Source: OpenSlate [download page]
Notes: The top 500 non-entertainment brands on YouTube have more than doubled their average subscriber base year-over-year, from 37,000 to 82,000, according to Outrigger Media’s report. However, on average, these brands require almost 750 views per new subscriber, versus around 200 for the most successful content channels. Google accounts for a leading 24 of the top 500 channels, followed by Samsung (17). Meanwhile, a concurrent survey of individuals (almost all employed by agencies) involved in planning or buying of YouTube media over the past year finds that 41% plan to increase their spending. Just 1 in 5 consider subscriber growth a KPI when buying media on YouTube, though. About one-third of YouTube media buyers “always” repurpose TV ads in their media buys, and only 13% “often” create content specifically for YouTube campaigns. Those latter buyers are twice as likely to plan an increase in their YouTube spending over the next year.
About the Data: Top 500 brands selected based on OpenSlate data, week of March 24, 2014, and excludes Entertainment category brands. Media buying data based on a survey of 313 online media planners and buyers conducted between March 6 and March 22, 2014, 208 of whom had planned or bought media on YouTube in the past 12 months.