More than a quarter of a million in fishing.

On 15 August, a new fishing channel published its first video. Eight weeks later, it had more than a quarter of a million views, with no followers to start from and no advertising behind it.

more than a quarter of a million

views in eight weeks

65%

of each video watched, on average

one in seven

viewers watching on a living-room screen

The buyer, already watching

For an outdoor or fishing brand, the audience is close to a customer list. Nearly nine in ten viewers are men, more than half are between twenty-five and forty-four, and more than four in ten watch from the United States.

Watched from the couch

The detail that matters most is where people watch. Across our channels, one in twelve viewers watch on a living-room screen. In fishing, it is one in seven. That matches where viewing is heading: YouTube is now 14.2%¹ of everything Americans watch on their living-room screens.

Fishing is a sit-down watch. People settle in, and they stay.

They stay long, too. Viewers watched 65% of each video on average and spent more than 1,100 hours with the channel in its first eight weeks.

What it means

A fishing brand usually pays, every season, to put a product in front of exactly this audience. Here the audience was built first, and it is already watching. A product placed inside its videos lands with people who chose to be there, on the screen they sit down in front of.