What are People Watching on YouTube? Outdoor Activities & Adventure Sports is a Major Conversation

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YouTube Marketing ReportBehind the YouTube Category:Outdoor Activities & Adventure Sports

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One of the biggest “conversations” on YouTube is Outdoor Activities & Adventure Sports.

People love doing them.

Even more people love watching them.


Like any good conversation, the Adventure Sports chatter on YouTube has “topics.”

Different groups of people are talking about different things.

Some are talking about mountain biking.


Others, about Skateboarding

Others, about Kayaking

Or Snowboarding

Or Skydiving


There Are 38 Topics In Touchstorm’s Outdoor Activities & Adventure Sports Conversation*

3,166Channels in the Touchstorm Video

Index for the Outdoor Activities

& Adventure Sports conversation, spread across 38 Topics

*As of June 6, 2014, as tracked and identified by Touchstorm. 5

Adventure Sports Gear & Apparel

Adventure Sports, General

Airsoft Base Jumping, Sky Diving, Wingsuits BMX Riding Boating & Sailing BodyboardingCamping, Hiking,

BackpackingClimbing: Rock, Ice,

Mountain, Caves Disc Golf Frisbee

Hang Gliding, Parasailing,

Paramotoring

Horseback Riding/Equestrian

SportsHot Air BallooningGeocaching Inline Skating

Kayaking, Canoeing

Kite Flying Longboarding Mountain Biking PaintballHunting & Fishing

ScooteringRoller Skating,

Roller DerbyScuba Diving &

SnorkelingSkateboarding

Skiing & Snowboarding

Slacklining Sled Dog RacingParkour,

Free-Running

SurfingStand Up

Paddle Boarding Survival Skills &

BushcraftTrampolining Tricking

Waterskiing, Wakeboarding

White Water Rafting

Windsurfing & Kite Boarding


Relative Size of Topics in the Outdoor Activities & Adventure Sports Conversation

Each conversation in the Touchstorm Video Index includes numerous topics. Some topics have fewer channels and small view counts; others have many channels and large view counts.

We profile and track every channel in each topic that we can find, as well as those that are self-registered in the Touchstorm Video Index.

The biggest topic in Outdoor Activities & Adventure Sports is “Adventure Sports, General,” which includes channels that feature many sports…like X Games and Red Bull.

6

Percent Share of Voice for each Topic in Outdoor Activities & Adventure Sports

Paintball


Hunting &

Fishing


BMX Riding

Mountain Biking

Boating & Sailing

Frisbee Adventure Sports Gear & Apparel

Horseback Riding /

Equestrian Sports

Camping, Hiking,

Backpacking Parkour, Free-

Running

Base Jumping, Sky Diving, Wingsuits

Scootering

Climbing: Rock, Ice, Mountain, Caves

Scuba Diving & Snorkeling Bodyboarding

Hang Gliding, Parasailing, Paramotoring

Inline Skating

Windsurfing & Kite Boarding

Tricking

Surfing

Water Skiing, Wakeboarding

Survival Skills

& Bushcraft

Skateboarding

Airsoft

Longboarding

Disc Golf

Geocaching

Slacklining

Kayaking, Canoeing

Roller Skating, Roller Derby

Kite Flying

Sled Dog Racing

White Water Rafting

Stand Up Paddle Boarding

Trampolining

Hot Air Ballooning

1-2%4-7%8-11%

17%22% 2-3% <1%


Adventure Sports, GeneralSkateboarding

Survival Skills & BushcraftAirsoft

Hunting & FishingAdventure Sports Gear & Apparel

Skiing & SnowboardingBMX Riding

LongboardingPaintball

SurfingParkour, Freerunning

Camping, Hiking, BackpackingBoating and Sailing

Mountain BikingFrisbee

Base Jumping, Sky Diving, Wingsuit FlyingHorseback Riding/Equestrian Sports

Climbing: Rock, Ice, Mountain, CavesScootering

Scuba Diving & SnorkelingTrampolining

Windsurfing & KiteboardingHang-gliding, Paragliding, Paramotoring

BodyboardingInline Skating

Water Skiing, WakeboardingTricking

Disc GolfGeocaching

Kayaking, CanoeingSlacklining

Roller Skating, Roller DerbyStand Up Paddle Boarding (SUP)

KiteflyingSled Dog Racing

White Water RaftingHot Air Ballooning

1,807,152,199 1,364,910,652

882,596,464 668,518,354

550,141,700 371,667,628

344,395,022 245,005,819

234,176,431 193,383,533

175,010,013 158,283,635

141,580,975 134,848,542 133,665,438

107,633,665 96,334,114

85,732,931 68,576,103

44,278,452 35,074,341 31,385,304 27,172,397 25,240,391 24,503,682 23,224,363 22,216,303 16,907,770 14,021,860 13,752,901 13,639,158 7,524,526 6,186,321 4,749,631 4,389,238 2,110,653 1,986,025 1,240,438

Views by Topic

What are the most popular topics in Outdoor Activities & Adventure Sports?You’d probably expect that Skateboarding and Adventure Sports, General (which is where Red Bull and GoPro live) would be extremely popular.

But most of us at Touchstorm were completely taken aback by the immense popularity of Airsoft and Bushcraft, which we hardly knew existed.

That’s the beauty of YouTube…it’s a mirror of society. The Touchstorm Video Index helps you see what’s in that mirror, shining a bright light into YouTube’s dark corners to tell us what people are really up to. Powerful stuff for helping you target your Social Media conversations. www.touchstorm.com 7









Skateboarding

Airsoft

Survival Skills & Bushcraft

Longboarding

Hunting & Fishing


Parkour, Freerunning

BMX Riding

Frisbee

6,945,350

5,975,472

2,438,853

2,391,128

1,369,908

1,298,359

1,234,507

1,093,912

1,073,675

766,617

Top Performing Topics in Outdoor Activities & Adventure Sports*

Frisbee


Bodyboarding

Longboarding

Geocaching

Scootering

Tricking

BMX Biking

Skateboarding

Disc Golf

7,102

6,825

6,818

5,845

4,839

4,807

4,751

4,374

4,354

4,311

Topics with the Most Videos

Topics with the Highest Passion Indices

Topics with the Most Subscribers

Topics with the Best Conversion Rates

Hunting & Fishing

Adventure Sports Gear & Apparel


Base Jumping, Sky Diving, Wingsuit Flying

Skateboarding

Camping, Hiking, Backpacking

Boating and Sailing

Horseback Riding/Equestrian Sports

Airsoft


49,116

45,325

44,788

38,487

37,266

23,473

23,210

22,120

20,646

17,793


Tricking

Skateboarding

Frisbee

Scootering


BMX Riding

Geocaching

Longboarding

Trampolining

222

204

165

135

134

118

114

117

114

107

8*Definitions of these metrics can be found on page 12.


Brands37%

TV and Cable Networks

10%

Content Brands13%

Entertainment Entities

4%

Institutions1%

Retailers7%

Service Providers2%

Users11%

YouTube Stars15%

Entertainment: Entities that attract a crowd and owe their fame to vehicles other than YouTube. Includes celebrities, major motion pictures, movie studios, pro sports teams and leagues, event venues, resorts, destinations, events and concert tours.

Institution: Associations, non-profits, clubs, schools, governing bodies, state-sponsored athletic teams, tourism boards and others who are making content for cause related, issues based, industry promotion, fund raising, or economic development aims.

YouTube Star: An individual or duo whose fame was achieved on YouTube, and who meets our view and subscriber criteria.

User: An everyday Joe or Jill who self-produces videos and has not yet achieved enough audience mass to qualify as a YouTube star.

Brand: A manufacturer that produces a tangible product and controls the channel. Includes popular brand names like Apple and lesser known OEM manufacturers.

Retailer: A brick and mortar store or e-commerce site that buys products made by others and sells them to consumers. Companies that make and sell all of their own products are classified as brands.

Service Provider: An entity that sells intangibles like know how, advice and middleman services like distribution. Includes airlines, hotels, consulting firms, attorneys, and health care providers.

TV Network: A content company whose audience and primary source of revenue results from owning a broadcast or cable TV channel. TV Networks often don’t make their own content; they feature multiple programs created by various producers. Includes NBC, Discovery, and Syfy.

Content Brand: Companies and communities that make professional video content. They’re distinguished by a clear content brand name and a revenue source other than YouTube, like distribution or a website that sells the content or the advertising around the content. Includes old line print media like the New York Times or Time, TV shows like Running Wild with Bear Grylls, and digital-era content makers like Netflix and Howdini.

Views by Producer Type*


In the Outdoor Activities & Adventure Sports conversation, Brands are dominating the views.

*Touchstorm tracks nine types of content makers, creating a distinction between “who you are” and “what you’re talking about.” Example: Red Bull is not an Adventure Sports equipment brand, but yet, is an energy drink brand talking about Adventure Sports. The TVi lets us compare Red Bull to anyone talking about Adventure Sports, or to all the other Energy Drinks/Beverages, or to all brands on YouTube.








Base Jumping, Sky Diving, Wingsuit Flying


Paintball

Hunting & Fishing

BMX Riding

Water Skiing, Wakeboarding


Windsurfing & Kiteboarding

Boating and Sailing

Mountain Biking

Geocaching

Frisbee

Trampolining

White Water Rafting

Hang-gliding, Paragliding, Paramotoring


Roller Skating, Roller Derby

Stand Up Paddle Boarding (SUP)

Kiteflying

592 477

379 258

231 216

191 188 186

181 175

166 161

114 114

106 106 105

85 77 75

70 68

63 58 56

52 52 51

47 44 43 41

38 36 34 32

18

Channels in the Base Jumping, Sky Diving, Wingsuits topic post more videos per channel than any other topic — an average of 592 videos per channel. It’s no coincidence that the topics winning the most views are also the topics where the channels have a lot of videos.

In the entire conversation of Outdoor Activities & Adventure Sports, the average channel has posted 138 videos.

Anyone looking to succeed in the Outdoor Activities & Adventure Sports conversation would be wise to note that winning channels tend to have more videos than the averages shown here. For example, this chart tells us that the average Airsoft channel has 181 videos. However, the top channel for Airsoft views (scoutthedoggie) has 491 videos…significantly higher than average.

Regarding upload frequency, the more successful channels in this conversation tend to upload content a minimum of once every two weeks, and a maximum of three times a week.

Average Number of Videos per Channel









TTwo Biggest YouTube Stars in Outdoor Activities & Adventure Sports

YouTube Star – The King of Views

YouTube Star – The King of Subscribers

Topic: AirsoftYouTube Channel URL: scoutthedoggie

Home Country: ScotlandVideos: 491

Views: 142,277,474Subscribers: 421,250

Conversion Rate: 2,961Views Per Video: 289,771

Passion Index: 89 (11% below average)

Topic: FrisbeeYouTube Channel URL: brodiesmith21

Home Country: United StatesVideos: 185

Views: 75,652,182Subscribers: 637,115

Conversion Rate: 8,422Views Per Video: 408,931

Passion Index: 145 (45% above average)


To see all of the Top Channels in the Outdoor Activities & Adventure Sports conversation, visit

http://www.touchstorm.com/touchstorm-video-index-2014-june-special-report










The percentage of a channel’s

views that emanate from the

channel’s three most popular

videos. The lower the score the

better. When channels have 70%

or more of their views coming from

their Top 3 videos, it’s usually due

to one of two things, neither of

which is good for channel health:

one, the channel had a “one-hit-

wonder,” which it hasn’t been able

to replicate, which is bad for

audience growth and subscriber

conversion, or, two, it’s a brand

that used the video(s) as pre-roll,

focusing ad budgets on very few

pieces of creative, which isn’t

good for passion and conversion.

The View Density score helps

minimize these unnatural viewing

patterns from the TVi results.

“Good channel practices”

means many things, but

current TVi scoring is primarily

concerned with the frequency

of video uploading, and

whether or not videos have

been taken down. The

healthiest channels upload

content constantly — once a

week or even more, and usually

at a cadence of the same

day(s) of the week. On the

other hand, taking down videos

— a practice which can’t

always be helped — is

damaging to channel health in

more ways than one. Not only

does YouTube deduct the view

counts attributed to those

videos, but our testing shows

that velocity (a key factor

driving the visibility that

attracts audience) decreases.

Indicates how successful the

brand is at converting viewers

to subscribers. Touchstorm

expresses this idea as

Subscribers per Million Views,

or Subs/MMV. Building audience

is different than building views.

Conversion is something the

YouTube Stars have mastered

— their Conversion Rates are

almost always the highest in

any analysis. They’ve figured

out how to make the content

their audience wants, and how

to market that content to draw

a loyal following.

When a consumer likes a video,

they express it by pressing the

Like button. The average rate

of “liking” on YouTube is similar

to that of banner ad clicks — it

typically runs less than one-half

of one percent. Some videos,

channels and topics generate a

much higher Like rate. For each

Topic, Conversation, and

Theme, Touchstorm determines

the average Like rate and

normalizes it to an Index of

100, so that videos and

channels in that competitive

set can be judged on relative

Likeability. The highest indexes

indicate very Positive Passion

for the content.

VIEW DENSITY CONVERSIONGOOD CHANNEL

PRACTICESPOSITIVE PASSION


Definitions of Some Key Metrics Included in the TVi Score








For More Information on Touchstorm

Other Data Available from Touchstorm & Voot®

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About Touchstorm

Touchstorm is a technology-based services company that builds video audiences for the world’s largest brands. To accomplish its vision of helping brands break out of the advertising box through content creation, the company grows YouTube channels exponentially, delivering organic views and subscribers.

The company’s robust editorial distribution network syndicates content that runs center of the page, and its native video solution, Arena, drives engagement scores significantly above industry benchmarks. Touchstorm uses a suite of software technologies to identify content holes and build brand audiences at scale, including Voot® and Scoop™.

The company also produces videos for some of the world’s biggest brands, and its Touchstorm Video Index showcases the most effective videos at building audiences for brands.




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