SAN FRANCISCO: The number of advertisers using YouTube has risen by more than 40% over the past year, according to a new report commissioned by the video-sharing platform.

The study by video marketing firm Pixability examined how the Google-owned site is used by the world's top 100 brands, as ranked by brand consultants Interbrand, and found they are creating ever more content for YouTube.

According to Pixability, the top 100 brands are collectively uploading a video to YouTube every 18.5 minutes and views of their branded content have nearly doubled in the last 12 months.

These brands have a total of 40bn views across their 2,434 channels and 18bn of them took place last year. YouTube's channels also have 73m subscribers, up 47% year-on-year, the report noted.

As these brands build relationships with viewers, it appears that an increasing number of them are making content specifically for the channel.

10% of brand videos posted to YouTube in the last year were over 10 minutes long, which the report said made them perform better than "repurposed material" and indicated that brands are seeking to produce unique and relevant content.

Furthermore, they are prepared to pay to do so and the report found that the average spend of the top 100 video advertisers, as defined by media spend, has risen 60% since last year.

"We hit a turning point last year," said Tara Walpert Levy, managing director of agency solutions at Google, in comments reported by Adweek.

"What drove it home is the viewership piece – how much viewers are embracing brand content, and the sheer volume of it."

The Pixability report was published a few days after Google announced second quarter net income of $3.93bn.

Advertising revenue grew 11% to $16.02bn from the same period last year while the number of ads, or paid clicks, rose 18%.

Data sourced from YouTube, Adweek, Reuters; additional content by Warc staff