Follow how traditional media is moving onto YouTube.
Who owns what on YouTube
Dataxis is launching a module that monitors how traditional media has moved onto YouTube. It maps how long-form content backed by media companies (broadcasters, content owners, production studios, digital content aggregators and others) is being published on the platform. Channels and videos are categorized by genre and by owner, from fiction and entertainment to sport, kids, music and factual, with monthly tracking of how each catalogue grows and engages.
Coverage at scale
The module covers
- 45 countries across North America, Europe, Latin America and the Middle East & Africa
- 100+ media companies
- 1400+ YouTube channels
- 10 genres.
Each month, 600k+ hours of content and 2.5 million videos are mapped.
Monthly data starts in Q3 2026.
Covered groups include BBC Studios, Canal+, ARTE, ZDF Studios, TF1 Studio, Paramount Global, Warner Bros. Discovery, TelevisaUnivision, PBS, CBC, France Médias Monde, Deutsche Welle, AFP, Banijay, Fremantle, Mediawan, Sony Pictures, National Geographic, Little Dot Studios and Webedia.
Ownership, categorization and performance in one tool
The Tableau analytics tool gives a detailed view of each channel and video: owner and owner type, genre, language, subscribers, views, video count, hours of content, newly added content, comments and likes, tracked month by month. It sits at the intersection of three axes rarely combined in one product: media ownership, content categorization, and comparative channel performance over time. KPIs include total video count, hours of content available, and engagement metrics (views, likes, comments).
For broadcasters, publishers and studios
Broadcasters and publishers can benchmark their YouTube channels against competing media groups on subscribers, views, output and engagement, identify the genres where rivals are building audiences and where their own catalogue is under-represented, and follow competitors’ publishing activity month by month. Production studios and content distributors can see which media groups are investing in which genres, to pitch content and rights to the right buyers, benchmark their channels against broadcaster-owned and aggregator channels in the same genre, and identify which content types earn the most comments and likes to guide the repackaging of library content.
For strategy teams, agencies and consultants
Media groups’ strategy teams can map a group’s full YouTube footprint across all its channel brands, compare it with rival groups, and track how fast each owner type (TV, radio, press, studios, aggregators) is shifting output and audience to YouTube, supporting investment, M&A and partnership decisions. Agencies, aggregators, sales teams and consultants can build prospect and media-buying lists of high-performing channels by owner, genre and engagement, size the YouTube opportunity in a genre or market using monthly trends, and produce market reports on traditional media’s presence and performance on YouTube.