1. Google Preferred YouTube channel
Think YouTube Enthusiast Channels Offer More Reach & Engagement? Niche Cable Networks Outperform Across a Variety of Genres
VAB analyzed the channels listed within the “Google Preferred” network – the self-described “top 5%” of YouTube’s inventory across a variety of content verticals. Within each vertical, the top 5 channels (by audience reach) were compared to the niche Cable network(s) of that genre.
Niche Cable offers significantly larger audiences (reach) and time spent (engagement).
Niche Cable Network
News
Google Preferred YouTube channel
Cooking
14.3B
Minutes
224.7M
P2+ monthly cume reach
2.8B
Minutes
151.3M
Minutes
P2+ monthly cume reach
Source: Google Preferred channel list: (data as of 11/13/17)
TV data - Nielsen Npower R&F Time Period Report, Persons 2+, Playback Time Period: Live +7 Days (+168 hours) | TV | Linear with VOD, Measurement Interval: 7/ / , Time Spent per Month
YT channel data - comScore, VideoMetrix Multi-Platform, September 2017, Reach = Total Audience, Video Type – Content; Time Spent = Total Minutes per Month; TV-content channels were excluded from this exercise (e.g. YouTube)

2. Think YouTube Enthusiast Channels Offer More Reach & Engagement
Think YouTube Enthusiast Channels Offer More Reach & Engagement? Niche Cable Networks Outperform Across a Variety of Genres
VAB analyzed the channels listed within the “Google Preferred” network – the “top 5%” of YouTube’s inventory across a variety of content verticals. Within each vertical, the top 5 channels (by audience reach) were compared to the niche Cable network(s) of that genre.
Niche Cable offers significantly larger audiences (reach) and time spent (engagement).
Niche Cable Network
Sports
Science
YouTube channel
14.2B
Minutes
55.4M
Minutes
13B
Minutes
306.3M
Minutes
P2+ monthly cume reach
P2+ monthly cume reach
Source: Google Preferred channel list: (data as of 11/13/17)
TV data - Nielsen Npower R&F Time Period Report, Persons 2+, Playback Time Period: Live +7 Days (+168 hours) | TV | Linear with VOD, Measurement Interval: 7/ / , Time Spent per Month
YT channel data - comScore, VideoMetrix Multi-Platform, September 2017, Reach = Total Audience, Video Type – Content; Time Spent = Total Minutes per Month; TV-content channels were excluded from this exercise (e.g. YouTube)