Finland’s Biggest Companies on YouTube: Present But Largely Inactive


Written by on Thursday, February 7, 2013
Image credit: Nokia YouTube

Image credit: Nokia YouTube

We looked at the YouTube presences of Finland’s 50 biggest companies to understand the current online video landscape among local advertisers. Our main findings were that majority of the companies are present on YouTube, however, nearly two thirds of the channels observed were relatively inactive.

Nokia leads the pack with an established presence. The Nokia channel was founded in 2005 and today there are over 700 videos, with new ones added nearly each week. What is also interesting is that Social Bakers actually ranks Finnish Rovio with 980 million views as the most popular non-entertainment brand channel in the world. For comparison, Nokia is in 15th place on the chart with 140 million views.

Fazer and Finnair’s YouTube success shows that there are large Finnish companies beyond Nokia that produce a fair amount of video content, pay attention to online distribution and essentially, use video fluently as a communication tool. It is likely competition for the top spots will get tougher with the recent arrival of YouTube in Finland.

Although there are no record labels among the 50 biggest companies in Finland, their YouTube channels are doing extremely well too. Warner Music Finland and Universal Music Finland both have around 50 million views each, while Rähinä Records is playing catch up with a respectable 36 million views.

Research Overview

Adoption

  • 84% of the companies observed have at least one YouTube channel
  • Innovators (10%) started their channels between 2005 and 2006. Out of this group, Finnair and Nokia have managed to use the early start to their advantage
  • Early adopters (15%) got on YouTube between 2008 and 2009
  • Majority of big companies (62%) joined between 2010 and 2012
  • Laggards (16%) still do not have channels

Activity

  • Activity level was determined based on the most recent video upload
  • Active participants (43%), the most active group, had posted at least one new video in the previous two weeks
  • Occasional uploaders (31%) had uploaded a video in the last six weeks
  • Passive followers (26%) had uploaded at least one video in the last 12 months, but none in the past six weeks

Content volume

  • Many channels do not have much content: 43% of channels have less than 25 videos
  • Only 10% of channels have over 300 videos
  • The average channel has about 109 videos
  • Out of the companies with the most videos, Kesko (1354) has almost double the videos of Nokia (744), however Nokia has over hundred times more views (138 718 670 versus Kesko’s 113 727)

Popularity

  • There are only four channels with over a million video views and more than 1 000 subscribers: Nokia, Fazer, Finnair and ABB. 
  • Majority of the channels (71%) have fewer than 100 subscribers
  • 31% of channels have less than 10 000 video views

Channel data were collected January 17-18, 2013. The 50 biggest companies were selected based on Talouselämä 500 ranking. In the absence of a company channel, a brand-specific channel was used for the comparison.

Watch our Creative Director Pauli Kopu comment on the YouTube Nordic launch and this study below.

About the author

Vilja Sormunen looks after publishing and distribution at online video agency KLOK. She has previously worked in social marketing at Nokia as the global YouTube channel lead, online marketing at e-commerce company Spreadshirt and public relations at TBWA/Helsinki. Vilja studied international business at the Helsinki School of Economics and wrote her Master's thesis on viral marketing.