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How to Achieve Global Online Video Success from Europe
1.
How to achieve
global online video success from Europe! Denis Crushell, VP of Europe Tubular Labs April 8, 2017
2.
© 2017 Tubular
Labs 2 European content creators export over 48% of their content outside of their home country on YouTube
3.
© 2017 Tubular
Labs 3 What European Countries are the most successful exporters of video on YouTube? Source (According to Tubular's Methodology): Based on fans who engaged with YouTube videos with more than 100k views uploaded by top 10k creators in each country (ranked by January 2017 cross-platform views). Analysis for last 90 days as of 3/7/17.
4.
The European Countries
receiving the most views globally © 2017 Tubular Labs 4 Source (According to Tubular's Methodology): YouTube views from videos w/ more than 50k views as of 3/29/17 by top 10,000 YouTube creators from each country (by YouTube views) in February 2017
5.
© 2015 Tubular
Labs Audience location of users based on a sample of top 1,000,000 videos in the last 90 days 5 United States Brazil Russia United Kingdom Germany Mexico Canada Poland France Spain Source: Analyzed the top 1,000,000 videos on the platform from April 7th 2017 from the prior 90 days. This is the audience breakdown according to our panel of YouTube users.
6.
© 2017 Tubular
Labs 6 The UK - YouTube’s largest exporter Source: Based on fans who engaged with YouTube videos with more than 100k views uploaded by top 10k creators in each country (ranked by January 2017 cross-platform views). Analysis for last 90 days as of 3/7/17.
7.
© 2017 Tubular
Labs 7 What countries consume European content? Source (According to Tubular's Methodology): Based on fans who engaged with YouTube videos with more than 100k views uploaded by top 10k creators in each country (ranked by January 2017 cross-platform views). Analysis for last 90 days as of 3/7/17.
8.
© 2017 Tubular
Labs 8 Source (According to Tubular's Methodology): Based on YouTube views from creators with more than 500k YouTube views from each country in the month of February 2017. What language do the top creators speak?
9.
© 2017 Tubular
Labs 9 Source (According to Tubular's Methodology): Based on top 1000 YouTube channels engaged with by fans from each country in 2016 What’s the consumption by country?
10.
© 2017 Tubular
Labs 10 Example of the audience information in Tubular Labs for millions of Creators
11.
© 2017 Tubular
Labs 11 Country consumption by language of content Source (According to Tubular's Methodology): Based on fans who engaged with YouTube videos in the language uploaded all-time with 250k+ views (1M+ for English videos). Analysis for last 90 days as of 3/7/17.
12.
© 2017 Tubular
Labs 12 Fans in Europe engage with creators in the US and the UK On average, more than half of the top creators fans engage with are not domestic Source (According to Tubular's Methodology): Based on top 1000 YouTube channels engaged with by fans from each country in 2016
13.
FB: The UK
is the most mature of the European markets © 2017 Tubular Labs 1 3 Source (According to Tubular's Methodology): Facebook views from videos w/ more than 50k views as of 3/29/17 by top 10,000 Facebook creators from each country (by Facebook views) in February 2017
14.
© 2017 Tubular
Labs 14 The top global creators on Facebook. Five out of four are in Europe
15.
© 2017 Tubular
Labs 15 FB: Top creators are more likely to speak native language On average, 80% of top creators in these European countries speak their native language rather than English or another language Source (According to Tubular's Methodology): Based on Facebook views from creators with more than 500k Facebook views from each country in the month of February 2017.
16.
Some of the
best performing content on Facebook is produced for no sound! © 2017 Tubular Labs 16 Source: Top two Facebook videos as of April 7th 2017
17.
Mr Bean started
in 1990 and is a global success in online video with very little language in the content © 2017 Tubular Labs 17
18.
© 2017 Tubular
Labs 18 In the last six months - 31% of European creators are new to the top 100 by country Source (According to Tubular's Methodology): Based on top 100 creators from each country (by February 2017 YouTube views and August 2016 YouTube views)
19.
© 2017 Tubular
Labs 19 Kids’ Entertainment, Film & Movies and Gaming are the over performing categories to date in Europe on YouTube Source (According to Tubular's Methodology): Based on YouTube views from creators with more than 100k YouTube views from each country in the month of February 2017.
20.
© 2017 Tubular
Labs 20 YT: Differences can be used to drive content decisions Aside from the wide penetration of Music & Dance, different content is more successful in some countries than others; content should be created accordingly Source (According to Tubular's Methodology): Based on YouTube views from creators with more than 100k YouTube views from each country in the month of February 2017.
21.
© 2017 Tubular
Labs 21 44% of top Facebook creators were not top creators six months ago Source (According to Tubular's Methodology): Based on top 100 creators from each country (by February 2017 Facebook views and August 2016 Facebook views)
22.
© 2017 Tubular
Labs 22 Food & Drink is over performing in France & Germany Source (According to Tubular's Methodology): Based on Facebook views from creators with more than 100k Facebook views from each country in the month of February 2017.
23.
© 2017 Tubular
Labs 23 FB: Entertainment is by far the most popular content genre Entertainment is overwhelmingly popular on Facebook, but there are still key differences that can be used to drive content decisions Source (According to Tubular's Methodology): Based on Facebook views from creators with more than 100k Facebook views from each country in the month of February 2017.
24.
Top three takeaways 4/10/2017 ©
TUBULARLABS.COM 24 1. You need to have a language production and tagging strategy. Programme for silent video on Facebook!! 2. Harness data to make informed content decisions. Why invest in content you could have known in advance would not work! 3. It’s not too late to become a top 100 player in online video.
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