Jul 242012
 

Now, there are three data points that are publicly available for developing a lousy scale for YouTube brand channels: video views, subscribers, and uploaded videos.

I quickly decided against using “video views.” This seems like a more appropriate metric for comparing individual YouTube videos.

“Subscribers” is a more appropriate metric for comparing YouTube channels. Users subscribe to channels to receive updates and stay informed when something new occurs. Subscribers are consistently more engaged with a brand’s content and watch a brand’s videos on a regular basis.

VidStatsX provides a list of the top 2,000 most-subscribed YouTube channels. It also provides lists of the top 100 most-subscribed YouTube channels in 16 categories.

But, some YouTube brand channels were launched earlier than others, giving them a head start in adding subscribers. And is a channel lousy simply because it hasn’t made it to one of these lists yet?

On May 20, 2012, the YouTube Blog said there were “tens of millions of channels on YouTube.” So, even if a YouTube brand channel doesn’t make it to bottom of the top 100 most-subscribed YouTube channel’s list in its category, it might still be pretty good.

This is where “uploaded videos” factors into the lousy scale.

A very good YouTube brand channel should be able to generate more subscribers per uploaded video than other channels in its category. This means that a really bad — or lousy — channel would be one that has generated fewer subscribers per uploaded video than its competitors.

This methodology lets you calculate the equivalent of the batting average for a YouTube brand channel.

A pretty lousy branded YouTube channel in the auto and vehicle category

To take my new lousy scale out for a test drive, I started in YouTube’s automotive category. To my surprise, here’s what I found:

 Brand  Subscribers  Videos  Subscribers/Video

Audi Deutschland  95,173  893  106.6

Chevrolet  81,799  1,321  61.9

Mercedes-Benz  72,126  112  644.0

Ford  68,966  347  198.7

Honda  68,018  289  235.4

Cadillac  43,762  198  221.0

Hyundai USA  40,256  333  120.9

Toyota Deutschland  39,651  214  185.3

Volkswagen USA  36,535  211  173.2

Buick  2,059  434  4.7

Based on this data, Buick’s branded YouTube channel is pretty lousy. It has the lowest number of subscribers per video in the autos and vehicles category. By comparison, the Mercedes-Benz channel has generated 137 times more subscribers per video.

MORE:  3 lousy branded YouTube channels

 


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