Top Five Emerging Automotive Channels on YouTube

/ Mar 10, 2014


According to Andrew Makins, VP/director, marketing of DigitasLBi, “Automotive brands are now partnering more than ever with content creators who have a built-in audience to co-produce content.” To highlight that trend, and point out more opportunities for advertisers to pair up with car-loving creators on YouTube, we are presenting the top five emerging YouTube channels showcasing cars, brought to you by the people who love and hate them.

From channels that serve directly as an advertising branch for a certain brand to those that feature a number of different vehicles, the internet’s car niche is expanding to make automotive footage fun and relatable for a wider audience. Automotive brands working with online video producers allow them to create content that “not only highlights their product, but resonates with the audience, as well,” explains Makins. “It’s a strategy that allows brands to be timely and relevant outside their typical channels and to have greater emotional impact outside the traditional broadcast spot.”

So here you have them, the top five emerging automotive channels on YouTube thanks to the good people over at DigitisLBi and Outrigger Media, whose Emerging Talent Tracker tool provides us with the data to determine who’s hot and getting hotter. The following channels may inspire you to embrace your mid-life crisis and buy that long-desired Aston Martin, or they may just make you realize your underlying passion for life in the fast lane. In ascending order, find how to bring the auto garage to your most used digital device:

5. Xthedriverx

Subs: 8,268
Monthly views: 331,200
SlateScore: 400

“The Driver” posts weekly footage of high performance sports cars, featuring different, seriously fast vehicles in every video. Picture lots of slow, visceral close-ups mixed with some straightforward explanation on how these cars achieve such impressive high speeds.

4. RenaultFrance

Subs: 3,882
MV: 2,334,720
SlateScore: 498

This French YouTube channel grants you 1,000 videos of people riding in Renault’s electric cars. Along with these short-but-sweet clips, “Renault France” provides a number of other car-related playlists that will keep you hooked as long as you can understand/tolerate trying to understand French.

3. Carthrottle

Subs: 89,765
MV: 1,451,340
SlateScore: 505

Targeting a younger audience, Carthrottle showcases the best of high performance vehicles via the “listicle” format that’s become so prevalent on the internet. From “7 Reasons Why You Need To Own A BMW E46 M3” to “10 Reasons Why You Should Become a Van Driver,” the channel’s videos contain fun annotations and a soundtrack that will keep you interested even if you’re not a “car person.”

2. RegularCars

Subs: 58,930
MV: 1,026,480
SlateScore: 505

These self-described “regular” car reviews use actual poetry to tell you about the cars that, well, regular Joe’s and Josephine’s drive. From hilarious comparisons to “a sunburnt Atlantic City escort layering on foundation and mortgaging her reputation to continue a lifestyle enjoyed a decade ago” to revealing near ancient horsepower stats, “Regular Car Reviews” tell the stories behind our very first cars in a lol-inducing manner.

1. JaguarUSA

Subs: 14,525
MV: 1,650,780
SlateScore: 566

Jaguar USA sounds like what it is: a YouTube channel exalting the prowess of one of history’s most impressive automotive feats. With an emphasis on creating something “alive,” the makers of the Jaguar now have plenty of online videos to seduce viewers with a passion for sensuality, power, and speed…when it comes to their automobiles, of course.

“Embedding disabled be request” for this channel, but here’s a link to one of our favorite videos.

Emerging channels data comes from the Emerging Tracker Tool from OpenSlate, a YouTube analytics platform created by Outrigger Media. Data for the top emerging winter sports channels is as of March 9, 2014.


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