Surprise, Surprise: Personality-Driven TV Shows Find Success on YouTube

/ Sep 10, 2013

ellenshow

How do traditional entertainment brands fare on YouTube? According to a new report released by Outrigger Media, which analyzed more than 616,000 videos from 375 entertainment marketers across TV, sports, film, and gaming, the top 100 entertainment brands on YouTube generate more than 1.3 billion views each month and reach a total of 74 million subscribers.

The study broke these traditional entertainment channels on YouTube into five categories and supplied the top channels/brands within each category. The rankings are determined by Outrigger’s OpenSlate score, which measures a professionally produced YouTube channel’s ability to attract, engage, and “influence” its audience. They are as follows:

TV Shows: “The Ellen Show,” “Jimmy Kimmel Live,” “Top Gear,” “The X Factor” (US), and “The X Factor” (UK).
TV Channels & Networks: National Geographic, Comedy Central, BBC, ESPN, and Disney Channel (Latin America).
Studios & Films: Marvel Entertainment, Warner Bros., Disney/Pixar, Muppets Studio, and UTV Motion Pictures.
Sports Teams & Organizations: NBA, WWE, UFC, Real Madrid, and the Olympics’ official channel.
Video Games & Consoles: PlayStation, “Call of Duty,” Rockstar Games, “Battlefield,” and “Assassin’s Creed.”

Per the data, branded TV shows generated two or three times more views and subscribers on YouTube when compared to the other categories. And within the TV show category, reality/competition series and talk shows accounted for 64% of the channels on YouTube. What’s more, channels for reality/competition series and talks shows represented 49% and 41% of views in the TV show category, respectively.

outriggermediaresearch1

In other words, personality-driven TV shows have the most success on YouTube, which isn’t all that surprising, is it?

“The Ellen Show,” as personality-driven as anything else on TV, was the most successful channel in terms of generating views and subscribers, according to Outrigger, which says the show’s 6.5 million subscribers are the product of publishing 8-10 clips a day when the show is in production, and even one or two per day when the show isn’t in production.

Here are some other interesting findings from the report:

  • The top 10 mainstream TV shows average 36 million views a month and have on average 2 million subscribers.
  • When ranked by views, TV shows account for 11 of the top 20 traditional entertainment channels on YouTube.
  • While most of the TV shows only publish repurposed clips, some, like “Late Night with Jimmy Fallon,” do offer original/exclusive content not available on other platforms.
  • Only five of the top entertainment channels, as defined by this report, show up in Outrigger’s overall top 100 YouTube channel rankings, which obviously means that there is a lot of room for improvement.
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