By Sahil Patel
YouTube may be a pretty large infotainment hub — as evidenced by the success of how-to content on the site — but it’s also a place where a lot of people go to get entertained. The biggest video platform on the planet offers the widest selection of content — everything from original web series to movie trailers to, yes, even dogs riding around on skateboards. There’s no shortage of video clips, and regardless of what your interests are, you will be able to find something new and entertaining every time you’re on the site.
That’s good news for creators who want to build an audience online, but aren’t necessarily confined to one category. It’s also good news for brands searching for different influential voices to partner with on the site.
“Content has moved into a new phase of editor deregulation. Digital video in particular has moved from UGC memes to consistently compelling content, and brands would do well to partner with the promising entertainers in this space,” says Will Phipps, VP/group director, connections planning, for DigitasLBi. “For instance, look at Lenovo’s successful video spoof with The Onion* — the audience has grown each episode and few TV networks can claim that.”
Aside from The Onion, though, what are some other channels in the entertainment category that are demonstrating some serious growth and influence on YouTube? Thanks to our partnership with Outrigger Media and DigitasLBi, and data from Outrigger’s OpenSlate platform** (and its Emerging Talent Tracker tool), we are able to determine exactly that.
So here are the top five emerging channels in the entertainment category on YouTube***, ranked from fifth-to-first in terms of their respective SlateScore.
- SlateScore: 492
- Subs: 96,146
- Monthly Views: 891,720
From Ampisound, a production house focusing exclusively on parkour and freerunning videos set to music, this channel is truly unlike any other. Traceurelements shows off some of the most impressive stunts performed by some of the most talented urban acrobats you’ve ever seen. Watch one video and you’ll easily find yourself watching dozens more, losing track of the time along the way. And you won’t be the only one — per OpenSlate, the channel ranks 8.3/10 in engagement and 8.5/10 in influence. The only metric that it can really improve on is consistency (6.1/10), though with the kinds of stunts performed by the athletes in the videos, you’ll be more than OK with giving them a pass.
4. Stuff Mom Never Told You
- SlateScore: 520
- Subs: 24,341
- Monthly Views: 312,180
With a catchy name like Stuff Mom Never Told You, no wonder this channel measures 8.5/10 in terms of influence. From TestTube, Discovery Digital Networks’ online video network focusing on scientific and informative content, “Stuff Mom Never Told You” is a series hosted by Cristen Conger. It’s one of several different channels built by Discovery around its popular “Stuff” blogs/brand, which includes extensions like How Stuff Works. Here, Conger tells you everything you need to know about things like human bodies and the female brain, as well as interesting facts tied to trending stories and of the day. For instance, if you’re a brand and Black Friday happens to be a big day for you, it might make sense to advertise or partner with the channel on a video like this. After all, the channel measures 8.5/10 in influence.
3. Conspiracy Stuff
- SlateScore: 601
- Subs: 91,764
- Monthly Views: 999,420
TestTube strikes again with another Stuff-branded series called “Stuff They Don’t Want You To Know.” Who’s they, you ask? They’re everybody who wants to keep the truth from coming out — the government, your grandma, the shady neighbor down the block whose house no one goes to on Halloween. This channel is exactly for that as hosts Ben Bowlin and Matt Frederick uncover the true facts behind UFOs, the future of civilization, and other government secrets. New videos roll out three times a week (Mondays, Wednesdays, and Fridays), and if you want an idea of how important this channel is becoming, it’s one of the few to top 8/10 across OpenSlate’s measures of engagement (8.4), consistency (8.3), and influence (8.8).
2. NerdCubed — In Real Life
- SlateScore: 608
- Subs: 237,656
- Monthly Views: 1.35 million
NerdCubed — In Real Life is an entertainment channel for nerds, offering a variety of content from gaming-centric vlogs to comedic sketches to interviews with famous nerd heroes like Steven Moffat (“Dr. Who,” “Sherlock”). The channel belongs to the NerdCubed network, which includes NerdCubed Gaming and DadCubed. With such a heavy emphasis on gaming and fanboy content, you shouldn’t be all that surprised that all three channels are part of Machinima’s entertainment network on YouTube. To give you an idea of how impressive the growth is for the In Real Life channel, it’s brought in over 10,000 new subscribers in the past few days alone, topping 250,000 by press time.
1. Teen Vogue
- SlateScore: 609
- Subs: 81,972
- Monthly Views: 2.3 million
2013 was a big year for Conde Nast, which via its Conde Nast Entertainment division debuted an online video network devoted to original programming themed around its many publishing brands. One of the channels was for Teen Vogue, which is geared toward producing fashion and style-centric entertainment content for teens — the core demo for marketers on YouTube. So it’s good news for CNE that Teen Vogue’s channel is one of the hottest in the entertainment category. It scores a whopping 9.1/10 in terms of influence, with an average of 2.3 million monthly views. Then again that shouldn’t be too much of a surprise, considering the audience the channel caters to.
* DigitasLBi worked with Lenovo (client) and The Onion on “Tough Season,” a web series that spoofed fantasy football culture, which is what Phipps is referring to.
** OpenSlate is a video analytics platform producing targetable data about the nature and quality of content on YouTube. The SlateScore is a uniform quality rating based on measures of engagement, consistency, influence and momentum. It’s on a scale of 1–1000, with 1000 being better and the average usually around 300.
*** OpenSlate data is as of Tuesday, November 26.