YouTube Marketing Report 
Behind the YouTube Category: 
Outdoor Activities & Adventure Sports 
powered by 
www.touchstorm....
Touchstorm Video Index / Powered by 
One of the biggest “conversations” 
on YouTube is Outdoor Activities & 
Adventure Spo...
Touchstorm Video Index / Powered by 
Like any good conversation, the Adventure 
Sports chatter on YouTube has “topics.” 
D...
Others, about Skateboarding 
Touchstorm Video Index / Powered by 
Others, about Kayaking 
Or Snowboarding 
Or Skydiving
There Are 38 Topics In Touchstorm’s 
Outdoor Activities & Adventure Sports Conversation* 
Geocaching Hot Air Ballooning Hu...
Relative Size of Topics in the 
Outdoor Activities & Adventure Sports Conversation 
Each conversation in the Touchstorm 
V...
Views by Topic 
Touchstorm Video Index / Powered by 
1,807,152,199 
1,364,910,652 
882,596,464 
668,518,354 
550,141,700 
...
Top Performing Topics in Outdoor Activities & Adventure Sports* 
Touchstorm Video Index / Powered by 
6,945,350 
5,975,472...
Brand: A manufacturer that produces a 
tangible product and controls the 
channel. Includes popular brand 
names like Appl...
Average Number of Videos per Channel 
Touchstorm Video Index / Powered by 
592 
477 
379 
258 
231 
216 
191 
188 
186 
18...
TTwo Biggest YouTube Stars in Outdoor Activities & Adventure Sports 
YouTube Star – The King of Views YouTube Star – The K...
The percentage of a channel’s views 
that emanate from the channel’s three 
most popular videos. The lower the 
score the ...
For More Information on Touchstorm 
Touchstorm Video Index / Powered by 
Other Data Available from Touchstorm & Voot® 
To ...
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What are People Watching on YouTube? Outdoor Activities & Adventure Sports is a Major Conversation

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Touchstorm, a technology-based services company that builds video audiences for the world’s best brands, used its powerful Video Index to produce the first comprehensive YouTube report on Outdoor Activities and Adventure Sports. Featuring data from 3,166 YouTube channels across 38 topics, the new report reveals which channels are building a following and mastering the conversation on YouTube. The full report is available for free download at www.touchstorm.com.

The data behind the report pulls from the Touchstorm Video Index and the company’s Voot® analytics software, which appends the YouTube API data with its own proprietary data and algorithms to reveal a channel’s true vitality and health. The result is a look at category and channel details never seen before, with data and analytics on thousands of channels across 38 activity topics ranging from Airsoft, Bushcraft and Parkour, to Camping, Hunting & Fishing, and Skateboarding.

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What are People Watching on YouTube? Outdoor Activities & Adventure Sports is a Major Conversation

  1. 1. YouTube Marketing Report Behind the YouTube Category: Outdoor Activities & Adventure Sports powered by www.touchstorm.com 1
  2. 2. Touchstorm Video Index / Powered by One of the biggest “conversations” on YouTube is Outdoor Activities & Adventure Sports. People love doing them. Even more people love watching them.
  3. 3. Touchstorm Video Index / Powered by Like any good conversation, the Adventure Sports chatter on YouTube has “topics.” Different groups of people are talking about different things. Some are talking about mountain biking.
  4. 4. Others, about Skateboarding Touchstorm Video Index / Powered by Others, about Kayaking Or Snowboarding Or Skydiving
  5. 5. There Are 38 Topics In Touchstorm’s Outdoor Activities & Adventure Sports Conversation* Geocaching Hot Air Ballooning Hunting & Fishing Inline Skating Kayaking, Canoeing Kite Flying Longboarding Mountain Biking Paintball Touchstorm Video Index / Powered by 3,166 Channels in the Touchstorm Video Index for the Outdoor Activities & Adventure Sports conversation, spread across 38 Topics *As of June 6, 2014, as tracked and identified by Touchstorm. 5 Adventure Sports Gear & Apparel Adventure Sports, General Airsoft Base Jumping, Sky Diving, Wingsuits BMX Riding Boating & Sailing Bodyboarding Camping, Hiking, Backpacking Climbing: Rock, Ice, Mountain, Caves Disc Golf Frisbee Hang Gliding, Parasailing, Paramotoring Horseback Riding/Equestrian Sports Scootering Roller Skating, Roller Derby Scuba Diving & Snorkeling Skateboarding Skiing & Snowboarding Slacklining Sled Dog Racing Parkour, Free-Running Surfing Stand Up Paddle Boarding Survival Skills & Bushcraft Trampolining Tricking Waterskiing, Wakeboarding White Water Rafting Windsurfing & Kite Boarding
  6. 6. Relative Size of Topics in the Outdoor Activities & Adventure Sports Conversation Each conversation in the Touchstorm Video Index includes numerous topics. Some topics have fewer channels and small view counts; others have many channels and large view counts. We profile and track every channel in each topic that we can find, as well as those that are self-registered in the Touchstorm Video Index. The biggest topic in Outdoor Activities & Adventure Sports is “Adventure Sports, General,” which includes channels that feature many sports…like X Games and Red Bull. Touchstorm Video Index / Powered by 6 Percent Share of Voice for each Topic in Outdoor Activities & Adventure Sports Paintball Scuba Diving & Snorkeling Adventure Sports, General Hang Gliding, Parasailing, Paramotoring Hunting & Fishing Skiing & Snowboarding BMX Riding Frisbee Mountain Biking Boating & Sailing Adventure Sports Gear & Apparel Horseback Riding / Equestrian Sports Camping, Hiking, Backpacking Parkour, Free- Running Base Jumping, Sky Diving, Wingsuits Scootering Climbing: Rock, Ice, Mountain, Caves Bodyboarding Inline Skating Windsurfing & Kite Boarding Tricking Surfing Water Skiing, Wakeboarding Survival Skills & Bushcraft Skateboarding Airsoft Longboarding Disc Golf Geocaching Kayaking, Canoeing Slacklining Roller Skating, Roller Derby Stand Up Paddle Boarding Kite Flying Sled Dog Racing White Water Rafting Trampolining Hot Air Ballooning 22% 17% 8-11% 4-7% 2-3% 1-2% <1%
  7. 7. Views by Topic Touchstorm Video Index / Powered by 1,807,152,199 1,364,910,652 882,596,464 668,518,354 550,141,700 371,667,628 344,395,022 245,005,819 234,176,431 193,383,533 175,010,013 158,283,635 141,580,975 134,848,542 133,665,438 107,633,665 96,334,114 85,732,931 68,576,103 44,278,452 35,074,341 31,385,304 27,172,397 25,240,391 24,503,682 23,224,363 22,216,303 16,907,770 14,021,860 13,752,901 13,639,158 7,524,526 6,186,321 4,749,631 4,389,238 2,110,653 1,986,025 1,240,438 Adventure Sports, General Skateboarding Survival Skills & Bushcraft Airsoft Hunting & Fishing Adventure Sports Gear & Apparel Skiing & Snowboarding BMX Riding Longboarding Paintball Surfing Parkour, Freerunning Camping, Hiking, Backpacking Boating and Sailing Mountain Biking Frisbee Base Jumping, Sky Diving, Wingsuit Flying Horseback Riding/Equestrian Sports Climbing: Rock, Ice, Mountain, Caves Scootering Scuba Diving & Snorkeling Trampolining Windsurfing & Kiteboarding Hang-gliding, Paragliding, Paramotoring Bodyboarding Inline Skating Water Skiing, Wakeboarding Tricking Disc Golf Geocaching Kayaking, Canoeing Slacklining Roller Skating, Roller Derby Stand Up Paddle Boarding (SUP) Kiteflying Sled Dog Racing White Water Rafting Hot Air Ballooning What are the most popular topics in Outdoor Activities & Adventure Sports? You’d probably expect that Skateboarding and Adventure Sports, General (which is where Red Bull and GoPro live) would be extremely popular. But most of us at Touchstorm were completely taken aback by the immense popularity of Airsoft and Bushcraft, which we hardly knew existed. That’s the beauty of YouTube…it’s a mirror of society. The Touchstorm Video Index helps you see what’s in that mirror, shining a bright light into YouTube’s dark corners to tell us what people are really up to. Powerful stuff for helping you target your Social Media conversations. www.touchstorm.com 7
  8. 8. Top Performing Topics in Outdoor Activities & Adventure Sports* Touchstorm Video Index / Powered by 6,945,350 5,975,472 2,438,853 2,391,128 1,369,908 1,298,359 1,234,507 1,093,912 1,073,675 766,617 Adventure Sports, General Skateboarding Airsoft Survival Skills & Bushcraft Longboarding Hunting & Fishing Skiing & Snowboarding Parkour, Freerunning BMX Riding Frisbee 7,102 6,825 6,818 5,845 4,839 4,807 4,751 4,374 4,354 4,311 Frisbee Parkour, Freerunning Bodyboarding Longboarding Geocaching Scootering Tricking BMX Biking Skateboarding Disc Golf Topics with the Most Videos Topics with the Highest Passion Indices Topics with the Most Subscribers Topics with the Best Conversion Rates 49,116 45,325 44,788 38,487 37,266 23,473 23,210 22,120 20,646 17,793 Hunting & Fishing Adventure Sports Gear & Apparel Skiing & Snowboarding Base Jumping, Sky Diving, Wingsuit Flying Skateboarding Camping, Hiking, Backpacking Boating and Sailing Horseback Riding/Equestrian Sports Airsoft Adventure Sports, General 222 204 165 135 134 118 114 117 114 107 Parkour, Freerunning Tricking Skateboarding Frisbee Scootering Horseback Riding/Equestrian Sports BMX Riding Geocaching Longboarding Trampolining *Definitions of these metrics can be found on page 12. 8
  9. 9. Brand: A manufacturer that produces a tangible product and controls the channel. Includes popular brand names like Apple and lesser known OEM manufacturers. Retailer: A brick and mortar store or e-commerce site that buys products made by others and sells them to consumers. Companies that make and sell all of their own products are classified as brands. Service Provider: An entity that sells intangibles like know how, advice and middleman services like distribution. Includes airlines, hotels, consulting firms, attorneys, and health care providers. Touchstorm Video Index / Powered by Brands 37% TV and Cable Networks 10% Content Brands 13% Entertainment Entities 4% Institutions 1% Retailers 7% YouTube Stars Service Providers 2% Users 11% 15% Entertainment: Entities that attract a crowd and owe their fame to vehicles other than YouTube. Includes celebrities, major motion pictures, movie studios, pro sports teams and leagues, event venues, resorts, destinations, events and concert tours. Institution: Associations, non-profits, clubs, schools, governing bodies, state-sponsored athletic teams, tourism boards and others who are making content for cause related, issues based, industry promotion, fund raising, or economic development aims. YouTube Star: An individual or duo whose fame was achieved on YouTube, and who meets our view and subscriber criteria. User: An everyday Joe or Jill who self-produces videos and has not yet achieved enough audience mass to qualify as a YouTube star. TV Network: A content company whose audience and primary source of revenue results from owning a broadcast or cable TV channel. TV Networks often don’t make their own content; they feature multiple programs created by various producers. Includes NBC, Discovery, and Syfy. Content Brand: Companies and communities that make professional video content. They’re distinguished by a clear content brand name and a revenue source other than YouTube, like distribution or a website that sells the content or the advertising around the content. Includes old line print media like the New York Times or Time, TV shows like Running Wild with Bear Grylls, and digital-era content makers like Netflix and Howdini. Views by Producer Type* www.touchstorm.com 9 In the Outdoor Activities & Adventure Sports conversation, Brands are dominating the views. *Touchstorm tracks nine types of content makers, creating a distinction between “who you are” and “what you’re talking about.” Example: Red Bull is not an Adventure Sports equipment brand, but yet, is an energy drink brand talking about Adventure Sports. The TVi lets us compare Red Bull to anyone talking about Adventure Sports, or to all the other Energy Drinks/Beverages, or to all brands on YouTube.
  10. 10. Average Number of Videos per Channel Touchstorm Video Index / Powered by 592 477 379 258 231 216 191 188 186 181 175 166 161 114 114 106 106 105 85 77 75 70 68 63 58 56 52 52 51 47 44 43 41 38 36 34 32 18 Base Jumping, Sky Diving, Wingsuit… Adventure Sports Gear & Apparel Adventure Sports, General Surfing Paintball Skiing & Snowboarding Hunting & Fishing Survival Skills & Bushcraft BMX Riding Airsoft Water Skiing, Wakeboarding Camping, Hiking, Backpacking Horseback Riding/Equestrian Sports Inline Skating Windsurfing & Kiteboarding Scuba Diving & Snorkeling Boating and Sailing Skateboarding Mountain Biking Climbing: Rock, Ice, Mountain, Caves Geocaching Sled Dog Racing Frisbee Disc Golf Trampolining Kayaking, Canoeing White Water Rafting Tricking Hang-gliding, Paragliding,… Scootering Parkour, Freerunning Longboarding Roller Skating, Roller Derby Bodyboarding Stand Up Paddle Boarding (SUP) Slacklining Kiteflying Hot Air Ballooning Channels in the Base Jumping, Sky Diving, Wingsuits topic post more videos per channel than any other topic — an average of 592 videos per channel. It’s no coincidence that the topics winning the most views are also the topics where the channels have a lot of videos. In the entire conversation of Outdoor Activities & Adventure Sports, the average channel has posted 138 videos. Anyone looking to succeed in the Outdoor Activities & Adventure Sports conversation would be wise to note that winning channels tend to have more videos than the averages shown here. For example, this chart tells us that the average Airsoft channel has 181 videos. However, the top channel for Airsoft views (scoutthedoggie) has 491 videos…significantly higher than average. Regarding upload frequency, the more successful channels in this conversation tend to upload content a minimum of once every two weeks, and a maximum of three times a week. www.touchstorm.com 10
  11. 11. TTwo Biggest YouTube Stars in Outdoor Activities & Adventure Sports YouTube Star – The King of Views YouTube Star – The King of Subscribers Touchstorm Video Index / Powered by Topic: Airsoft YouTube Channel URL: scoutthedoggie Home Country: Scotland Videos: 491 Views: 142,277,474 Subscribers: 421,250 Conversion Rate: 2,961 Views Per Video: 289,771 Passion Index: 89 (11% below average) Topic: Frisbee YouTube Channel URL: brodiesmith21 Home Country: United States Videos: 185 Views: 75,652,182 Subscribers: 637,115 Conversion Rate: 8,422 Views Per Video: 408,931 Passion Index: 145 (45% above average) www.touchstorm.com 11 To see all of the Top Channels in the Outdoor Activities & Adventure Sports conversation, visit http://www.touchstorm.com/touchstorm-video-index-2014-june-special-report
  12. 12. The percentage of a channel’s views that emanate from the channel’s three most popular videos. The lower the score the better. When channels have 70% or more of their views coming from their Top 3 videos, it’s usually due to one of two things, neither of which is good for channel health: one, the channel had a “one-hit-wonder,” which it hasn’t been able to replicate, which is bad for audience growth and subscriber conversion, or, two, it’s a brand that used the video(s) as pre-roll, focusing ad budgets on very few pieces of creative, which isn’t good for passion and conversion. The View Density score helps minimize these unnatural viewing patterns from the TVi results. Touchstorm Video Index / Powered by GOOD CHANNEL “Good channel practices” means many things, but current TVi scoring is primarily concerned with the frequency of video uploading, and whether or not videos have been taken down. The healthiest channels upload content constantly — once a week or even more, and usually at a cadence of the same day(s) of the week. On the other hand, taking down videos — a practice which can’t always be helped — is damaging to channel health in more ways than one. Not only does YouTube deduct the view counts attributed to those videos, but our testing shows that velocity (a key factor driving the visibility that attracts audience) decreases. Indicates how successful the brand is at converting viewers to subscribers. Touchstorm expresses this idea as Subscribers per Million Views, or Subs/MMV. Building audience is different than building views. Conversion is something the YouTube Stars have mastered — their Conversion Rates are almost always the highest in any analysis. They’ve figured out how to make the content their audience wants, and how to market that content to draw a loyal following. When a consumer likes a video, they express it by pressing the Like button. The average rate of “liking” on YouTube is similar to that of banner ad clicks — it typically runs less than one-half of one percent. Some videos, channels and topics generate a much higher Like rate. For each Topic, Conversation, and Theme, Touchstorm determines the average Like rate and normalizes it to an Index of 100, so that videos and channels in that competitive set can be judged on relative Likeability. The highest indexes indicate very Positive Passion for the content. VIEW DENSITY CONVERSION PRACTICES POSITIVE PASSION www.touchstorm.com 12 Definitions of Some Key Metrics Included in the TVi Score
  13. 13. For More Information on Touchstorm Touchstorm Video Index / Powered by Other Data Available from Touchstorm & Voot® To download the full Outdoor Activities & Adventure Sports report (Free) http://www.touchstorm.com/touchstorm-video-index-2014-june-special-report To Get a Channel Listed in The Touchstorm Video Index (Free) tvi.touchstorm.com To Receive a Channel Report featuring performance and competitive insights (Free) tvi.touchstorm.com To View YouTube Ratings for any Topic, Conversation or Theme COMING SOON! To Pick Up TVi Score Badges (winning channels in this report) COMING SOON! To get a Beta subscription for VOOT channel management software Click “Request an Invitation” on app.voot.net To Inquire about Touchstorm YouTube Audience Development and Video Syndication Services for Big Brands…including custom data not publicly available jbibeau@touchstorm.com About Touchstorm Touchstorm is a technology-based services company that builds video audiences for the world’s largest brands. To accomplish its vision of helping brands break out of the advertising box through content creation, the company grows YouTube channels exponentially, delivering organic views and subscribers. The company’s robust editorial distribution network syndicates content that runs center of the page, and its native video solution, Arena, drives engagement scores significantly above industry benchmarks. Touchstorm uses a suite of software technologies to identify content holes and build brand audiences at scale, including Voot® and Scoop™. The company also produces videos for some of the world’s biggest brands, and its Touchstorm Video Index showcases the most effective videos at building audiences for brands. www.touchstorm.com 13

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