Branded videos on YouTube have nearly doubled their all-time views in the past year. According to a Pixability study commissioned by YouTube, videos from the worlds top 100 brands had collectively attracted 40.1bn views in June 2015 – up 85 per cent on the previous years 21.7bn.

These are all-time figures, meaning that nearly half of all views on these videos took place in the past year alone. This is highly impressive, but perhaps not too surprising given the sheer volume of branded videos. Between these 100 brands alone, a new video is posted every 18.5 minutes, with Thursday proving the most popular day for uploads.

10 per cent of the top 100 brands videos are over 10 minutes long, which suggests that, rather than merely repurposing TV assets, brands are creating bespoke content for YouTube.

And this strategy seems to be paying off – likes on the videos outnumber dislikes by more than ten-to-one, at 90m and 8.9m respectively.