The Sun is the largest UK newspaper on YouTube with 6 million subscribers, according to Enders Analysis’ YouTube and Journalism: the News Frontier Report published in February. This will have been aided by two factors: first mover advantage (The Sun’s main channel was established in 2007, vs the Mail in 2012 or the Guardian in late 2014); and its upload frequency — the Sun posted 12 times a day in the period Enders reviewed the publisher, mostly focused on war in Ukraine, UK poliitcs, crime footage and the British royal family. Originals marks its concerted push to broaden into other genres for video, said Enders’ senior research analyst Abi Watson.
“With declining visibility in search, social video is going to become a more important touchpoint,” said Watson. “In June, roughly a third of the keywords the Sun ranked for in Sistrix’s dataset triggered a Google AI Overview, and that figure has likely gone up since,” she said.