Our Whistle YouTube channel was created in 2006 to bring a sports brand that was not reliant upon rights, to a Gen Z and Millennial audience on the social platforms in which they are consuming content. We were focused on building an authentic brand focused on content that meets at the intersection of sports and culture, and is relatable, uplifting and inspiring for a new generation. Through our original content slate of 50+ shows, our YouTube channel constantly delivers brand safe formats that help audiences get to know athletes and entertainers off the court or field.
As a preferred partner with YouTube that has a CMS network on the platform, we create inspiring, uplifting, accessible and relatable sports adjacent content for a socially literate Gen Z and Millennial audience. Through our original content slate of 50+ shows, our YouTube channel constantly delivers brand safe formats that help audiences get to know athletes and entertainers off the court or field. As a publisher and agency we’re utilizing and leading the charge on YT Shorts, which 75% of legacy YouTube viewers watch Shorts directly. A focus on YT Shorts has accounted for 74% of total viewership in 2022 so far, with YT long-form videos made up 78% of our channel's total watch time (in terms of minutes viewed.) YT shorts helped accelerate overall channel growth and reach, and our great long-form content kept the new subscribers indicated by the ~6x watch time - the new 1-2 punch. We were tasked by YouTube Shorts seminars to teach creators how to properly utilize the tool.
Our Whistle YouTube channel had over 900 million views last January alone. We currently have 2.8M subscribers. Our channel has collected 1,399,527,234 lifetime views. Our flagship ‘No Days Off’ series has garnered 300 million+ all time views. In terms of time watched in just minutes we’ve garnered 169,236,000,000 minutes, 2,820,600,000 hours watched and 321,986 years watched. We continue to be leaders in the exploration and utilization of YT Shorts, with 85% of subs added as a result.