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Viewing numbers for branded YouTube content on the rise

22nd Jul 2015
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2015 is YouTube’s tenth year, and as a result the Google-owned video platform has been systematically releasing statistics about its ever-increasing role in our daily lives.

And in its latest announcement, YouTube developers have provided encouragement for marketers – stating that it is in the midst of an ‘explosion of engagement’ in terms of viewing figures for brand-delivered content.

Views of content from YouTube’s top 100 most-watched brands nearly doubled in the last 12 months, while consumers have watched videos from these businesses more than 40 billion times, with over 18 billion of those views taking place in the last year.

There’s further good news for marketers that are able to deliver engaging videos on YouTube, too, with brand channel subscriptions up 47% year over year.

Toyota’s director of traditional media, Dionne Colvin-Lovely believes it’s YouTube’s vast demographic reach that makes the channel such a vital one for all businesses to crack:

“The benefit of a diverse platform like YouTube is they have an unparalleled ability to reach a variety of demographics.

“That aligns very well with Toyota’s diverse consumer and product lineup. YouTube allows our brand’s message to break through in an impactful way, and it offers great metrics to see if the content is resonating with the intended audience.”

According to Pixability, the Interbrand Top 100 brands are collectively uploading a video to YouTube every 18.5 minutes, with Thursdays officially the most active day for brand videos.

“We love the opportunity YouTube gives Coca-Cola to interact, build relationships and share stories that are authentic and relevant to the brand,” says Chris Bigda, Director, Connections Planning & Investment, Coca-Cola North America.

“We are seeing continued success on the platform, uploading higher quality content and achieving better results for it. We are really proud to be part of the YouTube community.”

While the top 100 brands prosper, however, a recent slp consulting study of how brands are using YouTube suggested a need to improve their audience’s experience through simple steps such as enhancing how they use meta-data with their videos, making more use of interactive features and taking a more programmatic approach.

Cisco research earlier in the year indicated that video is expected to account for 69% of all web traffic by 2017, further highlighting the importance of building brand profiles on video platforms such as YouTube now. 

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