Publishers, Influencers, & Video
Being that our firm works with digital video on an almost daily basis, we do a lot of reading and research on the platform. Digital Video is growing at a rapid pace and the platforms that deliver the media is ever changing as well. Recently we came across some interesting statistics we wanted to share. Consumers will dramatically increase their overall time spent watching digital video from the rest of this year to 2021. That is a given. A data based company called Activate recently evaluated extensive data on creators with over 10 million views on YouTube and found that 24% of these creators account for 71% of views. Over on Facebook, 26% of creators account for 77% of views. Both of these groups of top creators have over 50 million views on these social video platforms. Activate’s analysis of the data confirms that influencers and media companies make up 97% of YouTube views in this group of top video creators with more than 50 million views. And 98% of Facebook views come from influencers and media companies. Brands only make up 3% of the views on these platforms. Influencers are defined as personalities, celebrities or public figures with significant social presence. Media companies are defined as organizations whose primary business model is in production and/or distribution of content. This includes some professional influencer entities that have moved upstream.
How Brands Can Find the Right Content Partners to Work With
The data shows that there is a greater ratio of influencers to media companies on YouTube (83% influencers to 17% media companies) and a roughly even ratio on Facebook (52% influencers to 48% media companies). So, if brands are looking for the right content partner to reach the right audience, and get more engagement for less spend, then they need to look in different categories on different platforms.
Activate analyzed the top five YouTube influencers by subscribers in four categories: How-to & Style People & Blogs Comedy & Entertainmen and Gaming. They concluded: Top web video influencers range across content areas and platforms. Combined, these influencers have over 70 billion views on YouTube. And all of these influencers have a strong presence on a second platform, ranging from Instagram (13) or Twitch (5) to Facebook (2). Activate also analyzed data for the top U.S. media company creators on YouTube and found 49% are in the Entertainment category 22% are in Music & Dance and 9% are in News & Politics.
Next, Activate analyzed for the top U.S. media company creators on Facebook and found 61% are in the Entertainment category and 10% are in News & Politics Web video platforms satisfy different content preferences along with media companies which will need to play to each platform’s strengths. Their analysis extends beyond YouTube, Facebook, and Twitch; it includes Instagram and Snapchat, too.
The research summarizes that attracting theses these creators and to capture user attention, web video platforms are attempting to move into each others’ turfs.” So, watch initiatives like YouTube Red, YouTube Live, YouTube TV, Facebook Live, and Facebook Watch like a hawk. The video segmentation matrix is shifting almost in real time i.e. day to day.
Social Video and the Shift to Live-streaming
Activate also analyzed live streaming. The medium has exhibited rapid growth in views and time spent. It shows Twitch, a subsidiary of Amazon.com, as the leader in this category (with 743,000 average live streaming viewers), followed by YouTube Live (with 318,000), Facebook Live (with 61,000), and Periscope (with 23,000. Activate also predicts” Live-streaming creators will use crowdfunding platforms, such as Patreon, to monetize directly through fans. The data given to Activate was provided by Tublar Insight Labs.
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