Top brands' YouTube use up sharply, but marketing lags

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Cambridge, Mass.—Almost all the top 100 global brands have built strong video presences on YouTube, but many of those channels fail to reach their intended audiences, according to a study by video marketing company Pixability Inc. According to the company's “Top 100 Global Brands: Key Lessons for Success on YouTube,” video publishing rates among the world's largest companies have increased an annual average of 73% since 2009, with the number of videos now up to 258,000 across 1,378 YouTube channels. However, more than half of those videos have received fewer than 1,000 views, which Pixability attributed to a greater focus on video production than on video marketing. Many of the top brands struggle with keeping their channels active, with 37% of their YouTube channels not updated in the previous 120 days, and with a substantial proportion of channels completely inactive, according to the study.
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