Singer Sewing Company Brand Channel

Exhibit 16.0   Singer Sewing Company uses YouTube as a training ground for young sewists. Some of the company’s most popular videos have garnered a few million views.


Video is taking over cyberspace, and YouTube is at the forefront. The platform is becoming more and more channel-centric as users increasingly subscribe to services such as the Singer Sewing Company’s brand channel, Exhibit 16.0, that impart useful information or provide entertainment.

This chapter on YouTube marketing focusses on advertising on the network, and on brand channels.


Over two billion users watch video on YouTube (Jan 2021), and the time they spend on the platform has been increasing over the years. The sheer volume of traffic (5 billion videos watched per day) that these users generate, makes YouTube the second largest search engine.

The scale and diversity of the platform, summarized by the below statistics, offers tremendous opportunities for marketers to reach consumers:

  • Number of monthly active users 2+ billion (January 2021).
  • Daily active users 30+ million (2019).
  • 5 billion videos (1 billions hours) watched per day.
  • Average viewing session 42 min (all devices).
  • Millennials prefer YouTube two to one over traditional television.
  • 37% of the coveted 18 – 34 demographic are binge-watching.

Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.