By Sahil Patel
What might be the biggest opportunity for brands on YouTube? The fact that research continues to show that there is a lot more earned media on the world’s biggest video site than content created and distributed by the brands themselves.
We covered this issue in a recent white paper with Tubular Labs, focusing on specific big-budget advertising verticals, including auto, beauty and luxury, CPG, and gaming. Other studies have focused on the stark differences between earned and owned media on YouTube by laser-focusing on specific verticals. For instance, last February, Pixability released a report stating that only 3% of the 14.9 billion beauty-related video views on YouTube at the time happened on brand-owned channels and content.
So don’t be floored when I tell you that — like beauty — automotive brands are also sorely behind in the YouTube game as well. According to a new study released by Octoly, a YouTube software startup, only 9.9% of all views an automotive brand-related videos were from the brands’ own channels.
The Octoly study ranked 50 international auto brands across all videos and views on all YouTube channels worldwide. By doing this, the study found that auto brands are not exactly complacent on the world’s biggest video site; many operate localized channels in markets where they sell cars. Of the 1,049 YouTube channels managed by auto brands, Ford had the most channels with 48, followed by Audi and Volkswagen with 46 each, according to Octoly.
But as we discussed in our earlier white paper, the auto industry, by and large, seems to focus more on redistributing paid content on YouTube instead of taking advantage of the enormous earned-media footprint it already has.
Among auto brands, BMW leads the way with 4.8 billion lifetime views across both owned and earned media. The company’s 36 branded channels have accumulated 174 million views, or 3.6% of its overall lifetime view count.
As you go down the list, other top brands show similar splits. Ford, which came in second place, saw 95.6% of its 3.6 billion lifetime YouTube views coming from fan-uploaded content. Third-place Chevrolet has 3.3 billion lifetime views, 97.5% of which are via earned media.
Dive into this report if you’re into data about how much more brands can still do on YouTube. Or, if you’re the type of person who likes data presented in a more visual format, here’s an infographic with some interesting stats: