While Mark Robertson and I were busy speaking at SES San Francisco last week, comScore and YouTube rolled out Partner Reporting, a new feature that highlights the dedicated audiences garnered by YouTube content partners. Since we were tied up talking about "Next Gen YouTube Marketing" and answering questions in "SEW Labs: The Use of Video in Social Media," I guess we can't complain that Edmund Lee of Ad Age Digital broke the story: "What the Most Popular Channel on YouTube?”
By the way, the answer to Lee's question is VEVO
Now, the fact that music videos are popular isn't the kind of breaking news that would have prompted a newspaper editor to stop the presses back in the 20th Century. What do qualify as "man bites dog" stories are some of the other YouTube content partners – independent and professional, bedroom and broadcast – who have popular channels.
Top 10 YouTube Partner Channels for July 2011
On the other hand, check out some of the partners and channels that made it into the top 10: Machinima (#3) with more than 16.9 million unique viewers, Demand Media (#4) with over 15.2 million, Maker Studios (#5) with more than 11.4 million, Revision3 (#6) with almost 7.6 million, ClevverTV (#7) with over 7.3 million, Associated Press (#8) with close to 6.6 million, IGN (#9) with almost 5.9 million, and Next New Networks
Machinima.com is the premier online entertainment network showing trailers, gameplay, montages and original series created in video games. Machinima's channel has almost 2.6 billion total upload views (that's billion with a "b”) and close to 3.2 million subscribers (that's million with an "m”). Other Machinima channels include: Mondo Mini Shows
Demand Media is a leading online media company that informs, entertains and connects millions of people every day. Through a portfolio of vertical web properties, a global network of digital partners, and a breakthrough content studio, Demand Media publishes what the world wants to know and share. Demand Media has more than 3.2 billion network video views and almost 1.7 million network subscribers. Demand Media channels include: Expert Village with more than 2.1 billion total upload views and close to 998,000 subscribers, eHow
Maker Studios is a collaborative studio/network that features Lisa Donovan (aka LisaNova
In fact, all of the YouTube partners and channels that made it into the top 10 have audiences that are larger than the top 10 ad-supported cable TV networks for the week ending Aug 14, 2011 (USA with a household rating of close to 2.3 million, Disney with over 1.9 million, Fox News with over 1.8 million, TNT with almost 1.7 million, History with over 1.5 million, A&E Network with more than 1.3 million, ESPN with almost 1.2 million, Food with over 1.0 million, Nick at Night with more than 1.0 million, and HGTV with almost 1.0 million.)
So, take a second look at the list. You're looking at new media moguls in the making.