European audience insights around online video

1. How to achieve global
online video success
from Europe!
Denis Crushell, VP of Europe
Tubular Labs
April 8, 2017

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European content creators
export over 48% of their content
outside of their home country
on YouTube

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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
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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

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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.

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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.

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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.

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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?

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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?

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Example of the audience information in Tubular Labs for millions of
Creators

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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.

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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
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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

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The top global creators on Facebook. Five out of four are in Europe

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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!
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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
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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)

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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.

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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.

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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)

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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.

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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
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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.