I read the craziest thing on TubeFilter today. They just put up a post listing the top 100 Most Viewed Channel on YouTube for November 2013. Most of them are channels dedicated to popular singers like Katy Perry and Rihanna. There are some comedy channels, IGN and Minecraft makes the list and then there’s DisneyCollectorBR.
This channel came in 5th with 164 million views in November. It’s Disney, right? So why the surprise? Because it’s not Disney. It’s not even what it sounds like from the title. It’s a collection of unboxing and toy review videos dedicated mostly to Play-doh and Surprise Egg sets. That’s it. And this person is raking in the traffic. How insane is that?
The videos are nicely made. They’re clear and colorful and they show you how to create things and it’s all very soothing and sweet. More power to the owner. I’m glad her channel is a success because it shows you that you can succeed on YouTube if you put your mind to it.
Now, I don’t have statistics to back this up, but I’d bet that a large portion of her channel’s traffic comes from mobile.
According to new numbers from Ooyala, mobile (phone and tablet) video views are up 133% over last year. This year alone, the share of mobile videos views is up 74%.
And though YouTube is loaded with tons of short-form videos just perfect for smartphone viewing, long-form video views are skyrocketing.
Overall, more than 20% of mobile viewing time was spent on content more than 1 hour long. That percentage is even higher when you look just at tablet viewing.
What we’re headed for is a video content revolution. Instead of TV shows on TV, movies on DVD and short, funny videos online. We’ll come to think of it all as portable, time-shiftable, video content. We’re almost there now. Online only TV shows are up for Emmy awards and movies stream before they come out on DVD.
What does this mean for you, the marketer? It means it’s time to get your video house in order. If you aren’t already using video to promote your product, make that your first priority in 2014. If you are using video, make sure it shows up well on mobile because in another few years it’s going to be all mobile, all the time.