Why Samsung and Mirae Asset Both Sponsor the Same YouTuber: 814 Deals in Korea's ETF War
Key Takeaways
- · 삼성·한화·미래에셋 자산운용 3사가 1년간 유튜브에 집행한 협찬 영상은 총 814건이며, 한 채널(돈쭐남)에 262건이 집중됐습니다.
- · 3사의 전략은 완전히 다릅니다. 삼성은 18채널 물량(471건), 한화는 1채널 전속(173건/85%), 미래에셋은 10채널 효율(편당 9.5만 뷰)입니다.
- · 편당 평균 조회수 80,107회는 높지 않지만, 자산운용사의 유튜브 투자는 직접 전환보다 반복 노출에 의한 인지도 축적에 목적이 있습니다.
- · 814건 중 50만 뷰 이상은 7건(0.9%)에 불과하며, 한 채널 집중 시 크리에이터 리스크·시청자 피로·브랜드 희석이 동시에 발생할 수 있습니다.
Three of Korea's largest ETF asset managers poured 814 sponsored videos into YouTube over the past year. Samsung Asset Management posted 471, Hanwha Asset Management 203, and Mirae Asset Global Investments 140. All three sponsors overlapped on a single channel — and Samsung and Mirae Asset alone sent 259 deals to that one creator.
Why Asset Managers Spend on YouTube
As of April 2026, Korea's ETF net assets surpassed KRW 303 trillion, a 75% jump from KRW 173 trillion a year earlier. Since ETF products track indices and deliver similar returns, competition between asset managers has shifted from performance to brand recognition. Seoul Economic Daily described this as "subscriber competition replacing returns."
According to Dhesy's sponsorship data, Samsung Asset Management, Hanwha Asset Management, and Mirae Asset Global Investments collectively executed 814 YouTube sponsorships over the past year, accumulating approximately 65.2 million views.
자산운용 3사 유튜브 협찬 건수 (최근 1년)
* Source: Dhesy
Do They Spend the Same Way?
Not at all. The distribution of 814 deals reveals three completely different strategies.
| Asset Manager | Annual Deals | Creator Count | Avg Views/Video | Top Channel Share |
|---|---|---|---|---|
| Samsung Asset Mgmt | 471 | 18 | 78,596 | 47% (221 deals) |
| Hanwha Asset Mgmt | 203 | 6 | 73,220 | 85% (173 deals) |
| Mirae Asset Global | 140 | 10 | 95,177 | 71% (99 deals) |
| Combined | 814 | — | 80,107 | — |
Samsung went widest, distributing across 18 channels. Their top placements went to Wall Street Brief (221 deals) and Money Master (160 deals), with 90 more scattered across 16 other channels. This is a frequency-over-depth play.
Hanwha took the opposite route. Just 6 channels received all 203 deals, with a single current affairs and science education channel absorbing 173 of them — 85% of the total. This is effectively an exclusive partnership.
Mirae Asset split the difference with 10 channels and fewer total deals at 140, but achieved the highest average views per video at 95,177. They concentrated 99 deals on Money Master while diversifying into sports, tax advisory, and pension-focused channels.
When Three Competitors Sponsor the Same Creator
One channel received sponsorship from all three: Money Master (Donjjulnam), a popular personal finance creator. Samsung placed 160 deals, Mirae Asset 99, and Hanwha 3 — totaling 262 asset management sponsorships on a single channel.
Competitors sharing the same influencer is rare even in automotive or beauty. Asset managers accept this structure because their target audience is extremely narrow. The segment of "investment-minded viewers aged 30-50" concentrates on a handful of finance channels, leaving managers with limited alternatives.
Samsung's highest-viewed sponsored video was "KOSPI Could Hit 10,000" (956K views) on this channel, while Mirae Asset's top was "Not the Time for S&P 500" (549K views) — both from the same creator.
Is 80K Views Per Video Worth It?
The overall average of 80,107 views per video sits below typical sponsored content benchmarks. The narrow targeting and 30-60 minute long-form interview format create a natural ceiling. Short-form content remains rare: Samsung produced 20 Shorts (4%), Mirae Asset 18 (13%), and Hanwha just 1 (0.5%).
Yet judging these numbers at face value misses the point. Asset managers use YouTube sponsorships for awareness stacking, not direct conversion. If a viewer has encountered a brand 7-8 times on YouTube before searching for ETFs on their brokerage app, each individual video's view count matters less than cumulative exposure.
Hanwha's strategy illustrates this best. Their top-performing video, "Those Expensive Supplements Are Just Egg Whites" (415K views), has nothing to do with asset management. The brand runs pre-roll ads on a science and education channel, banking on repeated exposure across seemingly unrelated content.
편당 평균 조회수 비교
* Source: Dhesy
When This Strategy Breaks Down
Creator risk comes first. Concentrating 85% of deals on one channel, as Hanwha does, means any controversy involving that creator becomes a brand crisis. Korea's Financial Supervisory Service has already tightened monitoring of YouTube financial advertisements following repeated "pump and dump" controversies.
Viewer fatigue is the second concern. Money Master subscribers see Samsung and Mirae Asset sponsorships alternating within weeks. When competing brands rotate through the same channel, individual brand impressions can blur together.
The third risk is the gap between views and conversion. Only 7 of 814 videos (0.9%) crossed 500K views — Samsung 4, Mirae Asset 3, Hanwha 0. Most content sits in the 20K-100K range, where conversion data remains unpublished industry-wide.
Takeaways for Marketers
The "narrow target × repeated exposure" framework applies beyond finance. B2B software, professional services, and niche consumer brands face similar audience concentration.
Samsung's volume play (18 channels, 471 deals) builds awareness fast but demands high management overhead. Hanwha's exclusive play (1 channel, 173 deals) builds deep trust but concentrates risk. Mirae Asset's balanced play (10 channels, 140 deals, highest per-video views) optimizes efficiency but delivers the lowest total exposure.
The right choice depends on brand maturity: volume for market entry, exclusive depth after establishing awareness, and efficiency focus when budgets are constrained.
FAQ
What format do asset managers use for YouTube sponsorships?
Most are 30-60 minute long-form interviews or market commentary with pre-roll or mid-roll brand integrations. Of Samsung's 471 deals, only 20 (4%) were Shorts. Explore each manager's partnerships on their brand pages.
Which of the three has the most efficient YouTube marketing?
Mirae Asset Global Investments leads with 95,177 average views per video, followed by Samsung at 78,596 and Hanwha at 73,220. However, views alone don't capture conversion effectiveness.
Is it problematic for competitors to sponsor the same YouTuber?
There's no legal prohibition. Samsung (160 deals) and Mirae Asset (99 deals) both sponsor Money Master. The marketing risk is brand impression dilution when competing messages alternate on the same channel.
How does ETF market growth connect to YouTube marketing?
Korea's ETF net assets grew 75% in one year to KRW 303 trillion. As individual investors increased, information consumption shifted from brokerage reports to YouTube, pulling asset manager competition onto the platform. See more industry YouTube marketing cases on the Dhesy blog.
Are other financial firms active on YouTube?
DB Insurance leads the finance category with 818 deals, though concentrated on a single channel. KB Asset Management (386 deals) and Hana Asset Management (126 deals) are also significant YouTube sponsors.
Methodology: Based on Dhesy platform data covering 2,473 brands and 6,525 collaborations. Individual analysis of 814 sponsored videos from three asset managers (Samsung, Hanwha, Mirae Asset). Analysis period: April 27, 2025–April 27, 2026. Data source: Dhesy External source: Seoul Economic Daily Last updated: 2026-04-27