Industry Report
2013
Top 500 Brands on YouTube
The Top 500 Brands on YouTube generate nearly half a billion views against their content each month Summary Stats for Top 500 BRANDS
Hundreds of blue-chip brand marketers count YouTube
442 million
as the centerpiece of their video content strategy, with
884,000
views of their branded videos each month.
Total Monthly Views
Average Monthly Views
18.8 million Total Subscribers
35,000
the top 500 brands generating more than 440 million
Using a mix of original content and repurposed commercial assets, these brands share strategies with the top channels on YouTube, often leveraging their brand loyalists as well as their unique creative and media resources to develop and extend messaging.
Average Subscribers
315,000
Number of Videos Produced
98,000
Average Views Per Video Top 500 brands selected based on OpenSlate data, week of April 8th, 2013, and excludes Entertainment category brands.
© Outrigger Media, April 2013
The most successful brands commit to a clear and consistent content mission – usually choosing either to entertain or inform – and to developing their audience over the long haul, much in the same way they do with social media. 1
Overview by Industry
Top 500 BRANDS
on youtube
top 3 brands in each category By Subscribers
The top three brands across each industry are outliers in
Apparel
half of total brand subscriptions (9.3M) within the 500
their respective categories, together accounting for nearly
1. Nike (NikeFootball) 2. DC Shoes 3. Victoria’s Secret
measured channels.
Automotive
Not surprisingly, the Technology category outmuscles
1. Audi 2. BMW 3. Chevrolet
Beauty & Personal Care 1. Old Spice 2. MAC Cosmetics 3. L’Oreal Paris (España)
the other industries in terms of brand participation on YouTube - with nearly 30% more channels than the next closest category.
The Top 500 Brand Channels by Industry
Education
7%
1. Stanford University 2. UC Berkeley 3. Harvard
Food & Beverages 1. Red Bull 2. Pepsi 3. CocaCola
Retail 1. Sephora 2. Tiger Direct 3. Lego
Technology
1. Google (GoogleDevelopers) 2. HTC 3. Sony (SonyXperia)
Travel 1. Disney Parks 2. Turkish Airlines 3. Air New Zealand
© Outrigger Media, April 2013
23%
7%
Finance & Business 1. Google (GoogleBusiness) 2. Boeing 3. Cisco
5%
7% 17%
9% 10%
Technology Apparel Food & Beverage Education Finance & Business
15% Automotive Beauty & Personal Care Travel Retail
2
Audience
Top 500 BRANDS
on youtube
YouTube Views
The Technology and Food & Beverage categories lead monthly
1,400,000
views, as well as views per video.
180,000 160,000
1,200,000
are among the largest of all brands on YouTube, with combined monthly views of more than 50 million.
140,000
1,000,000
120,000
800,000
100,000
600,000
80,000 60,000
400,000
40,000
200,000
Google alone has 25 channels in the
Avg Views Per Video
– Pepsi, Red Bull, and Coca-Cola -
Avg Monthly Views
The top Food & Beverage brands
20,000
0
0
Top 500 with a total of nearly three million subscribers.
The top brands on YouTube average 203,000 Twitter followers and 2.6 million Facebook likes, but register only
YouTube Subscribers
35,000 YouTube subscribers, leaving plenty of room for audience growth as their video content strategies develop.
Technology Food/Beverage Apparel Auto Retail Beauty Education Finance & Business Travel 0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Average Subscriber Counts Average Subscribers by Brand Category © Outrigger Media, April 2013
3
Video Length
Top 500 BRANDS
on youtube
80%
Percentage of Videos
70% 60% 50% 40% 30% 20% 10% 0
>3 minutes
>5 minutes
> 10 minutes
Repurposed Commercials Food & Beverage, Retail and Apparel
Food/Bev Retail Apparel Beauty Travel Technology Finance Auto Education
brands are most likely to post repurposed commercials, while the Education and Technology brands tend to post longer-form, informational videos. On average 7.4% of videos from the Top Brands are repurposed TV commercials.
0%
5%
10%
15%
20%
Percentage of :15 & :30 Second Videos
© Outrigger Media, April 2013
4
Brands to Watch
Top 500 BRANDS
on youtube
DC SHOES SLATE SCORE: 614 Monthly Views: 5.5M Subs: 505K DC Shoes has made it big on YouTube by tapping into founder Ken Block’s penchant for cars and a high-end approach to producing films that feature them, him, and adrenaline-charged stunts. Rounded out by a mix of skateboarding lifestyle, product and humor videos, DC Shoes is clearly committed to its content strategy and serving the interests of its young male demographic.
Porsche SLATE SCORE: 616 Monthly Views: 974K Subs: 114K
The SlateScore is a quality metric calculated using data about a channel’s engagement,
Porsche plays to brand enthusiasts with high-quality driving and product videos. The German car company attracts a predominantly male audience (92%) and sees most of its traffic from outside the United States (82%). Porsche focuses on distributing longer-form content, as opposed to commercial spots, delivering an average of 14 videos each month.
consistency, influence, reach
Luxy Hair
and momentum.
SLATE SCORE: 679 Monthly Views: 5.1M Subs: 902K Luxy Hair takes a well-produced and very specific how-to approach to its content on YouTube. The brand’s videos eschew product, and focus on hair – a strategy that has already generated 177K subscribers since first launching three years ago. Luxy Hair has capitalized on their YouTube success by launching a second channel that focuses on make-up tutorials.
Blackberry SLATE SCORE: 616 Monthly Views: 4.3 M Subs: 144K Blackberry balances promotion and storytelling by engaging and inspiring viewer conversation with their Keep Moving campaign, launched in conjunction with the Blackberry Z10. The series includes video shorts featuring Global Creative Director Alicia Keys in Your City, Your Video, film director Robert Rodriguez in Project Green Screen and science fiction author Neil Gaiman in
A Calendar of Tales.
Dior SLATE SCORE: 597 Monthly Views: 10.4 M Subs: 50.6K Luxury brand Christian Dior consistently delivers high-quality video from fashion shows and beauty tutorials. It has also produced a popular Web documentary series called Lady Dior and a short film, Secret Garden –
Versailles, which has received more than 17 million views. Dior’s YouTube audience may be less consistent, as it maintains a low subscriber-toview ratio. © Outrigger Media, April 2013
5
Top 10 Brands by SlateScore
OpenSlate is a video content analytics platform that tracks more than 50,000 YouTube video channels and measures their ability to attract, engage and influence an audience. By providing one consistent measure of quality – the SlateScore™ – OpenSlate helps marketers, producers and agencies hone their online video marketing strategy. For more information, visit: openslatestudios.com.
The SlateScoreTM is on a scale from 1-1000 with higher being better. Scores of 500 or better are in the top 10% of all channels in OpenSlate. Engagement, Consistency and Influence are calculated on a a scale of 1-10 with higher being better.
© Outrigger Media, April 2013
746 679 647 638 629 616 614 614 613 612
Top 500 BRANDS
on youtube
Red Bull 8.8
Engagement
3.9
9.7
6.4
9.4
Consistency
Influence
Google 7.9
Engagement
Consistency
Influence
Old Spice 7.4
Engagement
6
Consistency
9.2
Influence
Nike Football 7.1
Engagement
4.9
Consistency
9.3
Influence
GoPro Camera 8.1
Engagement
7.6
Consistency
8.5
Influence
Blackberry 7.5
Engagement
4.8
Consistency
9.1
Influence
DC Shoes 6.7
Engagement
4.5
Consistency
9.2
Influence
Coca-Cola 7.4
Engagement
3.9
Consistency
9
Influence
Samsung 7.1
Engagement
5.7
Consistency
Volkswagen 7.3
Engagement
3.9
Consistency
9
Influence
9
Influence
6
