Exhibit 16.0   Singer Sewing Company – YouTube Brand Channel.


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 that provide consistent entertainment.

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


Close to two billion users watch video on YouTube, 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 1.9 billion (September 2018).
  • Daily active users 30+ million (June 2018).
  • 5+ billion videos shared (June 2018).
  • 5 billion videos watched per day (June 2018) .
  • Average viewing session (June 2018.)
  • Millennials prefer YouTube two to one over traditional television.
  • 37% of the coveted 18 – 34 demographic are binge-watching.