Samsung's 194 YouTube Sponsorships: Only 26% Go to Tech Channels
Key Takeaways
- · 삼성전자 유튜브 협찬 194건 중 74%가 비테크 채널에 배분됐으며, 비테크 채널의 평균 조회수는 테크 채널의 1.78배입니다.
- · 협찬 조회수 1위는 STUDIO CHOOM의 아이브 댄스 영상(877만 뷰)으로, 제목에 삼성이나 갤럭시가 등장하지 않습니다.
- · 음식(72.9만), 예능(44.2만) 등 10건 이상 협업한 카테고리에서도 테크 채널(23.7만)을 안정적으로 앞섭니다.
- · LG전자도 협찬 112건 중 67%가 비테크 채널로, 테크 업계 전반의 크리에이터 전략 전환이 확인됩니다.
Of Samsung Electronics' 194 YouTube sponsorship videos, only 26% went to tech channels. The remaining 74% were distributed across entertainment, food, travel, and parenting creators — and those non-tech channels averaged 1.78 times the views of tech reviewers.
Samsung's Creator Mix: Tech 51, Entertainment 46, Food 17
Samsung Electronics spread 194 sponsored videos across 102 creators (data collected April 2025–April 2026 via Dhesy). Tech category creators accounted for 51 videos (26%), while entertainment creators received 46 (24%), food creators 17 (9%), and travel creators 14 (7%). A tech brand placed more sponsorships with entertainment channels than with tech channels.
The reasoning behind this distribution became official in January 2026 when Samsung launched "Galaxy Crew 2026." This ambassador program recruited 70 creators across 11 fields including fitness, fashion, gaming, beauty, and dance — designed to integrate Galaxy products into lifestyle content. The program's 2025 pilot had already produced 4,000 pieces of content with 90 million cumulative views.
삼성전자 협찬 영상 카테고리 분포
* Source: Dhesy
Average Views by Category: Tech Ranks 6th
The Dhesy data tells an unexpected story.
| Category | Sponsored Videos | Creators | Avg. Views |
|---|---|---|---|
| Music | 3 | 2 | 3,108,824 |
| Parenting | 5 | 3 | 776,569 |
| Food | 17 | 12 | 729,013 |
| Education | 4 | 3 | 507,437 |
| Entertainment | 46 | 21 | 441,514 |
| Tech | 51 | 17 | 236,917 |
| Travel | 14 | 12 | 271,608 |
| Vlog | 12 | 7 | 154,276 |
Tech channels' average of 236,917 views ranks 6th among 7 major categories. The music category leads at 3.1 million, though with only 3 data points. What matters is that food (729K) and entertainment (441K) — categories with 10+ videos each — consistently outperform tech.
카테고리별 평균 조회수 비교
* Source: Dhesy
The #1 Video: An IVE Dance Performance at 8.77 Million Views
Per Dhesy data, STUDIO CHOOM's IVE 'XOXZ' performance video sits at 8.77 million views — the highest across all Samsung sponsorships. Neither "Samsung" nor "Galaxy" appears in the title. The Galaxy product was embedded within a K-pop performance format.
Second place goes to Nareatsik's celebrity interview episode (6.6M views), and third to VIVO TV's subscriber home visit content (3.69M views). All top 3 are non-tech. The highest-performing tech channel is 1-Minute Tech at 2.6 million views — a 3.4x gap from first place.
YuYuTiger's parenting video "Why You Should Never Have a Power Struggle with Your Teenage Daughter" reached 2.32 million views — 9.8 times the tech category average — with Galaxy products appearing naturally in parent-child daily life.
Samsung vs. LG Electronics: Same Direction, Different Ratios
| Metric | Samsung Electronics | LG Electronics |
|---|---|---|
| Sponsored Videos | 194 | 112 |
| Unique Creators | 102 | 80 |
| Tech Ratio | 26% | 33% |
| Non-tech Avg. Views | 422,023 | 325,474 |
| Tech Avg. Views | 236,917 | 147,846 |
| Non-tech Multiplier | 1.78x | 2.20x |
Both companies place more sponsorships with non-tech than tech channels. Samsung leans even further into non-tech at 26% versus LG's 33%. LG's higher multiplier (2.20x) stems from its tech channel average being only 62% of Samsung's. Samsung wins on tech review viewership, but both companies are moving in the same strategic direction.
When This Strategy Does Not Work
Not all non-tech categories deliver. In Dhesy data, Samsung's 7 gaming sponsorships averaged just 35,320 views — the lowest of any category. Vlog (154K) and home living (108K) also fell well below the 391K overall average.
The pattern in high-performing categories is clear: the content itself carries strong viewing motivation independent of the product. Music (K-pop performances), parenting (relatable family dynamics), and food (chef and mukbang content) attract viewers regardless of any brand placement. Vlogs and home living content, which rely on personal daily documentation, struggle to convert product placement into viewing motivation.
Takeaways for Marketers
Three patterns emerge from Samsung's data. First, a channel's content pull matters more than category alignment. The 8.77 million IVE video was watched by IVE fans, not Samsung shoppers. Second, repeat partnerships outperform one-offs. 1-Minute Tech — the only tech channel with 4+ repeat collaborations — averages above the tech category mean. Third, views alone do not capture the full picture. Attorney Yang Tae-young's "10 Reasons This Lawyer Only Uses Galaxy" (1.7M views) reaches high-intent viewers actively considering a purchase.
FAQ
Which creators does Samsung sponsor most on YouTube?
Entertainment creators received 46 sponsorships, close behind tech (51). By unique creator count, entertainment (21) surpasses tech (17). Samsung concentrates repeat deals with tech reviewers while distributing 1–2 placements each across a wide variety of non-tech channels.
Are non-tech sponsorships more effective than tech reviews?
Non-tech channels average 422K views versus 237K for tech — a 1.78x difference. However, views do not equal conversions. Tech review viewers are more likely to be high-intent buyers, so reach metrics and purchase conversion should be evaluated separately.
Does LG Electronics follow the same strategy?
Yes. 67% of LG's 112 sponsorships go to non-tech channels. This reflects a broader industry shift as YouTube viewership moves from review-first behavior to lifestyle-centered consumption.
What is Samsung's Galaxy Crew program?
Launched January 2026, Galaxy Crew is an official ambassador program with 70 creators across 11 fields including fitness, fashion, gaming, beauty, and dance. Its 2025 pilot produced 4,000 content pieces with 90 million cumulative views.
Methodology: Based on Dhesy platform data covering 2,432 brands and 6,398 collaborations. Analysis of 194 Samsung Electronics sponsored videos across 102 creators. Period: April 2025 – April 2026. Data source: Dhesy External source: Samsung Galaxy Crew 2026 launch coverage Last updated: 2026-04-24
FAQ
- 삼성전자는 유튜브 협찬에 어떤 크리에이터를 가장 많이 선택하나요?
- 예능 크리에이터가 46건으로 테크(51건) 다음으로 많지만, 크리에이터 수 기준으로는 예능(21명)이 테크(17명)보다 많습니다. 테크 리뷰어에는 반복 협업을, 비테크 영역에서는 다양한 채널에 분산 배치하는 전략입니다.
- 비테크 크리에이터 협찬이 테크 리뷰보다 효과적인가요?
- 평균 조회수 기준 비테크 채널(42.2만)이 테크 채널(23.7만)보다 1.78배 높습니다. 다만 테크 리뷰 시청자는 구매 고관여 시청자일 가능성이 높아 단순 도달 지표와 구매 전환은 별개입니다.
- LG전자도 같은 전략을 사용하고 있나요?
- LG전자 역시 협찬 112건 중 67%가 비테크 채널입니다. 테크 업계 전반에서 비테크 크리에이터 활용이 확산되는 추세입니다.
- 삼성전자 갤럭시 크루 프로그램은 무엇인가요?
- 2026년 1월 출범한 갤럭시 크루는 11개 분야 크리에이터 70명이 참여하는 공식 앰배서더 프로그램입니다. 2025년 시범 운영에서 콘텐츠 4,000건, 누적 조회수 9,000만 회를 기록했습니다.