It has been found that on YouTube, earned media is much more popularly than owned media whereby earned media saw over 300 million view in comparison to 25 million views for earned media.
Earned media was found to have over 35 thousand videos on YouTube while there were only 260 videos of owned videos.
Some of the top brands of YouTube with both earned and owned media are Call of Duty which got 95% views through earned media but only 5% views through owned media; Lego with 99% views through earned media, Apple again with 99% views through earned media and only a mere 1% through owned media, etc.