Or can brands really gain value.
Welcome to the BHC Bulletin…news from mediaville and beyond….
If you are a regular reader of the Bulletin you know we have a huge interest in YouTube. The audience is there and so are our clients and partners.
We pay a close interest and this week there has been some real deep-down analysis of who is watching what on YT by BARB – the UK audience measuring company.
And it makes fascinating reading and has created a great deal of analysis. But like all views – many should come with a pinch of salt.
YT has for a long time now positioned itself as the future of television – if this research shows anything maybe YT is the future of babysitting!!!
Look at this chart from BARB:
Ok – a microsecond read shows its mainly kids shows. Nothing wrong with that – but it’s a clear look at where the volume is viewing.
The chart shows the top 20 channels, the top 200 were surveys, but that info is only available to subscribers of the service who pay.
Those that have seen it say as C21 reported:
“The overall list also features channels from sports bodies like FIFA and WWE, UK and international news and politics such as Fox News and Times News, entertainment like Doctor Who and Warner Bros Entertainment and popular YouTubers such as MrBeast, Sidemen and Topper Guild2.
To choose the 200 YouTube channels, Barb worked with SeeViews, an independent business that specialises in planning ad campaigns on YouTube.
The selection was primarily based on volumes of viewing and considered whether the channels meet industry-agreed standards for brand safety. The weekly report doesn’t feature YouTube channels operated by TV companies, as Barb includes this viewing in the audience figures it reports for such firms, which it began doing in 2021.”
So, what else can we take from this – well it shows how vast You Tube and the video world is. This data represents only 0.3% of viewing. You Tube (and all other VoD platform have long-tails of content!)
Full article here:
But here’s a real gem from The Media Leaders article on this:
“Take MrBeast. He’s YouTube royalty, with 400M+ subscribers… But the perception vs reality is stark. In the UK, his channel reaches just 319,000 weekly TV viewers (4+), almost exactly the same as BBC3 Parliament.”
Full article here:
https://uk.themedialeader.com/barb-lifts-the-lid-on-youtubes-viewership-reality/
So is You Tube really television?
I think the question is now irrelevant – programming, long form, short form, professional or user generated is everywhere.
The tech has made the boundaries close to impossible to define.
So why the Bulletin on this – well for our clients, cutting out the gatekeeper of commissioners and editors is vital to reach the audience. We encourage all clients to experiment with video content; some take to it naturally, others with our guidance find their voice.
The old phrase about turning up is vital – you can’t post 10 videos and go home, it’s a routine, daily, weekly, monthly episodic – it depends on the client, the industry and the message.
We work with library owners and get their archive in front of a new audience. One recent project has fabulous documentaries shown only once on TV but now being viewed around the world on TY and being monetized.
Other businesses are now getting emails from around the world trying to source good or services.
Is You Tube TV – yes and no – but its sure good for business who are confident with content.
If you want to learn more visit us at: www.beechhillconsultancy.com
More soon from the BHC Bulletin, for now enjoy the rest of the summer.