Users loyal to influencers on YouTube

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 26, 2021, 3:16 AM UTC

Tubular Labs recently analysed top 100 YouTube channels across varied categories to assess creator loyalty on YouTube.

Analysing creator loyalty based on return viewership could help brands map out video content strategy, guide ad placements, and improve influencer relationships on YouTube. According to the report, gaming viewers are the most loyal on YouTube, as 50% of them returned to their favourite channel regularly.

Genres like “People & Blogs”, “Entertainment”, “Sports” have high audience retention rates, while “Travel”, “Home & DIY”, “Animal & Pets” had lower retentions. Further, while YouTube recommendations might boost viewing rates, but it doesn’t necessarily improve retention.

Moreover, influencers also play a significant role in loyalty and retention, YouTube audiences are 17% more loyal to top influencers than top media companies. Companies planning to advertise on YouTube can incorporate these trends into their video strategy to boost retention and views.

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