S&P 500 YouTube Presence Scorecard
Comprehensive analysis of corporate YouTube strategy and performance
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Answering Questions We Thought You Might Have
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| Where does this data come from? | We start with SEC filings, specifically the 10-K annual reports filed by every S&P 500 company. Exhibit 21 (often referred to as "Page 21") lists all significant subsidiaries of each parent company. We then systematically search for official YouTube channels for both the parent companies and their major brands/subsidiaries. |
| How do you verify a channel is official? | Every channel goes through a multi-step verification process. First, we match channel handles against known brand names and common variations. Then we use an LLM (large language model) to analyze the channel's content, title, and top videos to verify it actually represents the brand it claims to. Channels showing unrelated content (like a handle squatter) are rejected. For edge cases, we perform manual human review. |
| Why are some large brands missing? | Some major brands simply don't have official YouTube channels, or their channels are regional and fragmented. For example, some consumer packaged goods brands operate regionally or run content through their parent company's channel. Some CPG brands run their YouTube presence through the parent company channel rather than individual brand channels. If a brand isn't listed, we couldn't verify an official channel exists. |
| What is the "Vidpros Score"? | The Vidpros Score is a rank-based composite calculated from four equally-weighted metrics: Total Subscribers (25%) — combined subscriber count across all verified channels; Total Views (25%) — lifetime view count across all channels; Top Video Performance (25%) — views on the company's most-watched video; Revenue Efficiency (25%) — subscribers per billion dollars of revenue, rewarding companies that punch above their weight. Each company is ranked 1-500 on each metric, converted to a percentile score, then averaged. Companies with no verified YouTube presence receive a score of 0. This approach rewards balanced YouTube excellence across reach, engagement, viral content, and efficiency. |
| Why do you measure "Efficiency"? | A company with $10B in revenue getting 100M views is performing differently than a company with $100B in revenue getting the same views. Efficiency (views per billion dollars of revenue) helps level the playing field and shows which companies are punching above their weight on YouTube relative to their size. |
| How do you handle companies with multiple channels? | We aggregate all verified channels under each parent company. Disney, for example, includes channels for Disney, Pixar, Marvel, Star Wars, ESPN, ABC, and dozens of other properties. The metrics you see represent the combined YouTube footprint of all official channels we've verified for that company. |
| How often is this data refreshed? | Channel statistics (subscribers, views, top videos) are refreshed periodically. Company revenue figures are updated quarterly as 10-K and 10-Q filings become available. The subsidiary lists are reviewed annually when new 10-K filings are released. |
| I found an error or missing channel. | We're continuously improving our coverage. Some channels may have been missed if they use unusual handles, are very new, or operate under names that differ significantly from their parent brand. If you've found an official channel we're missing, we'd love to hear about it. |
