Only 13 of 78 Creators Are Tech Channels — Why Samsung Bets Big on Entertainment and Food YouTubers
Key Takeaways
- · 삼성전자 유튜브 협업 78명 크리에이터 중 테크 채널은 16.7%에 불과하며, 예능(23.1%)이 가장 많다
- · 최고 조회수 영상은 K-POP 채널(STUDIO CHOOM)에서 나온 863만 회로 테크 리뷰를 압도했다
- · 테크 카테고리 평균 대비 22.5배의 협업 규모와 1.66배의 평균 조회수를 기록했다
- · 비테크 채널이 상위 5개 영상 중 4개를 차지하며, 크로스 카테고리 전략의 효과를 입증했다
- · 크로스 카테고리 전략은 참여율 하락과 브랜드 연상 측정 한계가 있어, 대규모 예산이 전제되어야 한다
Dhesy analyzed 64,000 YouTube collaboration videos across 3,600+ brands. Samsung Electronics partnered with 78 creators, yet only 16.7% were tech channels. The remaining 83.3% spanned entertainment, food, travel, and other non-tech categories — a strategy that produced 22.5x more collaborations than the tech category average and 1.66x higher average views.
8.6 Million Views from a K-POP Stage — Samsung's Top YouTube Hit Isn't a Tech Review
Samsung Electronics' highest-viewed YouTube collaboration isn't a product review — it's an IVE K-POP performance.
When we pulled Samsung Electronics' YouTube collaboration data, the number-one video wasn't a Galaxy unboxing or camera comparison. IVE's 'XOXZ' performance filmed at STUDIO CHOOM took the top spot with 8.63 million views.
This wasn't a fluke. Of the 78 creators Samsung has partnered with, only 13 (16.7%) are tech channels. The remaining 83.3% span entertainment, food, travel, parenting, and other non-tech categories.
Samsung Electronics — A Tech Ecosystem Woven into Daily Life
Samsung Electronics is a global technology company spanning smartphones (Galaxy series), TVs, home appliances, and semiconductors. In South Korea, Samsung's presence goes beyond brand status — it's practically daily-life infrastructure. In 2026, Samsung launched the 'Galaxy Crew 2026' program, recruiting 70 creators across 11 fields including fitness, fashion, gaming, beauty, and dance to build connections with Gen Z and young millennials.
The strategy is straightforward: position Galaxy not as a "tech product" but as a "lifestyle tool." Tech reviewers only reach people who already know Galaxy. Entertainment, food, and travel channels show Galaxy in everyday contexts, building purchase intent among broader audiences.
Key Stats: 22x More Collaborations Than Tech Average
By Dhesy metrics, Samsung's YouTube marketing scale dominates the tech category.
| Metric | Samsung | Tech Avg (179 brands) | Multiple |
|---|---|---|---|
| Total Collaborations | 135 | 6 | 22.5x |
| Unique Creators | 78 | 4 | 19.5x |
| Avg Video Views | 471,485 | 283,141 | 1.66x |
| Engagement Rate | 1.75% | 2.03% | 0.86x |
The engagement rate sits below the tech average (2.03% vs 1.75%). This is not a weakness — it's a tradeoff. Tech channel viewers engage actively because they're already interested. Non-tech viewers consume content organically and absorb brand exposure naturally. Samsung chose reach over depth.
삼성전자 협업 크리에이터 카테고리 분포
* Source: Dhesy
Entertainment Tops the List — Inside the Creator Category Breakdown
Across all 78 Samsung collaborators, entertainment (18 creators) outranks tech (13) as the top category.
| Category | Creators | Share |
|---|---|---|
| Entertainment | 18 | 23.1% |
| Tech | 13 | 16.7% |
| Food | 10 | 12.8% |
| Travel | 8 | 10.3% |
| Vlog | 6 | 7.7% |
| Home & Living | 6 | 7.7% |
| Others (Education, Beauty, etc.) | 17 | 21.8% |
Entertainment ranking first means Samsung is selling "situations," not specs. Neodult (2.2M subscribers) hit 1.92M views with 'Mom, that's not how you use it' — a relatable family conflict over Galaxy usage.
The Corn Bread That Hid a Galaxy — A Case Study
Why would Samsung pay a food channel to recreate an animated snack from the 1990s?
Weird Sweets Shop collaborated with Samsung on 'Making the Legendary Corn Bread from Black Rubber Shoes' — a Korean animated series from the '90s. No 'Samsung' or 'Galaxy' in the title. The video centers entirely on recreating a nostalgic cartoon recipe.
Breaking down why this video hit 2.2 million views reveals Samsung's playbook. First, the title keyword 'Black Rubber Shoes' triggers nostalgia for viewers in their 20s-30s — precisely Galaxy's core demographic. Second, the recipe-recreation format keeps viewer attention high. As viewers follow the cooking process, a Galaxy tablet appears naturally as the recipe display. Third, the comments focus on the content itself, not the brand — minimizing ad fatigue.
This case represents the typical pattern of Samsung's non-tech collaborations: earn views through content quality, expose the product as background.
Tech vs Non-Tech Channels — The View Count Reversal
Samsung's tech channel partner 1-Minute Tech delivers steady results through series content. The 'Samsung's Crazy Tech Update' series totaled 5.9M views across three episodes.
On a per-video basis, however, non-tech channels dominate. Four of the top five videos came from non-tech creators.
| Rank | Creator | Category | Views |
|---|---|---|---|
| 1 | STUDIO CHOOM | Music | 8.63M |
| 2 | Naraesik | Food | 6.60M |
| 3 | VIVO TV | Entertainment | 3.69M |
| 4 | 1-Minute Tech | Tech | 2.60M |
| 5 | Weird Sweets Shop | Food | 2.20M |
삼성전자 협업 영상 TOP 5 조회수
* Source: Dhesy
Competitor Comparison — Samsung vs LG Electronics
Within the tech category, the strategic gap between Samsung Electronics and LG Electronics is clear.
| Metric | Samsung | LG Electronics | Gap |
|---|---|---|---|
| Total Collaborations | 135 | 71 | 1.9x |
| Unique Creators | 78 | 58 | 1.3x |
| Avg Video Views | 471,485 | 390,218 | 1.2x |
| Engagement Rate | 1.75% | 1.37% | 1.3x |
Samsung runs 1.9x more collaborations than LG, yet the creator count gap is only 1.3x. This signals heavier use of repeat partnerships (package deals) with proven creators. The 1-Minute Tech series is a prime example.
When This Strategy Doesn't Work
Cross-category strategy has clear limitations.
| Risk | Detail |
|---|---|
| Lower engagement | Non-tech viewers care less about the product itself. Samsung's ER (1.75%) trails the tech average (2.03%) |
| Weaker brand recall | Many videos omit 'Samsung' from the title. High views don't guarantee brand awareness lift |
| Cost efficiency unclear | 135 collaborations require a substantial marketing budget. Not a playbook mid-size brands can replicate directly |
| Category exceptions | In Dhesy data, food & beverage brands often see higher ROI from same-category (food channel) collaborations. Cross-category isn't universally superior |
This analysis is view-count based. Actual conversion rates (app installs, purchases) vary significantly by brand. Samsung's scale and existing brand awareness are prerequisites for this strategy.
Takeaways for Marketers
Three actionable lessons from Samsung's data.
For advertisers/marketers: Restricting tech products to tech channels only reaches existing interest groups. Showing Galaxy in everyday contexts via entertainment, food, and travel channels expands reach to non-interest audiences. Set reach-based KPIs (views) rather than engagement-based ones for cross-category campaigns.
For creators: Non-tech channels have ample opportunity for tech brand partnerships. 83.3% of Samsung's collaborations go to non-tech channels, and natural product integration into lifestyle content generates higher view counts than dedicated reviews.
For agencies: The key metric is "collaboration density per creator." Samsung distributed 135 collaborations across 78 creators (avg 1.7 per creator). Repeat partnerships with trusted creators outperform one-off mass distribution.
FAQ
Q. What is Samsung's most-viewed YouTube collaboration?
A. IVE's 'XOXZ' performance on STUDIO CHOOM leads with 8.63M views. A K-POP piece, not a tech review, holds the top spot.
Q. What types of YouTube channels does Samsung mainly collaborate with?
A. Entertainment channels (18 creators, 23.1%) top the list, followed by tech (13, 16.7%), food (10, 12.8%), and travel (8, 10.3%). The portfolio spans 18+ categories.
Q. How does Samsung's YouTube strategy differ from LG's?
A. Samsung operates at 1.9x LG's collaboration volume (135 vs 71), with higher average views (471K vs 390K) and engagement rate (1.75% vs 1.37%).
Q. Why are non-tech channel collaborations effective for Samsung?
A. Tech channels reach viewers already interested in products. Non-tech channels expose Galaxy as a natural lifestyle tool, building new purchase intent. Four of Samsung's top five videos by views came from non-tech channels.
Q. What are the downsides of cross-category strategy?
A. Engagement rate may drop below category average (Samsung 1.75% vs tech avg 2.03%), and brand recall measurement is difficult. The strategy requires Samsung-scale budgets to be effective.
Methodology: Based on Dhesy platform data covering 3,600+ brands and 64,000 collaboration videos. Analysis period: July 2025 – April 2026. Data source: Dhesy External sources: Samsung Newsroom, InsightKorea Last updated: 2026-04-03