Why Young Turks Beats ABC News on YouTube
If you were to think of the top news and politics channel on YouTube, you’d probably think it’s one of the big boys: CNN, CBS, ABC, NBC, Fox. You’d be wrong. According to OpenSlate, a company that provides metrics and rankings for YouTube channels, the highest ranking news and politics channel is The Young Turks.
“The Young Turks” is a political talk show from Cenk Uygur first airing on Sirius Satellite Radio in 2002. A little over a year ago, it moved to Current TV. Uygur has built a formidable YouTube presence with 385,000 subscribers and more than 800 million video views. Through its YouTube Channel, “The Young Turks” has been able to have a dialogue with its fans, creating a devoted fan base, something agencies pay close attention to.
Compare this with the No. 5 outlet on this list, ABC News, which has 116,000 subscribers and 21 million monthly views. OpenSlate values areas like engagement, influence and consistency measuring the categories on a scale of 1 to 10. The Young Turks, young as they are compared to ABC, has higher ratings in those three key areas. Most notably, in the engagement arena, The Young Turks scores an 8.4, while ABC scores a 7.9.
But The Young Turk brand is still not well known among brands and agencies.
According to OpenSlate, engagement refers to how a video producer can create a “captivating experience;” influence means how a channel can push activity across an audience; consistency is a producer’s ability to replicate its success. The company also mixes in other metrics, like subscribers and monthly views. This explains why there is a mix of household names and some random content producers.
With buyers trying to reach as many people across the vast Web, OpenSlate’s metrics can help agencies and brands determine where they should be to reach more viewers. Since it’s notoriously hard to define squishy terms like engagement and influence on the Web, an algorithm can be helpful to agencies, if not to the publishers looking to find more ways to engage and influence.
Below are the top 10 channels in the News and Politics sector, based on the SlateScore. Notice how there are only three mainstream publishers in this category, ABC News, CBS and the Associated Press.
‘We’re netting out with higher revenue’: Publishers reaping the benefits of Snapchat’s strong second half
With CPMs up as much as 20% year over year in the fourth quarter, many Discover publishers are bullish on the upstart platform for next year.
How Cosmo is building brand affinity with younger audiences through its focus on commerce
Cosmopolitan's focus on e-commerce through a line of branded wines and its own shopping holiday has led to a 254% increase in product sales.
‘Go to market faster’: The Washington Post’s Arc goes outside the tent for payment and data integrations
Subscriber revenue has become more of a priority to the Washington Post's Arc clients since it launched its subscription tools last year.
SponsoredPublishers will lead the charge as cookie-less advertising becomes the norm
Steve Wing, managing director, EMEA, Magnite As the advertising industry moves closer to a cookieless world — one in which browserless environments including connected TV (CTV) and mobile in-app are an increasingly large part of ad budgets — publishers will have an increasingly important role in developing the future of identity. Segment creation and identity […]
‘Profitability in the back half of next year’: BuzzFeed CEO Jonah Peretti (and Verizon Media CEO Guru Gowrappan) on their big merger
A special Digiday podcast episode features Interviews with BuzzFeed CEO Jonah Peretti and Verizon Media CEO Guru Gowrappan.
‘A digital Madison Square Garden’: How Complex reimagined the sponsorship opportunities for ComplexLand
The online event, which will combine music, conversation, gaming and shopping in an online world, will have 60 sponsors.