The latest YouTube Marketing Report introduces the Touchstorm Video Index and the benefits of categorizing YouTube for major brands. Access the full, free report at www.tvi.touchstorm.com. Touchstorm is categorizing the entire YouTube platform, profiling millions of YouTube channels on a myriad of qualitative data points. Just as Pandora profiled songs, Touchstorm is profiling hundreds of thousands of YouTube channels and videos. The Touchstorm Video Index helps big brands and serious YouTubers discover their own winning formulas by peeling back YouTube’s immense layers to reveal competitive realities, content holes, growth patterns, and channel dynamics never seen before. With the Touchstorm Video Index, YouTube marketers will see channel and marketing insights far more meaningful than simply success based on views and subscribers.

1. YouTube Marketing Report
Inside the Touchstorm Video Index:
Categorizing YouTube for Major Brands
powered by
www.touchstorm.com 1

2. Touchstorm Video Index/ Powered by
Touchstorm is categorizing the entire YouTube platform, profiling
millions of YouTube channels on a myriad of qualitative data
points.
Pandora profiled songs.
Touchstorm profiled YouTube channels and videos.
Why? To help big brands and serious YouTubers discover their
own winning formulas.
As a result, the Touchstorm Video Index peels back YouTube’s
immense layers to reveal competitive realities, content holes,
growth patterns, and channel dynamics.
The result: Marketing insights far more meaningful than studying
views and subscribers.
What is The Touchstorm Video Index?
www.touchstorm.com 2
You can participate.
Any brand, publisher or user can
profile channels, and then instantly run
reports to get a rich understanding of
the YouTube playing field.

3. Touchstorm Video Index/ Powered by
Winning on YouTube starts with knowing your competition.
But, who’s the competition?
Should a knitting channel model itself after a skateboarding
channel? Or compare itself to a popular YouTube comedian?
Knitting, skateboarding and comedy are completely different
conversations. Every conversation performs differently on
YouTube.
To know your competition, don’t you need YouTube data
organized by subject matter?
YouTube and a few third-party analytics companies organize
YouTube’s tens of millions of channels into ~20 categories.
That’s not nearly enough segmentation to produce meaningful
marketing guidance.
YouTube is the
centerpiece of many
of the best social media
campaigns, hosting the
video assets that power up the
conversations on other social media.
Brands with strong YouTube channels
tend to run more successful social media
campaigns overall.
Social Media
is about having a
conversation with the
consumer. YouTube is
Social Media with sight, sound
and motion…. Perhaps the most
powerful kind of social media there
is.
How the Touchstorm Video Index Helps Brands
www.touchstorm.com 3

4. Touchstorm Video Index/ Powered by
The Touchstorm Video Index divides the world of YouTube into…
11 Themes………………………………………….
94 Conversations……………..
2,360 Topics……..
www.touchstorm.com 4
10 Themes
128 Conversations
2800+ Topics
The Importance of Categorizing YouTube
THEME:
The Sporting Life
CONVERSATION:
Outdoor Activities
& Adventure Sports
TOPIC:
Skateboarding
Channels…
TOPIC:
Kayaking
Channels…
TOPIC:
Mountain
Biking
Channels…
CONVERSATION:
Classic Sports
TOPIC:
NFL Football
Channels…
TOPIC:
Basketball
Channels…
TOPIC:
Futbol/Soccer
Channels…

5. Touchstorm Video Index/ Powered by
All that topical data lives in a big data engine and software
interface we call Voot®, patent pending. We’ve built a series
of free tools so you can access it.
Our profiling doesn’t stop at topics. We also profile…
Producer Type
Country
Languages
Off-Line Trading Area
Corporate Owner
Talent Profile
We combine our profiling data with YouTube’s basic
performance and engagement data (views, subscribers, likes,
etc.), to reveal the performance metrics that can move you
from mediocrity to victory.
Finally, you can understand what it takes to compete
on YouTube.
When you can see norms, you can figure out what to fix.
What is the typical view growth for a Brand…
in the Barbeque Grilling topic…
that produces content in English…
and uploads new content once a month?
With the Touchstorm Video Index, you can find the answer to that
question. And thousands of others.
The Brains Behind the Touchstorm Video Index
www.touchstorm.com 5

6. Touchstorm Video Index/ Powered by
What is The TVi Score?
www.touchstorm.com 6
The TVi Score* shows how well a YouTube channel is
producing engaging content and using it to generate a following.
• Identifies channel health based on a blend of “metrics that matter” —
Views, Subscribers, Conversion, Positive Passion, View Density, New
Content Activity, and more
• Weighs key metrics for a top score of 1,000
• Neutralizes anomalies such as “the-biggest-budget-wins” and one-hit
wonders
• Recognizes good channel management and audience impact
• Enables comparisons between any channel in a “conversation” with
others in the same “conversation,” or, across the board
• Shows brands and channel owners how to compete
• Shows advertisers where to put ad dollars
The TVi Score is a Ratings System for YouTube
Channels
#1 in
Skateboarding
TVi Score
976
June 2014
*See the Appendix for
definitions of certain key
metrics used in the scoring.

7. Touchstorm Video Index/ Powered by
OF THE CHANNELS USE ENGLISH AS THE
PRIMARY LANGUAGE. THE NEXT MOST
POPULAR LANGUAGE IS FRENCH,
FOLLOWED BY GERMAN, PORTUGUESE,
ITALIAN, JAPANESE
7.79b
29mm
86
Key Findings
3,166 38
89%
61
THE NUMBER OF
CHANNELS OWNED BY
BRANDS OR
RETAILERS,
REPRESENTING 26%
OF ALL CHANNELS
8
TVI Report Summary: Outdoor Adventure Conversation on YouTube
www.touchstorm.com 7
5
816
54%CHANNELS IN THE
OUTDOOR ACTIVITIES &
ADVENTURE SPORTS
CONVERSATION ON
YOUTUBE
OF THE CHANNELS IN
THIS CONVERSATION
HAVE MORE THAN
100,000 VIEWS
VIEWS IN THE OUTDOOR ACTIVITIES
& ADVENTURE SPORTS
CONVERSATION,
ON NEARLY HALF A MILLION VIDEOS
YOUTUBE STARS HAVE
EMERGED FROM THE 3,166
CHANNELS IN THIS
CONVERSATION (see definitions within)
• “SCOUTTHEDOGGIE” FROM
THE AIRSOFT TOPIC HAS
THE MOST VIEWS
• BRODIESMITH21 FROM THE
FRISBEE TOPIC HAS THE
MOST SUBSCRIBERS
SUBSCRIBERS IN THE OUTDOOR ACTIVITIES
& ADVENTURE SPORTS CONVERSATION
OF THE TOP
100 VIDEOS
ARE ALL
ABOUT TRICKS
AND MOTION
OF THE TOP 10 ADVENTURE
SPORTS CHANNELS ARE FROM
THE SKATEBOARDING AND
PARKOUR TOPICS
OUTDOOR ACTIVITIES & ADVENTURE
SPORTS
TOPICS YOU MAY HAVE NEVER HEARD OF:
AIRSOFT, BUSHCRAFT, GEOCACHING,
TRICKING,
AND SLACKLINING.
TOPICS COMPRISE THIS
CONVERSATION,
RANGING FROM
SKATEBOARDING TO
HUNTING & FISHING

8. Touchstorm Video Index/ Powered by
The percentage of a channel’s views
that emanate from the channel’s three
most popular videos. The lower the
score the better. When channels have
70% or more of their views coming
from their Top 3 videos, it’s usually due
to one of two things, neither of which is
good for channel health: one, the
channel had a “one-hit-wonder,” which
it hasn’t been able to replicate, which is
bad for audience growth and subscriber
conversion, or, two, it’s a brand that
used the video(s) as pre-roll, focusing
ad budgets on very few pieces of
creative, which isn’t good for passion
and conversion. The View Density
score helps minimize these unnatural
viewing patterns from the TVi results.
“Good channel practices” means
many things, but current TVi scoring
is primarily concerned with the
frequency of video uploading, and
whether or not videos have been
taken down. The healthiest
channels upload content constantly
— once a week or even more, and
usually at a cadence of the same
day(s) of the week. On the other
hand, taking down videos — a
practice which can’t always be
helped — is damaging to channel
health in more ways than one. Not
only does YouTube deduct the view
counts attributed to those videos,
but our testing shows that velocity
(a key factor driving the visibility
that attracts audience) decreases.
Indicates how successful the brand
is at converting viewers to
subscribers. Touchstorm expresses
this idea as Subscribers per Million
Views, or Subs/MMV. Building
audience is different than building
views. Conversion is something the
YouTube Stars have mastered —
their Conversion Rates are almost
always the highest in any analysis.
They’ve figured out how to make
the content their audience wants,
and how to market that content to
draw a loyal following.
When a consumer likes a video,
they express it by pressing the Like
button. The average rate of “liking”
on YouTube is similar to that of
banner ad clicks — it typically runs
less than one-half of one percent.
Some videos, channels and topics
generate a much higher Like rate.
For each Topic, Conversation, and
Theme, Touchstorm determines the
average Like rate and normalizes it
to an Index of 100, so that videos
and channels in that competitive set
can be judged on relative Likeability.
The highest indexes indicate very
Positive Passion for the content.
VIEW DENSITY CONVERSION
GOOD CHANNEL
PRACTICES
POSITIVE PASSION
www.touchstorm.com 8
Appendix: Definitions of Some Key Metrics Included in the TVi Score

9. Touchstorm Video Index/ Powered by
For More Information on Touchstorm
Other Data Available from Touchstorm & Voot®
To download the full Outdoor Activities & Adventure Sports report (Free)
http://www.touchstorm.com/touchstorm-video-index-2014-june-special-report
To Get a Channel Listed in The Touchstorm Video Index (Free)
www.touchstorm.com/channelprofiler
To Receive a Channel Report featuring performance and competitive insights (Free)
www.touchstorm.com/channelprofiler
To View YouTube Ratings for any Topic, Conversation or Theme
COMING SOON!
To Pick Up TVi Score Badges (winning channels in this report)
COMING SOON!
To get a Beta subscription for VOOT channel management software
Click “Request an Invitation” on app.voot.net
To Inquire about Touchstorm YouTube Audience Development and Video Syndication Services for
Big Brands…including custom data not publicly available
jbibeau@touchstorm.com
About Touchstorm
Touchstorm is a technology-based services company that
builds video audiences for the world’s largest brands. To
accomplish its vision of helping brands break out of the
advertising box through content creation, the company
grows YouTube channels exponentially, delivering organic
views and subscribers.
The company’s robust editorial distribution network
syndicates content that runs center of the page, and its
native video solution, Arena, drives engagement scores
significantly above industry benchmarks. Touchstorm uses
a suite of software technologies to identify content holes
and build brand audiences at scale, including Voot® and
Scoop™.
The company also produces videos for some of the world’s
biggest brands, and its Touchstorm Video Index showcases
the most effective videos at building audiences for brands.
www.touchstorm.com 9