Top Entertainment Brands on YouTube Television Shows Are the Most Successful Traditional

Industry Report
2013
Top Entertainment
Brands on YouTube
Television Shows Are the Most Successful Traditional
Video Content Brands on YouTube
The top ten mainstream TV Shows generate an average of 36 million
monthly views and average 2 million YouTube subscribers.
There’s much debate, but few good comparisons of
following have an advantage on YouTube, more often
the way we watch television to the way we watch
converting content to views and subscribers.
video on YouTube, where even professionally
produced channels come in thousands of different
The top channels in our Entertainment Brands
combinations of content, quality and packaging. But
study have a clearly defined YouTube strategy and
in a detailed analysis of more than 616,000 YouTube
are adapting audience development tactics from
videos from 375 mainstream video entertainment
the most successful indigenous YouTube channels.
companies (from television, sports, film and gaming),
But as a group, they still have a lot of upside potential:
branded TV Shows generate the strongest returns,
The Top 100 channels on YouTube overall include just
outpacing the field by 2-3x when measured by
5 of our Top Entertainment channels and outpace the
monthly views and YouTube subscribers.
Entertainment channels by 4x on monthly views.
Across categories, these mainstream content
The 375 Entertainment brand channels in this
producers succeed largely on the coattails of repurposed
study account for:
content. Most have done so by pulling forward and
1.3 billion
some notable exceptions have found marked
Total Monthly Views
616,888
success with consistently produced original content
74 million
136,408
packaging archival content (see: Top Gear) but
(see: Late Night with Jimmy Fallon). Channels
backed by a property or celebrity with a strong social
© Outrigger Media, September 2013
Total Subscribers
Total Videos Uploaded
Average View Per Video
1
Overview by Category
Top ENTERTAINMENT
BRANDS on youtube
top 5 brands in each category
By Subscribers
Our study looks at 375 YouTube channels produced by
Sports Teams & Organizations
categories: TV Shows, TV Channels & Networks, Sports
traditional entertainment brands from the following
1. NBA
2. WWE
3. UFC
4. Real Madrid C.F.
5. Official Olympic Channel
Teams & Organizations, Studios & Films and Video Games
Studios & Films
disproportionate share of the subscribers in the report
& Consoles. The breakout is below.
The Top 5 channels in each category account for a
– roughly 37%. The TV Shows category accounts for the
1. Marvel Entertainment
2. Warner Bros. Pictures
3. Disney Pixar
4. Muppets Studio
5. UTV Motion Pictures
majority of larger channels, with more than 11 of the top
20, ranked by monthly video views.
Top Entertainment Brand Channels on YouTube
TV Channels & Networks
By Category
1. National Geographic
2. Comedy Central
3. BBC
4. ESPN
5. Disney Channel (Latin America)
1. The Ellen Show
2. Jimmy Kimmel Live
3. Top Gear
4. The X Factor USA
5. The X Factor UK
Video Games & Consoles
1. PlayStation
2. Call of Duty
3. Rockstar Games
4. Battlefield
5. Assassin’s Creed
Top Entertainment brand channel scores and
statistics based on OpenSlate data, week of
August 15, 2013. n=375. Music channels were
not included in this study.
© Outrigger Media, September 2013
Total Number of Channels in Study
TV Shows
350
13%
Video Games & Consoles
300
16%
TV Shows
19%
Sports Teams & Organizations
72 Channels, Average Views Per Video: 25,888
24%
Studios & Films
28%
TV Channels & Networks
250
51 Channels, Average Views Per Video:
59 Channels, Average Views Per Video:
161,196
207,806
200
150
89 Channels, Average Views Per Video:
192,839
100
50
104 Channels, Average Views Per Video:
111,968
0
2
Audience
Top ENTERTAINMENT
BRANDS on youtube
YouTube Views
Converting viewers to subscribers
is the bedrock of any successful
9,000,000
YouTube channel. Personality
returns here: Ellen tops the charts
with 6.4 million subscribers, the
result of a consistent 8-10 clips per
day in season and 1-2 clips per day
in the off-season.
200,000
7,000,000
6,000,000
150,000
5,000,000
4,000,000
100,000
3,000,000
2,000,000
50,000
Avg Views Per Video
to volume are finding the best
8,000,000
Avg Monthly Views
driven TV shows with a commitment
250,000
1,000,000
Lacking volume and consistency,
Sh
TV
audience.
TV
time building a sustainable
ow
Studios & Films have the hardest
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Overall, channels in the TV Shows
category have the most Twitter
followers, 817,000 on average.
YouTube Subscribers
Gamers are more prone to engage
with entertainment brands on
TV Shows
Facebook, arming channels in
TV Channels &
Networks
that genre with an average of
4 million likes.
Video Games &
Consoles
Sports Teams &
Organizations
Studios & Films
0
100,000 200,000 300,000 400,000 500,000
Average
Subscriber Counts
Average
Subscribers
by Brand Category
© Outrigger Media, September 2013
3
Television on YouTube
Top ENTERTAINMENT
BRANDS on youtube
Shows by Genre
The Competition & Reality genres help
secure the popularity of TV Shows on
5%
YouTube. The X Factor takes 3 of the top
10%
Competition & Reality
20 TV Show slots with their US and global
editions of the show, alongside channels
43%
21%
from The Voice, America/Britain’s Got
Talk Shows
Dramas
Comedies
Talent and American Idol. Celebrities, with
Other
their millions in social media followers, drive
21%
4 of the top 10 TV Show channels (Conan,
Ellen, Kimmel and Fallon).
Views by Genre
TV Comedy Shows publish the fewest
2%
videos per channel, but with the highest
4%
view-per-video at 307,220. TV Talk Shows
4%
Competition & Reality
in our report had by far the highest
Talk Shows
volume of videos (2,171 video on average)
49%
and the most subscribers (1,013,000
Comedies
41%
on average).
Dramas
Other
TV Networks have gained traction on the
platform, despite their more amorphous
identity, with brands like National
Geographic, ESPN, BBC, and Discovery
And despite their differences with
the second biggest subscriber count in
the TV Channels & Networks category
at 2.2 million.
45,000,000
3,500,000
40,000,000
3,000,000
35,000,000
2,500,000
30,000,000
25,000,000
2,000,000
20,000,000
1,500,000
15,000,000
1,000,000
10,000,000
500,000
5,000,000
0
0
g
When compared side-by-side with their
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umbrella brands.
in
Network counterparts, individual TV
Shows typically outperform their
Average Monthly Views
© Outrigger Media, September 2013
Subscribers
YouTube, Viacom’s Comedy Central has
Average Monthly Views
rounding out the top ten in that category.
Subscribers
4
Top 20 Brands by SlateScore
Top ENTERTAINMENT
BRANDS on youtube
The SlateScore is a quality metric calculated using data about a channel’s engagement,
consistency, influence, reach and momentum. It’s on a scale from 1-1000 with higher
being better. Scores of 600 or better are in the top 3% of all channels in OpenSlate.
Channel Name
SlateScore
Subscribers
Engagement
Consistency
Influence
TheEllenShow
809
6,419,557
9.7
7.4
9.7
NBA
804
4,338,241
9.8
7.1
9.7
JimmyKimmelLive
775
3,004,345
9.6
5.3
9.6
PlayStation
774
1,832,792
9.8
4.4
9.6
WWEFanNation
762
1,842,637
9.6
7.2
9.6
NBCTheVoice
746
849,185
9.1
8.1
9.4
BBC
742
1,360,399
9.6
4.6
9.5
UFC
738
1,222,704
8.9
7.4
9.5
teamcoco
734
853,429
9.2
7.1
9.4
TopGear
721
2,979,798
7.8
7.9
9.6
Nintendo
716
424,432
9.3
6.5
9.2
TMZ
715
467,513
9.4
5.7
9.3
latenight
712
695,382
9.1
5.3
9.3
comedycentral
711
2,238,797
8.4
5.4
9.6
NationalGeographic
709
2,882,136
8.1
7
9.6
BritainsGotTalent09
708
1,462,842
8.2
7.3
9.4
CALLOFDUTY
708
1,549,331
8.8
5.5
9.4
MARVEL
702
765,250
8.7
4.4
9.4
TheXFactorUSA
700
2,865,850
6.6
9
9.6
ESPN
696
1,245,038
9.5
4.4
9.5
© Outrigger Media, September 2013
5
Top 10 Brands by Engagement
slatescore
6
OpenSlate measures and
scores all professionally
produced YouTube channels on
their ability to drive meaningful
interaction with their
audience. Our Engagement
score describes the relative
success of channels in doing so
on a scale of 1-10, with 10
being better.
The SlateScoreTM is on a scale from 1-1000 with
higher being better. Scores of 600 or better are in
the top 3% of all channels in OpenSlate.
Engagement, Consistency and Influence are
calculated on a scale of 1-10 with higher
being better.
© Outrigger Media, September 2013
804
774
809
775
762
742
696
715
716
734
Top ENTERTAINMENT
BRANDS on youtube
Engagement
6
NBA
9.8
Engagement
7.1
Consistency
9.7
Influence
PlayStation
9.8
Engagement
4.4
Consistency
9.6
Influence
TheEllenShow
9.7
Engagement
7.4
Consistency
9.7
Influence
JimmyKimmelLive
9.6
Engagement
5.3
Consistency
9.6
Influence
WWEFanNation
9.6
Engagement
7.2
9.6
4.6
9.5
4.5
9.5
5.3
9.4
Consistency
Influence
BBC
9.6
Engagement
Consistency
Influence
ESPN
9.5
Engagement
Consistency
Influence
TMZ
9.4
Engagement
Consistency
Influence
Nintendo
9.3
Engagement
6.5
Consistency
teamcoco
9.2
Engagement
7.1
Consistency
9.2
Influence
9.2
Influence
6
Mainstream vs YouTube Native
Top ENTERTAINMENT
BRANDS on youtube
The Top 100 entertainment brand channels in our report generate a disproportionate
share of audience and views for the category. They also produce significantly more
content than the Top 100 channels on YouTube overall, with a video count of nearly
double. But without legacy restrictions on their model and with a laser focus on
exploiting the value and scale of the YouTube platform, native channels have a
distinct advantage over mainstream video content producers at driving audience,
which has led to an average of 4x greater views and 7x greater subscribers.
top 100 YouTube
Channels overall
TOTAL MONTHLY VIEWS
Top 100 Entertainment
BRANDS on youtube
6
6
3.7 Billion 1 Billion
vs
TOTAL SUBSCRIBERS
438 Million 65 Million
vs
TOTAL VIDEOS
203,747 392,807
vs
AVERAGE SLATESCORE
724 625
vs
© Outrigger Media, September 2013
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