Welcome to our rundown of the most-watched branded YouTube videos of the week.
We’re publishing this snippet of a larger Gospel Stats Weekly Brand Report in order to analyze sponsorship trends in the creator economy. Any video launched in tandem with an official brand partner is eligible for the ranking.
And – as the name up above would imply – all the data comes from Gospel Stats. If you’re interested in learning more about Gospel – and which brands are sponsoring what creators on YouTube – click here.
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So far, the three Branded Video Reports we’ve released in 2024 have displayed the same trends that populated this ranking in 2023: Podcasts are a big moneymaker on YouTube, creators are expanding the scope of their sponsors, and MrBeast is still the biggest draw on the platform. Here’s what he got up to this week:
#1 Protect $500,000 Keep It!
Channel: MrBeast
Brand: Acorns
Jimmy Donaldson makes people resist tank fire if they want to claim a $500,000 prize, but he has found easier ways to make that amount of money. Donaldson charges a premium for brands that want to attach their names to the MrBeast channel, and at the start of 2024, Acorns took the North Carolina-based creator up on his offer. The investing app is combing through MrBeast’s 233 million subscribers to find the fans who are interested in putting their spare change to work. That process is daunting for some, but it’s much easier than defend a cube of money from armored warfare.
#2 Baltic Sea Anomaly, Atlantis, and Underwater Alien Bases | Mysteries of the Ocean Pt 1
Channel: The Why Files
Brand: Aura
For the second week in a row, The Why Files has found a spot in our Branded Video Report. The podcast’s exploration of conspiracy theories and other speculative subjects has attracted an audience of wary viewers, which could be why digital security company Aura sees The Why Files as a good fit for its brand. Last week’s hit Why Files branded video talked about underground secrets, while this one peers into the ocean. If the show wants to knock out all the classic elements, it can tell us what’s in the air next, but everything could change if the Fire Nation attacks.
#3 Every parent’s worst nightmare | Places You Can’t Go Pt. 36
Channel: MrBallen
Brand: DraftKings
DraftKings has long been an active sponsor in the creator economy, but its latest partner is a bit outside the box. The sports betting company expanded its purview beyond athletic creators by joining forces with MrBallen. The true crime star included a DraftKings promo in his latest video, which explores disturbing locations around the world. Despite this particular sponsorship, don’t think for a second that DraftKings is abandoning its typical marketing plan. It still sponsors plenty of sports-oriented content on YouTube and beyond.
#4 I Built Minecraft’s Most Secure Tower
Channel: Wenzo
Brand: Reverse: 1999
The Why Files isn’t the only YouTube channel thinking about security. That topic also came up on the Minecraft hub Wenzo, whose titular star just built the most secure bastion a blocky landscape can offer. Wenzo’s sponsor for his secure tower video is not a household name, but the game Reverse: 1999 is looking to make an international push after launching in Mainland China last year. A deal with one of Britain’s most popular gamers is a good way to accomplish that goal.
BONUS: #654 Layering the right way so u stay warm without the bulk
Channel: Kerina Wang
Brand: thredup
According to Instagram, thriftiness will be a major fashion trend in 2024, especially among Gen Z creators. That prediction is good news for thredup, which operates as a consignment store for the digital age. In this week’s Branded Video Report, thredup appears five times among the top 700 videos. One of the clips in question comes from Kerina Wang, who is known for her ability to improvise trendy looks out of secondhand items. In a recent videos, Wang showed her viewers how to stay stylish while keeping warm, and that’s exactly the sort of content that speaks to thredup’s pratical values.
…and there’s a lot more data where that came from. If you’re interested in learning more about Gospel – and which brands are sponsoring what creators on YouTube – click here.
