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 s & C N ha et n w ne or ls ks S & tud Sp Film ios s O ort rg s an Te iz am at s io & ns Vi de & o Co Ga ns m ol es es 0 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 st dc a oa Br x Fo 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 7