1、SPORTS ON YOUTUBE An Insights Report By PixabilityIntroductionThe sports category is one of YouTubes largest,clocking in at more than 1T all-time views as of October 2021.To understand the space,Pixabilitys insights team took a look at sports content on the platform,hoping to uncover:What types of s

2、ports content are people watching on the platform?How is the sports category evolving on YouTube?What can brands do to best reach sports fans on YouTube?With these insights in hand,brand and agency marketers will be able to take advantage of the massive sports category on YouTube,and reach and engag

3、e sports fans around the content they love.For a deeper dive into insights around the sports space on YouTube,contact us.SPORTS ON YOUTUBE:THE HIGHLIGHTS*All-time sports space stats on YouTube1 TRILLION VIEWS28.3M Total Videos59K Total Channels95%Average Favorability1.71%Average Engagement Rate20.2%

4、YoY Growth from 20202021Sports on YouTube An Insights Report by Pixability 1 2022 Pixability,Inc.All rights reserved.SPORTS CONTENT ON YOUTUBESECTION 01SECTION 1:SPORTS CONTENT ON YOUTUBESports Is Bigger Than 70%Of Content Categories On YouTubeThe sports space is larger than 18 of the 26 major conte

5、nt categories on YouTube.Thats more views than even fashion,automotive,and healthy living all wildly popular YouTube categories in their own right.Music Space on YouTube15.8TViewsVideo Game Space on YouTube4.8TViews1TViews*All-Time views by space751BViewsStyle/Fashion Space on YouTube572BViewsAutomo

6、tive Space on YouTube467BViewsHealthy Living Space on YouTubeAll of these content spaces can play a part in helping a sports brand engage with audiences,particularly music and video game content as well show later.Sports Space on YouTubeSports on YouTube An Insights Report by Pixability 2022 Pixabil

7、ity,Inc.All rights reserved.3SECTION 1:SPORTS CONTENT ON YOUTUBEHeres Who Is Making Content That Drives Reach And Engagement In Sports On YouTubeBRANDSLEAGUES&TEAMSPUBLISHERSCREATORSSponsors,activewear,and retailers are active in the sports space.Example:Adidas Nike Dicks Sporting GoodsSports league

8、s and professional teams churn out lots of content for their official YouTube channels.Sports publishers turn to YouTube to drive viewership.Example:User-generated content also drives a massive viewership in the sports space.Example:Dude Perfect REBOUNDExample:NFL NBA UFC ESPN Fox SportsSports on Yo

9、uTube An Insights Report by Pixability 2022 Pixability,Inc.All rights reserved.4SECTION 1:SPORTS CONTENT ON YOUTUBENike Earns Most Views,While Creator Dude Perfect Has Highest Engagement RateThe fact that a user-generated content(UGC)channel is one of the top channels in terms of views and is the to

10、p in engagement should highlight to advertisers they shouldnt be afraid of advertising on brand suitable UGC.*Top 200 videos in the sports spaceEngagement Rate:Likes+Dislikes+Comments/Total Views600M3%400M2%200M1%ViewsEngagement RateTop 20 Sports Channels(Jan 2020-Oct 2021)NikeESPNadidasnewbalanceTi

11、tleistDICKSDAZN BoxingUFCFOX SportsReebokNFLJD OfficialNBAUnder ArmourFinish Line Dude PerfectTrend WaveVansTKHDREBOUNDViewsEngagement RateSports on YouTube An Insights Report by Pixability 2022 Pixability,Inc.All rights reserved.5SECTION 1:SPORTS CONTENT ON YOUTUBEDifferent Types Of Highlights Cont

12、ent Makes Up More Than Half Of Views In Sports SpaceAmong the most viewed sports videos since the beginning of 2020,nearly 57%were highlight videos.This consisted of Game Highlights,Player Highlights,Funny/Crazy Sports Moments,and Top Play Highlights.Game Highlights,such as 49ers vs.Chiefs|Super Bow

13、l LIV Game Highlights,had the highest share of top videos,not including ads,at 30.1%.Takeaway:Brands who sponsor athletes should capitalize by creating highlight videos of their best plays.*Top 200 videos in the sports space57%Game HighlightsPlayer HighlightsFunny/CrazyTop PlayChallengeTributeAll Ot

14、her VideosOf the most viewed sports content were highlights videosSports on YouTube An Insights Report by Pixability 2022 Pixability,Inc.All rights reserved.6SECTION 1:SPORTS CONTENT ON YOUTUBEThe NFL Leads Other Leagues In Views,With The NBA Close Behind As Golf Rises To Distant ThirdSince eclipsin

15、g the MLB in the early 2000s,the NFL has remained the most popular sport in America as such,the league draws the highest viewership on YouTube,but the NBA is close behind.In 2020,the PGA Tour earned more views than the MLB and NHL,likely because golf suffered fewer disruptions from the COVID-19 pand

16、emic.*league YouTube channel statsTakeaway:Football and basketball content is hugely popular with consumers on YouTube.Targeting content related to these sports can help drive reach and engagement.League Channel Views by Year750M1B500M250M2017201820192020ViewsNFLNBAMLBNHLPGA TourMajor League Soccer0

17、Sports on YouTube An Insights Report by Pixability 2022 Pixability,Inc.All rights reserved.7SECTION 1:SPORTS CONTENT ON YOUTUBEViewers Watch Sports Content Throughout The Year,But Tentpole Events Drive SpikesSports content sees spikes in viewership around tentpole events like the Super Bowl,other ch

18、ampionships and playoffs,and season openers,but overall sports content attracts a large viewership consistently throughout the year for example,creator content sees just as high of an average viewership in April as it does during the Super Bowl.Data:Sports channel views 1/1/2017-12/31/20205000000010

19、0000000150000000200000000250000000300000000350000000Takeaway:While sports content presents opportunities for advertisers throughout the year,they should take advantage of increased viewership around tentpole events.Sports Space by MonthAvg.Views per Month100M400M0200M300MSuper BowlStanley CupNBA Fin

20、alsWorld SeriesJanFebMarAprMayJuneJuly AugSepOctNovDecPublisherCreatorLeagueBrandSports on YouTube An Insights Report by Pixability 2022 Pixability,Inc.All rights reserved.8REACHING SPORTS AUDIENCES THROUGH ADVERTISING ON YOUTUBESECTION 02SECTION 2:REACHING SPORTS AUDIENCES THROUGH ADVERTISING ON YO

21、UTUBE35-54 Year Old Viewers Are Most Likely To Watch Ads On Sports Placements35-44 and 45-54 year-olds tended to view sports ads to completion more than other demographic segments,averaging around 52%.The 55-64 and 65+year-old segments clicked on sports ads the most,which may have partially been due

22、 to some accidental clicks,but we typically see the 55+audience as more engaged with ads in general on YouTube across all content categories.*Pixability client performance on sports placements40%0.20%60%0.30%VCR and CTR by Age on Sports Placements20%0%18-2425-3435-4445-5455-6465+0.10%View to Complet

23、ion Rate(VCR)Click-through Rate(CTR)VCRCTRSports on YouTube An Insights Report by Pixability 2022 Pixability,Inc.All rights reserved.10SECTION 2:REACHING SPORTS AUDIENCES THROUGH ADVERTISING ON YOUTUBEWhile Many Industries Find Success On Sports Placements,Retail And Energy Brands Lead In View RateI

24、t wouldnt surprise many to learn that the top performing brand when advertising against sports content is a footwear accessories retailer.From relieving injuries to boosting running performance,the average sports viewer may have an interest in shoe comfort and foot health.Health&wellness brands like

25、 pain relief balms,as well as food&beverage brands,also performed well when advertising on sports content on YouTube.Interestingly,sports brands ranked quite low in average view rates.*Based on data collected between January 2020 and October 2021 of Pixability client performance with at least 10K im

26、pressions on sports placementsTakeaway:More than just sports brands should advertise on sports content in fact,many get higher view rates than sports brands.20%0%RetailTop Performing Industries on Sports PlacementsEnergyHealth&WellnessLuxury WatchFood&BeverageHome Improvement40%60%80%View RateAVG IN

27、DUSTRY VIEW RATE 54%Sports on YouTube An Insights Report by Pixability 2022 Pixability,Inc.All rights reserved.11SECTION 2:REACHING SPORTS AUDIENCES THROUGH ADVERTISING ON YOUTUBESports Brands Earned Highest Click-Through Rates On Sports PlacementsWhile sports brands struggled to earn views on sport

28、s placements,these brands drove higher click-through rates on average than any other industry,clocking in at 0.63%.This indicates that sports viewers are interested in the product or message from sports brands,and looking to learn more or consider purchasing.While this may seem obvious,other industr

29、ies also performed exceedingly well against the average CTR of 0.16%,including home improvement,luxury,health&wellness,retail,and food&beverage.These industries were also in the top 6 for view rates,underscoring their effectiveness for advertisers when placing ads against sports content.*Based on da

30、ta collected between January 2020 and October 2021 of sports brand clients across IAB category placements with at least 10K impressions0.20%0%0.40%0.60%0.80%SportsTop Industries in CTR on Sports PlacementsHome ImprovementHealth&WellnessLuxury WatchRetailFood&BeverageClick-Through RateAVG INDUSTRY CT

31、R:0.16%Sports on YouTube An Insights Report by Pixability 2022 Pixability,Inc.All rights reserved.12SECTION 2:REACHING SPORTS AUDIENCES THROUGH ADVERTISING ON YOUTUBESports Brands Should Also Advertise On Music And Video Game PlacementsAmong sports brands that Pixability manages,ads placed on music

32、and video game videos earned the highest view rate.Music is one of the most popular spaces on YouTube,so targeting this space is critical for sports brands.When looking at all sports videos on YouTube we noticed high views and engagements among music-related sports videos such as Super Bowl halftime

33、 shows or the national anthem.Placements on video game content also saw high view rates,as theres a high degree of overlap between people interested in sports and people interested in games.*Based on data collected between January 2020 and October 2021 of sports brand clients across IAB category pla

34、cements with at least 10K impressionsTop 10 Sports Brand Performance By Ad Placement CategoryMusic&AudioVideo GamingFamily&RelationshipsTelevisionStyle&FashionHobbies&InterestsPop CultureTravelEducationNews&PoliticsAVG.PLACEMENT VIEW RATE:63%20%0%40%60%80%View RateSports on YouTube An Insights Repor

35、t by Pixability 2022 Pixability,Inc.All rights reserved.13SECTION 2:REACHING SPORTS AUDIENCES THROUGH ADVERTISING ON YOUTUBESports Brands Should Also Utilize The Latest Organic Features And Ad Products To Reach New AudiencesBrands like PUMA are taking advantage of new YouTube features like Stories a

36、nd Shorts to have their content discovered by new viewers.Both Stories and Shorts are featured in sections on the homepage of the mobile app,so viewers can easily discover these snackable videos.Shorts are 60 seconds-or-less vertical videos and live on a channel like a normal video but can also be v

37、iewed in the Shorts tab on mobile.Stories are short vertical videos that stay live for 7 days and live only in the mobile viewing experience in the Stories section or when looking at a channel and tapping the channel icon.STORIESSHORTSSports on YouTube An Insights Report by Pixability 2022 Pixabilit

38、y,Inc.All rights reserved.14CASE STUDY:SAUCONY&iPROSPECTSports Advertisers Should Also Leverage CTV Advertising On YouTube And Other Platforms To Drive Full Funnel ResultsWhen Saucony and its agency,iProspect,sought to launch three new running shoes with a goal of driving awareness and purchases amo

39、ng health,fitness,and fashion-focused consumers,they turned to Pixabilty to drive a unified Connected TV strategy.Pixability built a customized targeting strategy for each platform,and utilized audience insights to optimize across YouTube,Amazon,and Roku to maximize success.65%882%of purchases attri

40、buted to the Amazon campaign were first time buyers of Saucony products on Amazonlift in purchase consideration on YouTube on TV Screens,as measured by a Google Search Lift StudyKEY OUTCOME:CTV Awareness&Puchases“With the continued shift in digital attention of our core audience to streaming video,w

41、e knew partnering with Pixability would maximize our reach and product interest.”Jessica RosenthalSenior Marketing Director,SauconySports on YouTube An Insights Report by Pixability 2022 Pixability,Inc.All rights reserved.15ADVERTISER TAKEAWAYSTakeaways1.Brands that sponsor professional athletes can

42、 drive organic viewership by creating highlight videos of their best plays or fan-favorite moments.2.Football and basketball content is hugely popular with consumers on YouTube.Targeting content related to these sports can help drive reach and engagement.3.Always-on strategies can help brands connec

43、t with audiences that view throughout the year,while advertising aggressively around spikes in viewership during tentpole events can drive massive scale.Want to Learn More?Wed love to share the full scope of our insights on the sports category on YouTube.Lets connect to find a time to share the full

44、 analysis:Contact Us 4.More than just sports brands should advertise against sports content,as various industries drive high reach and engagement.5.Sports brands should take advantage of YouTubes latest organic features and ad products to reach and engage their audiences,such as Shorts to be discove

45、red in-feed,and video action campaigns to drive consideration and purchases.Sports on YouTube An Insights Report by Pixability 2022 Pixability,Inc.All rights reserved.16About PixabilityPixability is a technology and data company that empowers the worlds largest brands and their agencies to maximize

46、the value of video advertising on YouTube,Amazon Fire TV,Roku,and Hulu.Weve run more YouTube campaigns than anybody,except for Google itself,and were known as a leader in YouTube insights.Pixability is also one of seven companies worldwide that is certified by Google as a leader in brand suitability and contextual targeting and is the only one of these also certified in YouTube content insights.YouTube Measurement Program CertificationsAwardsGlobal Winner:Most Innovative Partner in Video Advertising Sports on YouTube An Insights Report by Pixability 2022 Pixability,Inc.All rights reserved.17