BMW is the most beloved automotive brand on YouTube, with 4.8 billion all-time views worldwide. But the vast majority of these viewers didn’t watch videos created by BMW for its own YouTube brand channels. Rather, BMW has garnered billionsof viewsprimarily from videos posted by influencers and fans.
At Octoly, we’ve just published what we feel is a comprehensive study of automotive brands on YouTube.We took a deep look intothe automotive industry and ranked 50 international car brands based offboth earned and owned videos and viewsacrossYouTube channels worldwide. This results indicated how crucial YouTube creators are in the perception of automotive brands in the online video world.
YouTube is a social network – built around video. But, where is the conversation happening? Overall we identified1,049 YouTube channels that are managed directly by automotive brands (most brands havemultiple channels that aim tooffer localized versions for different countries). So, while these brands can clearly getconversations started on their own channels, it’s important to notethat actually >90% of the views for the automotive industry aregenerated by earned media, AKA fan-created video content. In other words,less than 10% of all views about automotive brands were on the automakers’ own YouTube channels. This means that there’s a huge unseen brand footprint on YouTube that car manufacturersthemselves may noteven know about.
BMW had 4.8 billion worldwide views all-time on YouTube across both brand and fan channels. BMW’s 36 branded channels worldwide accounted for 174 million views, or 3.6% of the brand’s overall YouTube footprint, while fan-created videos accounted for 96.4%, or roughly 4.6 billion views. Ford had the second most views overall with 3.6 billion, 95.6% from fans. Chevrolet was third with 3.3 billion views all-time, with 97.5% of views coming from channels not owned by the brand.
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