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SEO of ESPN’s YouTube Studio boosts subscriber base by 3.6X​

Challenge

Reaching over 200 countries across all the seven continents in 5 languages, ESPN has established itself as one of the leading global sports media brands. 

To increase ESPN’s subscriber base in India, Merkle Sokrati needed to explore newer ways to increase visibility and engagement.

Approach

Audience profiles were established to understand their interests and attention span while watching the channel videos. Based on this data, existing videos were optimized, and production insights were captured for the future.

A close tab on competition was kept for understanding the market share standing. An analysis of competitors’ videos and channel growth, helped in formulating strategies by identifying gaps in the market, most popular consumer topic & more. This was quintessential in staying ahead of the curve.

After increasing the audience reach, efforts were focused on increasing Brand Recall and encouraging viewers to subscribe.

“Sports media is a highly competitive market with fluctuating customer attention span. It was crucial for us to improve our visibility to the YouTube audience and convert viewers that kept coming back to our channel into subscribers. Merkle Sokrati’s microanalytical and data-driven approach to improving YouTube SEO did wonder in achieving this and we’re just getting started.”

Swati Kamdar

Associate Director, ESPN.

 

Results

3.6X
More Subscribers
2.8X
More Views
4.5X
More Watch Time

Keys to success

​Established audience profiles
Understood customer interests and captured production insights based on them
Understood the audience intent to reduce the drop-off time and increase engagement

Discover how we did it. Contact us today.