Video marketing company Pixability’s newly released study measuring YouTube activity for the Top 100 Global Brands reveals that the top performers are publishing approximately 78 videos per month, with media companies like MTV, Thomson Reuters and Disney posting upwards of 500 videos per month.
According to the study, YouTube video publishing rates for the Top 100 Global brands have increased an average of 73 percent annually since 2009. The total number of uploads for the same group of companies has grown from a few dozen published in 2005 to more than 10,000 cumulative videos published in a single month last year.
Currently, the Top 100 Brands have generated 9.5 billion collective video views and over 258,00 video uploads. As the upward trends for YouTube videos continue to grow, projections show that the top brands will likely invest in more than one million new YouTube videos by 2015.
The research showed that adding new video content is more beneficial than creating additional YouTube channels. With 50 percent more videos, the top performing brands proved there was a definitive correlation between the number of videos produced and the total amount of views the videos received.
Along with publishing more videos, the top performing 25 percent of the 100 Global Brands achieved 330 times greater video sharing on Facebook and 89 times more video sharing on Twitter than the bottom 25 percentile. They also maintained twice the number of playlists and video tags for optimal SEO optimization on YouTube. Of the leading performers, Disney earned over 1.8 billion collective video views with more than 15,000 video assets across its 41 YouTube channels.
The study found that 56 of the Top 100 global Brands have 10 or more YouTube channels. Seventeen of the 100 brands use less than 50 percent of their channels; and, 37 percent of the channels have not been updated with fresh content in more than 120 days.
Over 50 percent of the videos produced by the Top 100 Brands have less than 1,000 views.
As the following list shows, “When you examine the list of the Top 100 Global Brands with the highest amount of channels, they aren’t necessarily those with the highest view rank.”
The study findings also showed that YouTube videos have a much longer shelf life when compared to other social media posts, with the average video receiving 40 percent of total views during the first three weeks, and 30 percent of total views happening between four and twelve weeks after the original publishing date. After twelve weeks and up to a year, a YouTube video will accumulate another third of its views.
Other key findings revealed that of the more than a quarter million videos published by the Top 100 Global Brands, only 1,300 of the videos earned more than one million views.