NoxInfluencer: 2022 YouTube Influencer Marketing Trend Report in Asia-Pacific
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Preface: Influencer Marketing Ecology with Targeted Social Traffic
With the global social media industry continually growing over the last decade, we have seen a flourishing development in creator communities across the globe. Without any doubt, YouTube sits solidly on the king throne of video content platforms, with DAU (Daily Active User) of 122 million. Most people’s attention has migrated from traditional media to social media, especially in the last two years of the pandemic.
Asia, as the most crowded area on this planet, with a population of over 4 billion, is embracing its booming social influencer economy. In China, the market of live streaming e-commerce in 2020 reached about 1237.9 billion yuan and was estimated to reach 4.9 trillion yuan by 2023, per Statista.
Being the hub of attention, social media platforms now are earning escalating traffic, which is seen as the new universal equivalent for businesses and influencers. Social platforms, being new marketplaces for brands, mean a new monetization technique for influencers. While, grasping the behind data of this field is crucial for marketers and creators to leverage social media effectively.
As a leading player standing at the forefront of the influencer marketing field, it is imperative for NoxInfluencer to make annual trend reports of social media for both brands and creators who aim to grow business through getting insights into deep stats of social media.
Introduction: Trend Insight through Stats and Technology–empowering Marketing
This report aims to provide new insights into influencer marketing on YouTube in the Asia-Pacific area for both brands and creators by grasping the hidden trends. For now and future, being informed of social media trends through deep data and technology powered by NoxInfluencer is one of the most key things. With broad research and analysis, we deeply dive into surveyed channels and try to reveal the 2021 Asian trend on YouTube and provide new insights for influencer marketers.
NoxInfluencer explores over 1.3 million YouTube channels (with more than 1,000 subscribers) from 16 countries or areas in Asia-pacific area. New 20,363 influencers joined YouTube and 74,153,339 videos were created over the first 11 months in 2021.
In the first half, we discuss the new Asian YouTubers trend analysis in 2021. Among all explored new YouTube influencers, we compare all different YouTube categories’ channel counts, video counts, average subscriber growth. Also, top 10 fastest-growing new YouTubers from Asia-pacific in 2021 are also shared.
In terms of rate of views to subs, a key indicator of the level of content influence and exposure, new influencers have much higher views/subs rate. Such as new influencers of pets and animals, the total rate of views to subs under pet contents is nearly to 988, indicating each subscriber contributes 988 views to new pet channels in Asia-pacific. Brands should try new channels more to do influencer marketing due to the lower cost of exposure. And among new channels, nearly 28% of new videos in 2021 were created by gaming influencers, who only contributed 19% of total videos in 2020. Gaming content is most popular and what new Asian YouTubers most would like to create in 2021.
In the second half, NoxInfluencer discusses all YouTubers channels in the Asia-Pacific area and analyze their stats in total. Similarly, we compare different categories’ channel counts, average subscribers, video growth in 2021, and lists of most popular Asian YouTubers and fastest-growing Asian YouTubers.
In Asia, 24.89% of YouTube channels are People&Blog. Channels of News&Politcs have the largest average following of over 70 thousand subscribers. Gaming channels lead the rate of views/subs, indicating that their cost to garner viewing is lower. Collaborating with gamers would be a better marketing option. In 2021, Asian most popular and fastest–growing YouTuber is T-series with 200 million subscribers and 34 million of growth.
In addition to this overall report over the Asia-Pacific area, the breakdown copies for countries from Europe, North America, and areas of Africa, middle east, and Latino America will be made subsequently.
Trend Stats and Analysis
All the statistics, as of Nov 15, 2021, are powered by NoxInfluencer global YouTube academy. All data used in statistics and analytics include but are not limited to real-collected ones and estimated ones.
2021 YouTube Trend Analysis over New Channel from Asia–Pacific
- 55 new Asian channels became Elite channels in 2021
- Climbed to 21.69%: Gaming channel ratio surpassed Entertainment with strong momentum
- 27.84% of Videos by New Asian Channels are Created by Gamers in 2021
- 110,091 plays per video: Film&Animation content led the popularity among Asian new channels
- 990 views per sub: Pet content most likely to go viral in 2021 for New Asian Influencers
- 30,952 subscribers per channel, new Education channels grew fastest in 2021
- 2021 Top 10 Fastest-growing New Asian Channels, by sub growth
2021 YouTube Trend Analysis Over All Asian Channels
- 0.78% of Elite channels in Asia
- 25% of YouTube channels from Asian-Pacific are People&Blog
- 70,736 subs per channel: News&Politics channels enjoy largest audience in Asia
- 103,894 plays per Comedy video
- 75.47 views per sub: Gaming Channels’ viewing has stronger potential to grow in the long term
- 207% of Growth: News&Politics videos grew sharply in Asia-Pacific Area
Video growth rate of each category in 2021：
Category 2020 Growth 2021 Growth
Comedy 105% 28%
Nonprofits & Activism 376% 186%
Pets & Animals 272% 98%
Travel & Events 108% 52%
Autos & Vehicles 219% 91%
Film & Animation 102% 59%
Sports 154% 105%
Science & Technology 209% 52%
Howto & Style 269% 43%
Music 119% 43%
Education 322% 83%
News & Politics 452% 207%
Entertainment 204% 85%
Gaming 274% 67%
People & Blogs 115% 52%
- 2021 Top 10 YouTuber Channels from Asia-Pacific
-2021 Top 10 Most Subscribed YouTube Channels from Asia
-2021 Top 10 Fastest-growing YouTube Channels from Asia
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NoxInfluencer is a world-leading one-stop influencer marketing platform and marketing SaaS provider. With a global vision, NoxInfluencer has built a database of 18 million influencers and are providing over 100 thousand brands with services of influencer marketing campaign launching, social media data analytics, sponsorship earning for creators. There are 5 million users visiting NoxInfluencer monthly.
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