views from Top 3 Videos: 20.5%

Hotlink: http://www.youtube.com/user/GoProCamera

Touchstorm Video Index / Powered by voot® www.touchstorm.com 15 #6: PlayStation

Landing Page: One Channel Landing Page, Custom Tab Supports a Promotion

Subscribers: 1,965,390

Subs/mm: 7,113

Number of Videos: 2,136

Views Per Video: 129,345

% of Views from Top 3 Videos: 20.6%

Hotlink: http://www.youtube.com/user/PlayStation

Touchstorm Video Index / Powered by voot® www.touchstorm.com 16 #7: Old Spice

Landing Page: One Channel

Subscribers: 374,152

Subs/mm: 1,433

Number of Videos: 425

Views Per Video: 614,365

% of Views from Top 3 Videos: 30.9%

Hotlink: http://www.youtube.com/user/OldSpice

Touchstorm Video Index / Powered by voot® www.touchstorm.com 17 #8: Blendtec

Landing Page: One Channel

Subscribers: 647,221

Subs/mm: 2,843

Number of Videos: 133

Views Per Video: 1,711,921

% of Views from Top 3 Videos: 16.9%

Hotlink: http://www.youtube.com/user/Blendtec

Touchstorm Video Index / Powered by voot® www.touchstorm.com 18 #9: EA

Landing Page: One Channel

Subscribers: 287,399

Subs/mm: 1,318

Number of Videos: 1,308

Views Per Video: 166,666

% of Views from Top 3 Videos: 9.4%

Hotlink: http://www.youtube.com/user/EA

Touchstorm Video Index / Powered by voot® www.touchstorm.com 19 #10: Evian (evianbabies)

Landing Page: Custom Tab, Click to Play

Subscribers: 117,256

Subs/mm: 539

Number of Videos: 97

Views Per Video: 2,243,036

% of Views from Top 3 Videos: 70.5%

Hotlink: http://www.youtube.com/user/EvianBabies

Touchstorm Video Index / Powered by voot® www.touchstorm.com 20 #11: Nintendo (nintendocaprisun)

Landing Page: One Channel

Subscribers: 309,071

Subs/mm: 1,445

Number of Videos: 2,521

Views Per Video: 84,859

% of Views from Top 3 Videos: 6.1%

Hotlink: http://www.youtube.com/user/NintendoCapriSun

Touchstorm Video Index / Powered by voot® www.touchstorm.com 21 #12: Samsung (samsungmobile)

Landing Page: Custom Tab, Click to Play

Subscribers: 528,767

Subs/mm: 2,733

Number of Videos: 288

Views Per Video: 672,100

% of Views from Top 3 Videos: 23.4%

Hotlink: http://www.youtube.com/user/SamsungMobile

Touchstorm Video Index / Powered by voot® www.touchstorm.com 22 #13: Nokia

Landing Page: One Channel

Subscribers: 245,402

Subs/mm: 1,464

Number of Videos: 884

Views Per Video: 189,686

% of Views from Top 3 Videos: 13.8%

Hotlink: http://www.youtube.com/user/nokia

Touchstorm Video Index / Powered by voot® www.touchstorm.com 23 #14: Samsung (samsungmobileusa)

Landing Page: One Channel

Subscribers: 115,084

Subs/mm: 695

Number of Videos: 670

Views Per Video: 247,069

% of Views from Top 3 Videos: 50.9%

Hotlink: http://www.youtube.com/user/samsungmobileusa

Touchstorm Video Index / Powered by voot® www.touchstorm.com 24 #15: Coca-Cola

Landing Page: Custom Tab, Click to Play

Subscribers: 169,510

Subs/mm: 1,038

Number of Videos: 2,119

Views Per Video: 70,077

% of Views from Top 3 Videos: 10%

Hotlink: http://www.youtube.com/user/cocacola

Touchstorm Video Index / Powered by voot® www.touchstorm.com 25 #16: Nintendo

Landing Page: One Channel

Subscribers: 477,908

Subs/mm: 3,386

Number of Videos: 692

Views Per Video: 203,927

% of Views from Top 3 Videos: 12.3%

Hotlink: http://www.youtube.com/user/Nintendo

Touchstorm Video Index / Powered by voot® www.touchstorm.com 26 #17: EA (easportsfootball)

Landing Page: One Channel

Subscribers: 527,692

Subs/mm: 3,822

Number of Videos: 444

Views Per Video: 310,947

% of Views from Top 3 Videos: 12.3%

Hotlink: http://www.youtube.com/user/EAsportsfootball

Touchstorm Video Index / Powered by voot® www.touchstorm.com 27 #18: HOTWHEELS

Landing Page: Custom Tab, Full Motion Start

Subscribers: 81,386

Subs/mm: 593

Number of Videos: 393

Views Per Video: 348,911

% of Views from Top 3 Videos: 28.9%

Hotlink: http://www.youtube.com/user/HOTWHEELS

Touchstorm Video Index / Powered by voot® www.touchstorm.com 28 #19: Pepsi

Landing Page: Custom Tab, Click to Play

Subscribers: 659,336

Subs/mm: 4,947

Number of Videos: 848

Views Per Video: 157,189

% of Views from Top 3 Videos: 58.5%

Hotlink: http://www.youtube.com/user/Pepsi

Touchstorm Video Index / Powered by voot® www.touchstorm.com 29 #20: Ford Models

Landing Page: One Channel

Subscribers: 91,914

Subs/mm: 749

Number of Videos: 408

Views Per Video: 300,871

% of Views from Top 3 Videos: 66.9%

Hotlink: http://www.youtube.com/user/fordmodels

Touchstorm Video Index / Powered by voot® www.touchstorm.com 30 #21: Samsung (samsungimaging)

Landing Page: One Channel

Subscribers: 43,708

Subs/mm: 371

Number of Videos: 594

Views Per Video: 198,337

% of Views from Top 3 Videos: 34.8%

Hotlink: http://www.youtube.com/user/samsungimaging

Touchstorm Video Index / Powered by voot® www.touchstorm.com 31 #22: EA (easports)

Landing Page: One Channel

Subscribers: 200,449

Subs/mm: 1,790

Number of Videos: 2,138

Views Per Video: 52,389

% of Views from Top 3 Videos: 15.6%

Hotlink: http://www.youtube.com/user/EASPORTS

Touchstorm Video Index / Powered by voot® www.touchstorm.com 32 #23: Cross Fit

Landing Page: One Channel

Subscribers: 300,467

Subs/mm: 2,706

Number of Videos: 4,996

Views Per Video: 22,229

% of Views from Top 3 Videos: 10.7%

Hotlink: http://www.youtube.com/user/CrossFitHQ

Touchstorm Video Index / Powered by voot® www.touchstorm.com 33 #24: Original Skateboards

Landing Page: One Channel

Subscribers: 630,688

Subs/mm: 5,709

Number of Videos: 161

Views Per Video: 686,199

% of Views from Top 3 Videos: 28.6%

Hotlink: http://www.youtube.com/user/Originalskateboards

Touchstorm Video Index / Powered by voot® www.touchstorm.com 34 #25: Turkish Airlines

Landing Page: One Channel

Subscribers: 19,238

Subs/mm: 177

Number of Videos: 169

Views Per Video: 643,241

% of Views from Top 3 Videos: 97.7%

Hotlink: http://www.youtube.com/user/TURKISHAIRLINES

Touchstorm Video Index / Powered by voot® www.touchstorm.com 35 #26: Infini Cosmetic Associates

Landing Page: One Channel

Subscribers: 20,290

Subs/mm: 188

Number of Videos: 76

Views Per Video: 1,418,821

% of Views from Top 3 Videos: 94.6%

Hotlink: http://www.youtube.com/user/infiniskin

Touchstorm Video Index / Powered by voot® www.touchstorm.com 36 #27: T-Mobile (lifesforsharing)

Landing Page: One Channel, No Video Trailer

Subscribers: 34,751

Subs/mm: 324

Number of Videos: 780

Views Per Video: 137,335

% of Views from Top 3 Videos: 74.2%

Hotlink: http://www.youtube.com/user/lifesforsharing

Touchstorm Video Index / Powered by voot® www.touchstorm.com 37 #28: Volkswagen

Landing Page: One Channel

Subscribers: 68,343

Subs/mm: 663

Number of Videos: 278

Views Per Video: 370,834

% of Views from Top 3 Videos: 80.7%

Hotlink: http://www.youtube.com/user/Volkswagen

Touchstorm Video Index / Powered by voot® www.touchstorm.com 38 #29: Nike (nikefootball)

Landing Page: One Channel

Subscribers: 77,124

Subs/mm: 767

Number of Videos: 795

Views Per Video: 126,537

% of Views from Top 3 Videos: 15.8%

Hotlink: http://www.youtube.com/user/NikeFootball

Touchstorm Video Index / Powered by voot® www.touchstorm.com 39 #30: RedBull (redbullusa)

Landing Page: One Channel

Subscribers: 49,234

Subs/mm: 507

Number of Videos: 231

Views Per Video: 420,496

% of Views from Top 3 Videos: 19.9%

Hotlink: http://www.youtube.com/user/redbullusa

Touchstorm Video Index / Powered by voot® www.touchstorm.com 40 #31: Native Instruments

Landing Page: One Channel

Subscribers: 284,264

Subs/mm: 2,953

Number of Videos: 320

Views Per Video: 300,832

% of Views from Top 3 Videos: 13.2%

Hotlink: http://www.youtube.com/user/NativeInstruments

Touchstorm Video Index / Powered by voot® www.touchstorm.com 41 #32: Guitar World

Landing Page: One Channel

Subscribers: 201,725

Subs/mm: 2,116

Number of Videos: 1,518

Views Per Video: 62,788

% of Views from Top 3 Videos: 6.4%

Hotlink: http://www.youtube.com/user/guitarworld

Touchstorm Video Index / Powered by voot® www.touchstorm.com 42 #33: Disney Parks

Landing Page: Custom Tab, Static

Subscribers: 136,367

Subs/mm: 1,465

Number of Videos: 1,887

Views Per Video: 49,329

% of Views from Top 3 Videos: 16.9%

Hotlink: http://www.youtube.com/user/DisneyParks

Touchstorm Video Index / Powered by voot® www.touchstorm.com 43 #34: Christian Dior

Landing Page: Custom Tab, Static

Subscribers: 82,783

Subs/mm: 897

Number of Videos: 167

Views Per Video: 552,878

% of Views from Top 3 Videos: 44.7%

Hotlink: http://www.youtube.com/user/Dior

Touchstorm Video Index / Powered by voot® www.touchstorm.com 44 #35: Pro Guitar Shops

Landing Page: One Channel, No Video Trailer

Subscribers: 123,979

Subs/mm: 1,352

Number of Videos: 1,157

Views Per Video: 79,251

% of Views from Top 3 Videos: 3.0%

Hotlink: http://www.youtube.com/user/ProGuitarShopDemos

Touchstorm Video Index / Powered by voot® www.touchstorm.com 45 #36: 5 Hour Energy

Landing Page: One Channel, No Video Trailer

Subscribers: 3,445

Subs/mm: 38

Number of Videos: 53

Views Per Video: 1,697,040

% of Views from Top 3 Videos: 67.4%

Hotlink: http://www.youtube.com/user/5hourenergyshot

Touchstorm Video Index / Powered by voot® www.touchstorm.com 46 #37: Livestrong

Landing Page: One Channel

Subscribers: 186,774

Subs/mm: 2,257

Number of Videos: 2,823

Views Per Video: 29,314

% of Views from Top 3 Videos: 5.3%

Hotlink: http://www.youtube.com/user/livestrong

Touchstorm Video Index / Powered by voot® www.touchstorm.com 47 #38: Samsung (samsungtelevisions)

Landing Page: One Channel

Subscribers: 29,812

Subs/mm: 372

Number of Videos: 69

Views Per Video: 1,159,783

% of Views from Top 3 Videos: 82.8%

Hotlink: http://www.youtube.com/user/SamsungTelevisions

Touchstorm Video Index / Powered by voot® www.touchstorm.com 48 #39: Dove (doveunitedstates)

Landing Page: One Channel

Subscribers: 25,959

Subs/mm: 326

Number of Videos: 89

Views Per Video: 893,505

% of Views from Top 3 Videos: 96.5%

Hotlink: http://www.youtube.com/user/doveunitedstates

Touchstorm Video Index / Powered by voot® www.touchstorm.com 49 #40: Little Tikes

Landing Page: One Channel Landing Page, Custom Tab Mimics Website

Subscribers: 18,608

Subs/mm: 239

Number of Videos: 121

Views Per Video: 642,473

% of Views from Top 3 Videos: 42.4%

Hotlink: http://www.youtube.com/user/LIttleTikesCompany

Touchstorm Video Index / Powered by voot® www.touchstorm.com 50 #41: Internet Explorer

Landing Page: One Channel, No Video Trailer

Subscribers: 46,971

Subs/mm: 625

Number of Videos: 118

Views Per Video: 636,981

% of Views from Top 3 Videos: 72.8%

Hotlink: http://www.youtube.com/user/internetexplorer

Touchstorm Video Index / Powered by voot® www.touchstorm.com 51 #42: Victoria’s Secret

Landing Page: One Channel

Subscribers: 322,629

Subs/mm: 4,464

Number of Videos: 374

Views Per Video: 193,236

% of Views from Top 3 Videos: 14.5%

Hotlink: http://www.youtube.com/user/VICTORIASSECRET

Touchstorm Video Index / Powered by voot® www.touchstorm.com 52 #43: Xbox

Landing Page: One Channel Landing Page, Custom Tab Supporting Promotion

Subscribers: 455,731

Subs/mm: 6,306

Number of Videos: 1,107

Views Per Video: 65,277

% of Views from Top 3 Videos: 16.3%

Hotlink: http://www.youtube.com/user/xbox

Touchstorm Video Index / Powered by voot® www.touchstorm.com 53 #44: Sony Xperia

Landing Page: Custom Tab, Click to Play

Subscribers: 284,772

Subs/mm: 3,966

Number of Videos: 173

Views Per Video: 415,018

% of Views from Top 3 Videos: 34.2%

Hotlink: http://www.youtube.com/user/SonyXperia

Touchstorm Video Index / Powered by voot® www.touchstorm.com 54 #45: Kia (Kia Motors Worldwide)

Landing Page: One Channel

Subscribers: 10,200

Subs/mm: 143

Number of Videos: 721

Views Per Video: 98,914

% of Views from Top 3 Videos: 52.5%

Hotlink: http://www.youtube.com/user/KiaBUZZ

Touchstorm Video Index / Powered by voot® www.touchstorm.com 55 #46: Procter & Gamble

Landing Page: Custom Tab, Click to Play

Subscribers: 13,295

Subs/mm: 188

Number of Videos: 664

Views Per Video: 106,577

% of Views from Top 3 Videos: 13.6%

Hotlink: http://www.youtube.com/user/ProcterGamble

Touchstorm Video Index / Powered by voot® www.touchstorm.com 56 #47: Guitar Center TV

Landing Page: One Channel

Subscribers: 134,990

Subs/mm: 1,993

Number of Videos: 1,027

Views Per Video: 65,958

% of Views from Top 3 Videos: 6.6%

Hotlink: http://www.youtube.com/user/GuitarCenterTV

Touchstorm Video Index / Powered by voot® www.touchstorm.com 57 #48: Footlocker

Landing Page: Custom Tab, Click to Play

Subscribers: 40,673

Subs/mm: 625

Number of Videos: 247

Views Per Video: 263,330

% of Views from Top 3 Videos: 25.3%

Hotlink: http://www.youtube.com/user/footlocker

Touchstorm Video Index / Powered by voot® www.touchstorm.com 58 #49: Monster Energy

Landing Page: One Channel

Subscribers: 329,063

Subs/mm: 5,298

Number of Videos: 896

Views Per Video: 69,310

% of Views from Top 3 Videos: 16.3%

Hotlink: http://www.youtube.com/user/monsterenergy

Touchstorm Video Index / Powered by voot® www.touchstorm.com 59 #50: HTC

Landing Page: Custom Tab, Click to Play

Subscribers: 272,915

Subs/mm: 4,424

Number of Videos: 308

Views Per Video: 200,257

% of Views from Top 3 Videos: 10.6%

Hotlink: http://www.youtube.com/user/HTC

Touchstorm Video Index / Powered by voot® www.touchstorm.com 60 #51: BMW

Landing Page: One Channel Landing Page, No Trailer Video, Custom Tab Supporting Product Roll Out

Subscribers: 286,012

Subs/mm: 4,657

Number of Videos: 597

Views Per Video: 102,868

% of Views from Top 3 Videos: 16.6%

Hotlink: http://www.youtube.com/user/BMW

Touchstorm Video Index / Powered by voot® www.touchstorm.com 61 #52: Mormon Church

Landing Page: One Channel

Subscribers: 210,631

Subs/mm: 3,586

Number of Videos: 1,875

Views Per Video: 31,326

% of Views from Top 3 Videos: 5.3%

Hotlink: http://www.youtube.com/user/MormonMessages

Touchstorm Video Index / Powered by voot® www.touchstorm.com 62 #53: Nokia (NokiaConversations)

Landing Page: One Channel, No Trailer Video

Subscribers: 21,333

Subs/mm: 367

Number of Videos: 613

Views Per Video: 94,823

% of Views from Top 3 Videos: 18.7%

Hotlink: http://www.youtube.com/user/NokiaConversations

Touchstorm Video Index / Powered by voot® www.touchstorm.com 63 #54: Blackberry

Landing Page: One Channel

Subscribers: 155,060

Subs/mm: 2,675

Number of Videos: 1,501

Views Per Video: 38,616

% of Views from Top 3 Videos: 23.1%

Hotlink: http://www.youtube.com/user/BlackBerry

Touchstorm Video Index / Powered by voot® www.touchstorm.com 64 #55: Lego (legoclubTV)

Landing Page: One Channel, No Trailer Video

Subscribers: 74,119

Subs/mm: 1,348

Number of Videos: 186

Views Per Video: 295,577

% of Views from Top 3 Videos: 32.1%

Hotlink: http://www.youtube.com/user/LEGOClubTV

Touchstorm Video Index / Powered by voot® www.touchstorm.com 65 #56: Bethesda Softworks

Landing Page: One Channel

Subscribers: 210,310

Subs/mm: 3,844

Number of Videos: 157

Views Per Video: 348,523

% of Views from Top 3 Videos: 23.7%

Hotlink: http://www.youtube.com/user/BethesdaSoftworks

Touchstorm Video Index / Powered by voot® www.touchstorm.com 66 #57: Gillette Brasil

Landing Page: One Channel

Subscribers: 3,861

Subs/mm: 71

Number of Videos: 43

Views Per Video: 1,517,952

% of Views from Top 3 Videos: 81.6%

Hotlink: http://www.youtube.com/user/GilletteBrasil

Touchstorm Video Index / Powered by voot® www.touchstorm.com 67 #58: Toyota (toyotausa)

Landing Page: One Channel

Subscribers: 37,310

Subs/mm: 698

Number of Videos: 2,334

Views Per Video: 27,186

% of Views from Top 3 Videos: 44.3%

Hotlink: http://www.youtube.com/user/ToyotaUSA

Touchstorm Video Index / Powered by voot® www.touchstorm.com 68 #59: T-mobile (Czech)

Landing Page: One Channel

Subscribers: 107,999

Subs/mm: 2,033

Number of Videos: 134

Views Per Video: 396,471

% of Views from Top 3 Videos: 13.2%

Hotlink: http://www.youtube.com/user/tmobilecz

Touchstorm Video Index / Powered by voot® www.touchstorm.com 69 #60: Adidas (adidasfootballtv)

Landing Page: One Channel

Subscribers: 177,582

Subs/mm: 3,487

Number of Videos: 364

Views Per Video: 139,938

% of Views from Top 3 Videos: 27.8%

Hotlink: http://www.youtube.com/user/adidasfootballtv

Touchstorm Video Index / Powered by voot® www.touchstorm.com 70 #61: Chevrolet

Landing Page: One Channel

Subscribers: 243,033

Subs/mm: 4,834

Number of Videos: 853

Views Per Video: 58,947

% of Views from Top 3 Videos: 32.5%

Hotlink: http://www.youtube.com/user/Chevrolet

Touchstorm Video Index / Powered by voot® www.touchstorm.com 71 #62: Sega (Japan)

Landing Page: One Channel, No Trailer Video

Subscribers: 44,487

Subs/mm: 2,706

Number of Videos: 908

Views Per Video: 14,012

% of Views from Top 3 Videos: 9.8%

Hotlink: http://www.youtube.com/user/SEGA

Touchstorm Video Index / Powered by voot® www.touchstorm.com 72 #63: Gillette (Latin America)

Landing Page: One Channel, No Landing Page

Subscribers: 2,065

Subs/mm: 42

Number of Videos: 61

Views Per Video: 800,747

% of Views from Top 3 Videos: 39.5%

Hotlink: http://www.youtube.com/user/GilletteLA

Touchstorm Video Index / Powered by voot® www.touchstorm.com 73 #64: Audi (AudiofAmerica)

Landing Page: One Channel

Subscribers: 50,428

Subs/mm: 1,068

Number of Videos: 375

Views Per Video: 125,879

% of Views from Top 3 Videos: 44.6%

Hotlink: http://www.youtube.com/user/AudiofAmerica

Touchstorm Video Index / Powered by voot® www.touchstorm.com 74 #2: Paley Center for Performing Arts

Landing Page: One Channel

Subscribers: 34,050

Subs/mm: 723

Number of Videos: 870

Views Per Video: 54,138

% of Views from Top 3 Videos: 7.0%

Hotlink: http://www.youtube.com/user/paleycenter

Touchstorm Video Index / Powered by voot® www.touchstorm.com 75 #66: Chanel

Landing Page: Custom Tab, Click to Play

Subscribers: 140,168

Subs/mm: 2,993

Number of Videos: 294

Views Per Video: 159,294

% of Views from Top 3 Videos: 36.3%

Hotlink: http://www.youtube.com/user/CHANEL

Touchstorm Video Index / Powered by voot® www.touchstorm.com 76 #67: Zappos (zapposgear)

Landing Page: One Channel, No Trailer Video

Subscribers: 11,406

Subs/mm: 244

Number of Videos: 100,658

Views Per Video: 464

% of Views from Top 3 Videos: 1.6%

Hotlink: http://www.youtube.com/user/ZapposGear

Touchstorm Video Index / Powered by voot® www.touchstorm.com 77 #68: Samsung (Japan)

Landing Page: One Channel

Subscribers: 73,861

Subs/mm: 1,580

Number of Videos: 1,491

Views Per Video: 31,349

% of Views from Top 3 Videos: 27.0%

Hotlink: http://www.youtube.com/user/SamsungTomorrow

Touchstorm Video Index / Powered by voot® www.touchstorm.com 78 #69: Toys ‘R Us

Landing Page: One Channel

Subscribers: 10,616

Subs/mm: 234

Number of Videos: 1,018

Views Per Video: 44,515

% of Views from Top 3 Videos: 13.8%

Hotlink: http://www.youtube.com/user/ToysRUsOnline

Touchstorm Video Index / Powered by voot® www.touchstorm.com 79 #70: Cold Steel Knives

Landing Page: One Channel, No Trailer, Generic Header

Subscribers: 51,012

Subs/mm: 1,132

Number of Videos: 348

Views Per Video: 129,535

% of Views from Top 3 Videos: 17.3%

Hotlink: http://www.youtube.com/user/csknives

Touchstorm Video Index / Powered by voot® www.touchstorm.com 80 #71: Nike (nikefutebol)

Landing Page: One Channel

Subscribers: 103,300

Subs/mm: 2,322

Number of Videos: 341

Views Per Video: 130,458

% of Views from Top 3 Videos: 24.0%

Hotlink: http://www.youtube.com/user/nikefutebol

Touchstorm Video Index / Powered by voot® www.touchstorm.com 81 #72: Windows Phone

Landing Page: Custom Tab, Click to Play

Subscribers: 160,269

Subs/mm: 3,630

Number of Videos: 287

Views Per Video: 153,860

% of Views from Top 3 Videos: 39.0%

Hotlink: http://www.youtube.com/user/windowsphone

Touchstorm Video Index / Powered by voot® www.touchstorm.com 82 #73: Fender Guitars

Landing Page: One Channel, No Trailer Video

Subscribers: 78,045

Subs/mm: 1,800

Number of Videos: 1,235

Views Per Video: 35,106

% of Views from Top 3 Videos: 9.0%

Hotlink: http://www.youtube.com/user/fendermusical

Touchstorm Video Index / Powered by voot® www.touchstorm.com 83 #74: Head and Shoulders (Brazil)

Landing Page: One Channel

Subscribers: 7,958

Subs/mm: 184

Number of Videos: 17

Views Per Video: 2,540,212

% of Views from Top 3 Videos: 92.8%

Hotlink: http://www.youtube.com/user/headshouldersbrasil

Touchstorm Video Index / Powered by voot® www.touchstorm.com 84 The Top 10 Things You Should Start Doing In Order To Succeed On YouTube

1. Defining the competition broadly will help you succeed. At point of sale, brands 3. Time is of the essence. YouTube is not standing still. It’s growing fast. Just six compete with each other for market share. In advertising, brands compete with each months ago, it took 36mm views to make the YouTube 5000 List. Now, in October, it other for share-of-voice. However, on YouTube, brands compete with all manner of takes 43mm. The competitive bar is constantly being raised. A brand channel that has folk who, by the way, don’t play by the same rules as brands. For example, vying for 5mm views and a ranking of roughly 60,000 on YouTube today will rank much lower attention in the Baby & Parenting conversation are health care providers like hospitals six months from now unless it grows its views substantially. Generally speaking, lower and behaviorists, moms who’ve turned themselves into professional advice givers, rankings indicate share-of-voice losses. retailers like Babies ‘R Us, e-commerce players like diapers.com, non-profits like March of Dimes, TV networks/TV shows who program to moms, in-vertical publishers 4. Winning on YouTube is a two-part formula. It’s about making the right content, like Parenting Magazine, brands from the food and diaper categories, comedians and and marketing that content right. To effectively compete, brands need to have a celebrities who have something to say, scientists and news organizations releasing thorough understanding of all the players in their “conversation category” and how new information on the topic, and documentarians and film-makers who are adding audiences are reacting to the various approaches. This is now easier than it sounds. longer form entertainment to the conversation. Every “conversation category“ has The patterns for what works in both content production and content marketing were many voices competing for share, and rarely is a fellow brand the audience winner that established by players who didn’t have the budgets or resources of the major brands, you want to chase. but they figured out what their viewers wanted and learned to deliver it effectively. The research is now available to discover what those patterns are. 2. Don’t underestimate the power of YouTube competitors. There are some conversation categories, like beauty, where share-of-voice losses have been brought 5. Mimic the behavior of YouTubers. Successful YouTubers think first and foremost to the marketing world’s attention. But the degree of the devastation has not been about their audiences, making content their audience wants to see and will love. known until now. In cosmetics, VOOT® reveals that brands hold only a 1% share- Focus here and worry less about the brand messages you’d like them to hear. Allow of-voice, and in hair, brands only hold a 3% share-of-voice. Exacerbate that with a content to be your currency. When it comes to marketing, successful YouTubers have youthful demographic that doesn’t watch much television, and beauty brands now mastered a never-ending bag of tricks; free tools available for promoting content on must find a way to repatriate their hijacked consumer. Other categories are starting to YouTube worked daily using ingenuity and creativity. It’s about grit, not spend. suffer the same fate. One of the first changes brands need to make to win on YouTube is simply refusing to abdicate the medium going forward. It’s a mind shift, a cultural 6. Brands can’t spend their way to success. YouTube is an incredible advertising shift and a budgetary shift. The well-oiled institutions built to feed the television medium that brands should be using. But the number of views that most brands need beast provide formidable competition for brands starved for production and content to successfully win their conversation categories is far beyond what even the biggest marketing money. But, YouTube is television for Millennials, and now for Generation Z. brands can afford to buy. Mastering organic growth is vital. About half of all video viewing happens on YouTube, and about half of all YouTube’s viewing happens on mobile. Brands worried about cracking mobile might do well to worry first about cracking YouTube.

Touchstorm Video Index / Powered by voot® www.touchstorm.com 85 The Top 10 Things You Should Start Doing In Order To Succeed On YouTube, continued

7. Subscribers are important. There is much confusion on this point. Some of it for 10. YouTube is not a beauty contest. The default layout for a channel’s landing page good reason; on YouTube your viewing audience is substantially larger than your is called One Channel. However, YouTube allows brands who commit to incremental subscriber group so, yes, viewers come first. However, the more subscribers you have, spend to use one of a few independent platforms that enable the channel page to the easier it gets to launch more content. They see it in their newsfeeds, watch it, and function and look more like a website. You can make your channel look very sleek and share it – which creates velocity. YouTube takes note of velocity, and that video will branded with this “custom tab.” But should you? In this study, 60 of 74 brands used likely end up featured in more places. This creates more velocity. Subscribers help One Channel as their landing page. Why is this more visually unimpressive option the you create a cycle of success. choice of most successful brands? About 99% of views happen on the YouTube Video Watch Page, not the channel page. If that isn’t enough reason to put your money into 8. Running content as TrueView pre-roll creates views that don’t convert to more content and more content marketing instead of the hyper-branded experience, subscribers. Paid advertising brings in views, yes, but subscribers? No. The rented consider that One Channel exists for a reason. YouTube has designed it to create audience cannot engage and therefore does not convert to subscribers, even though maximum discoverability for your content, and since it’s how 99.9% of channels look, the brand may have met important media objectives. To buy views that convert better viewers can easily navigate it. To the contrary, custom tabs are not only unfamiliar in subscribers, try TrueView InSearch. this environment, but they are based on iFrame technology, which means their content is not searchable. We recommend saving the custom experience for after you master 9. Publish regularly, at a cadence. The most successful YouTubers publish content YouTube basics and are ready to use YouTube to feature promotional initiatives. regularly, like once or twice a week, usually on the same days of the week. Video is most efficient when produced in batches, but that doesn’t mean you should upload it all at one time.

Touchstorm Video Index / Powered by voot® www.touchstorm.com 86 What Other Data is Available from Touchstorm and VOOT®?

++ The complete Touchstorm Video Index, Top Brands Edition, with the list of 74 brands who place inside the top 5000 channels on YouTube, along with key comparative data about each channel, is available at www.Touchstorm.com.

++ Other editions of the Touchstorm Video Index are available through the press and on www.Touchstorm.com.

++ Free in-depth reports on your YouTube channel are available on touchstorm.com – look for the VOOT® Free Report.

++ Brands needing hands-on channel management and in-depth research not available publicly can turn to Touchstorm for those services.

++ VOOT® will soon be launched as a monthly subscription product that allows content makers to manage their libraries in a more insightful way.

Touchstorm Video Index / Powered by voot® www.touchstorm.com 87 Appendix: Criteria for Inclusion

Eligible to be included in this Individuals as Brands ++ We do not include content publishing brands who are ranking are for-profit and not- ++ We do not include famous Individuals who have become in business solely to make content, like Howdini and their own brands, like Taylor Swift and Beyonce, but we ExpertVillage. However, we do include print publishers who for-profit companies engaged in do include brands who meet the above definition and have expanded their offerings to manufacturing or retailing, the enterprise of using content sponsor famous individuals and have the right to use and are using their YouTube channel to promote that, like them to attract viewers to their content. the Smithsonian using video to promote its museums. on YouTube to attract people to ++ We do not include YouTube personalities who have Sports Teams and Leagues as Brands its products or services. When become so big that they are now able to own mass- ++ We do not include professional sports brands, like the market brands, like Michelle Phan’s EM Cosmetics. things get fuzzy, we turn to the NBA or WWE. However, we do include brands who meet following standards: ++ We do include individuals who have become companies the above definition and sponsor a sport where they have and who market products or services other than content, rights to to use footage as part of their sponsorship, like when the market for those products and services is NikeFutebol. bigger than the market for their content, like Martha Stewart. Entertainment as Brands ++ We do include independent entertainment brands whose Media Companies as Brands primary interest is selling tickets instead of broadcast ++ We do not include brands whose primary business rights or advertising, like the Harlem Globetrotters, includes making moving picture content. This includes Disney Parks and Cirque d’Soleil. the record companies (music videos), movie studios (Sony Pictures Entertainment), TV shows (The Voice, Google as a Brand Sesame Street), broadcast or cable channels (NBC, ++ We do not include Google’s myriad of channels that make History Channel), or specific video games that can be the YouTube Top 5000, other than the Google channel played online. ranked #1.

++ It does include game-making brands (like EA, Nintendo), who are using YouTube to promote their products.

++ We also include brands who meet the above definition and have created broadcast content as a brand, and have the rights to it, like the Victoria’s Secret TV special being posted to YouTube.

Touchstorm Video Index / Powered by voot® www.touchstorm.com 88 Appendix: Potential Anomalies

++ Some marketers use the YouTube player on their own brand.com. Those views count toward these numbers, as YouTube does not distinguish. Brand.com’s are not typically destination sites; therefore, the use of the YouTube player on those sites doesn’t usually generate enough views to enter a brand in the Top 5000.

++ However, in the case of a highly-trafficked e-commerce site that uses the YouTube player to display short videos that help shoppers see the item better, it can have a clear effect. For example, Zappos has entered the Top 5000, with more than 100,000 videos, each seen just a few hundred times. This is highly unusual, and we’ve confirmed they are using the YouTube player on their website.

++ Brands making the YouTube Top 5000 Brands come from many categories. They can be skewed to the four Big Gs – guitars, gaming, gadgets and girls. These channels have an inherent advantage based on the demographic that flocked to YouTube first. This won’t necessarily continue as YouTube grows, but for now they affect averages. The averages given here can be misleading, because it’s more informative when averages like “subscribers per million” or “views per video uploaded” come from the same category as your brand. If you are a home improvement brand, averages for other home improvement channels (be they brands or not), are a better way to judge your performance against the norm. If you’re interested in category-specific research, please call Touchstorm.

++ YouTube is now counting pre-roll advertising as a content view. This makes it difficult to separate heavy advertisers from heavy content promoters. If this is important to you, Touchstorm has much deeper data that allows us to predict how a brand achieved its views.

Touchstorm Video Index / Powered by voot® www.touchstorm.com 89