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A Whole New Way to Look at Youtube

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A Whole New Way to Look at Youtube Top Brands TouchstormEdition Video Index A whole new way to look at YouTube powered by voot® 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 Numbers pulled October 5, 2013. ©2013 Touchstorm, LLC. A unit of Diginary Holdings Group. All rights reserved. Proprietary and confidential. Touchstorm Video Index / Powered by voot® www.touchstorm.com 6 ● ● ● with Landing Page Detail Views by Ranked Brands 74 The Google Brand uses a Custom Tab as its Landing Page (14 of 74) of (14 Page as Landing its Tab aCustom uses Brand 74) of (56 Page Landing Channel aOne uses Brand Red Bull 74) of (4 Supplement as aPromotional Tab aCustom with Page Landing Channel aOne uses Brand Marvel Entertainment Barbie GoPro PlayStation Old Spice Blendtech EA Evian (evianbabies) Nintendo (nintendocaprisun) Samsung Mobile Nokia Samsung Mobile USA Coca-Cola Nintendo EA Sports Football HOTWHEELS Pepsi Ford Models Samsung Imaging EA Sports Cross Fit Original Skateboards Turkish Airlines Infini Cosmetic Associates T-Mobile (lifesforsharing) Volkswagen Nike Football Red Bull USA (defunct) Native Instruments Guitar World Disney Parks Christian Dior Pro Guitar Shops 5 Hour Energy Livestrong Samsung Televisions Dove United states Little Tikes Internet Explorer Victoria's Secret Xbox Sony Xperia Kia Motors Worldwide Procter & Gamble Guitar Center Footlocker Monster Energy HTC BMW Mormon Church Nokia Conversations Blackberry Lego Club TV Bethesda Softworks Gillette Brasil Toyota USA T-Mobile Czech Adidas Football Chevrolet Sega Japan Gillette Latin America Audi of America Paley Center Chanel www.touchstorm.com Zappos Samsung (Japan) 400,000,000 Toys 'R Us 600,000,000 700,000,000 200,000,000 500,000,000 300,000,000 100,000,000 Cold Steel Knives Nike Futebol Windows Phone 7 Fender Guitars Head & Shoulders (Brazil) Touchstorm Video Index / Powered by voot® some select pieces of creative. 3videos,Top the brand either had arunaway viral success, or put media money behind are concentrated intheir top three videos.
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