Concentrated Sponsorship Brands Average 41% of Distributed Models' Median Views per Video
Key Takeaways
- · 광고주가 협찬 전략을 결정할 때 답해야 할 첫 질문은 "한 명에 5번 vs 다섯 명에 1번씩" — Dhesy 71개 브랜드 데이터 기준 두 전략 모두 유효한 선택입니다.
- · 신규·복잡 제품·규제 산업이면 집중형, 인지도 높고 직관적이며 광범위 타겟이면 분산형이 정합. 잘못된 매칭은 비용만 늘립니다.
- · 분산형 편당 247,180회(2.4배 우위)지만 집중형 누적 4.3배 — 단일 영상 효율인지 누적 노출인지에 따라 답이 갈립니다.
- · 예산 50건 미만이면 중간형(1인당 2~5건) 절충안 추천. 8개 브랜드가 편당 180,269회로 양 전략의 장점을 공유합니다.
- · 집중형도 대형 크리에이터를 선택하면 편당 효율 확보 가능 (나우케어 395,151회). 핵심은 채널 규모×반복 노출의 곱셈입니다.
When 71 brands' sponsorship strategies were classified as concentrated versus distributed, the distributed model's median views per video came in at 2.4 times the concentrated model. Among brands with 50 or more sponsorship deals and partnerships with at least three creators in the Dhesy database, this gap held consistently.
Brand Strategy Classification by Sponsorship Frequency per Creator
Using Dhesy data, brands were classified as concentrated (5 or more deals per creator), mid-range (2 to 5 deals), or distributed (under 2 deals per creator). Here is how 71 qualifying brands broke down.
| Type | Brands | Deals per Creator | Median Views/Video | Average Views/Video |
|---|---|---|---|---|
| Concentrated (5+) | 42 | 5–42 | 101,351 | 204,678 |
| Mid-range (2–5) | 8 | 2–5 | 180,269 | 269,414 |
| Distributed (<2) | 21 | 1–2 | 247,180 | 268,100 |
A representative concentrated case: MyInsuranceCheck ran 254 deals across just 6 creators (42.3 per creator). On the distributed side, Speak ran 109 deals across 79 creators (1.4 per creator).
Why Distributed Models Lead in Per-Video Views
The structural reason is creator selection range. Distributed brands cherry-pick creators with proven subscriber bases and view counts for one-off deals. Samsung Electronics ran 202 deals across 106 creators and averaged 391,541 views per video.
Concentrated brands prioritize repeated exposure through long-term partnerships with fewer creators, even if those channels are smaller. Finance (10 brands) and healthcare (9 brands) dominate this model because regulatory industries value message consistency over reach.
Industry-Specific Strategy Patterns
The top three concentrated industries are finance (10 brands), healthcare (9 brands), and food & beverage (6 brands). These share a common trait: complex products requiring trust-building over time. Glutacell ran 138 deals across 4 creators, averaging 582,155 views — repeat mentions drive purchase conversion in health supplements.
Distributed leaders are beauty (5 brands), gaming (4 brands), and retail/tech (3 each). d'Alba ran 55 deals across 52 creators (1.1 per creator) and averaged 305,103 views. In beauty, showing products through creators with different skin types and age groups proves more effective.
업종별 협찬 전략 분포 (집중형 vs 분산형)
* Source: Dhesy
Per-Video Views Don't Tell the Full Story
While distributed brands win on per-video views, concentrated brands compensate with volume. The 42 concentrated brands ran 8,479 total deals — 4.3 times the distributed group's 1,982. Lower per-video numbers multiplied by higher volume can yield comparable total reach.
NowCare ran 284 deals across 6 creators (47.3 per creator) yet averaged 395,151 views per video — beating the distributed median. When concentrated brands partner with sufficiently large channels, high per-video performance is achievable.
Global brands like Samsung Electronics, Surfshark, and NordVPN choose distributed strategies because their awareness is already high — new audience reach matters more than repeated exposure.
전략 유형별 편당 조회수 비교
* Source: Dhesy
Strategic Decision Framework for Advertisers
High-awareness brands with intuitive products benefit from distributed models for per-video efficiency. Low-awareness brands with complex products gain more from concentrated models that build message consistency and trust. Both strategies can achieve 200,000+ average views per video — the key is strategic fit.
The mid-range approach (2–5 deals per creator) showed 180,269 median views across 8 brands, offering a hybrid path: deep partnerships with 2–3 core creators plus one-off expansions with new ones.
Frequently Asked Questions
Which sponsorship model gets higher YouTube views — concentrated or distributed?
Distributed brands achieve 247,180 median views per video, 2.4 times the concentrated model's 101,351. Distributed strategies select proven high-view creators for one-off deals. Concentrated models compensate with cumulative reach through volume.
Which industries prefer concentrated sponsorship?
Finance (10 brands), healthcare (9 brands), and food & beverage (6 brands) lead. Industries with complex products or regulatory requirements favor trust-based repeat partnerships.
What types of brands suit distributed sponsorship?
Brands with established awareness, visually intuitive products, and broad target audiences. Beauty (5 brands), gaming (4 brands), and tech (3 brands) are representative sectors.
Can brands mix concentrated and distributed strategies?
Yes. Eight brands used a mid-range model (2–5 deals per creator) achieving 180,269 median views. A hybrid approach maintains deep partnerships with 2–3 core creators while expanding with one-off new collaborations.
What is a creator mix strategy?
A 2026 digital marketing concept where brands design sponsorship portfolios based on creator combinations rather than media channels. The focus is selecting the right mix of concentrated, distributed, and hybrid approaches matched to brand context.
Methodology: Based on Dhesy platform data covering 2,646 brands and 6,724 collaboration records. Analysis scope: 71 brands with 50+ sponsorship deals and 3+ creator partnerships. Data source: Dhesy External source: Incross 2026 Digital Marketing Trends — Creator Mix Last updated: 2026-05-06