YouTube Channel Growth How Native Content Strategies Will Underpin Success
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The 20,000 Foot View
YouTube’s first decade established the video category that is still widely referred to as short form video, even though it is only music videos that any longer cling religiously to the few minutes format. Ten years on, YouTube’s channel hierarchy is emerging not just as the key navigation interface but also the foundation of a new content creator ecosystem. Alongside music, native YouTube creators are the fastest growing category of channels and dominate site revenue views and subscribers.
Key Findings
- The fastest YouTube channels in the three from December 2014 to February were all YouTube native creators music artists
- The YouTube landscape is changing – music for of the top YouTube but only of the fastest
- PewDiePie and Swift grew fastest, both have Digital Native appeal
- These two added new subscribers at a nearly double that of the top ten channels
- YouTube native and artists dominate YouTube channel
- Despite dynamic YouTube native creators still only for just over a quarter views of US consumers are YouTube channel subscribers, of whom have been subscribed for a year or more
- YouTube subscribers young but are far from Digital Natives, with penetration rising among under but a third to year olds also subscribe
- Channel success increasingly depend on using the creator play book
Companies mentioned: YouTube, Vessel, Smile Time, Netflix, BBC, Hulu, Facebook, Twitter, twitch