Despite YouTube having grown 40% year-over-year since 2014, and the online advertising industry reaching $13.8 billion, the over the counter medicines industry treats YouTube as a warehouse for storing old TV ads. Out of the US Top Ten only Durex, and Tylenol create content specifically for YouTube.

Ninety-nine percent or 100% of the views for the top ten Youtube videos in this category are paid for.

Exceptions are Always, Durex, and Tylenol – the same group that creates original content.

Hashtag campaigns boost organic views for these brands. For example, Durex captured 26% of its 37.6 million views from it most-viewed #Connect video, demonstrating the potential for original, well-promoted content.

 

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