OTT Content on YouTube Offers New Ad Opportunity

Zefr targets online fans for marketers

Over-the-top streaming services are big traditional TV advertisers gaining viewers, but when it comes to connecting with fans, they’re increasingly going online, according to Zefr, which helps marketers target viewers on YouTube and Facebook.

Zefr says that over-the-top shows are among the most popular content on YouTube, and while a lot of traffic is generated by official channels, fan content is also generating billions of views, making YouTube a potential place for advertisers to connect with fans of those shows.

In its recent TV 3.0 report, Zefr found that 77% of the views of Netflix-related content was driven by fans. There are more than 81,000 Netflix-related fan channels on YouTube versus 10 official Netflix channels. The fan channels had 4.7 billion fan views and 46.8 million fan engagements, compared with 1.2 billion views and 10.9 million engagements on the official sites.

“The study shows something we’ve known for a long time, which is fan communities that are watching OTT content are going to YouTube when they want to extend the conversation,” says Zefr CEO Rich Raddon.

The trailer for season two of Netflix’s Stranger Things quickly attracted about 9 million views on YouTube.

Related: YouTube Making a Bigger TV Connection

“You see a lot of advertising of Netflix shows on YouTube, It’s a really fertile ground because of all the activity that’s going on in these communities,” Raddon said. "YouTube is a great place because we know the younger streaming audience is very tech savvy. It’s a great place to mine for new subscribers or new subscribers of content."

Zefr wouldn’t say if Netflix is a client, but said it frequently works with OTT companies.

The top over-the-top show on YouTube is HBO’s Game of Thrones. It is followed by an older HBO show, Sex and the City.

The rest of the top ten are Stranger Things, Orange Is the New Black, Last Week Tonight, Marvel’s Defenders, Curb Your Enthusiasm, House of Cards, Narcos and 13 Reasons Why.