808 Videos with 1 Creator vs 335 Videos with 115: Two Opposite Paths to 100M Views
Key Takeaways
- · DB손해보험은 크리에이터 1명과 808편으로 1억 600만 뷰, 아정당은 115명과 335편으로 1억 1,300만 뷰를 달성. 총 도달량은 비슷하지만 계약 구조는 정반대.
- · 집중형(크리에이터 3명 이하) 브랜드 250개의 편당 평균 20.6만 뷰, 분산형(10명 이상) 243개는 30.1만 뷰. 편당 단가는 분산형이 46% 높음.
- · 집중형의 핵심 조건은 제품과 콘텐츠 장르의 자연스러운 연결. DB손해보험은 교통사고 숏폼과 자동차보험의 연상 고리로 참여율 2.41%(금융 평균 1.97% 대비 +22%)를 기록.
- · 분산형의 리스크 분산 효과: 아정당은 1명 이탈 시 전체의 0.87%만 영향. 집중형은 1명에 808편 전체가 노출.
As of April 2026, DB Insurance produced 808 sponsored videos with a single creator, accumulating 105.9 million views. AJD, a home services platform, spread 335 videos across 115 creators to reach 113.2 million views. The total viewership is nearly identical, but the contract structures are polar opposites.
Same 100M Views, Opposite Blueprints
Every brand investing heavily in YouTube sponsorships eventually faces this question: concentrate your budget on one channel, or spread it across many? Among 885 brands tracked by Dhesy (with 5+ collaborations), 28.2% concentrate on 3 or fewer creators, while 27.5% distribute across 10 or more. Neither approach is universally superior. That is why we placed two brands at opposite extremes side by side.
DB Insurance is a major Korean insurance company that maintains an near-exclusive relationship with a single YouTube channel specializing in dashcam traffic accident Shorts. AJD is a home services platform covering internet, rental, and moving services used by 6 million people annually. Even after signing celebrity endorsers like Tak Jaehoon and Won Bin, AJD continues to collaborate with 115 YouTube creators.
Five Metrics: Concentrated vs. Distributed
Based on Dhesy data, here is how the two brands compare against their respective category averages.
| Metric | DB Insurance (Concentrated) | AJD (Distributed) | Finance Category Avg | Lifestyle Avg |
|---|---|---|---|---|
| Total Collaborations | 808 | 335 | 42 | 33 |
| Creators | 1 | 115 | 3 | 5 |
| Avg Views per Video | 131,141 | 493,172 | 593,312 | 263,739 |
| Total Views | 105.9M | 113.2M | - | - |
| Engagement Rate | 2.41% | 1.91% | 1.97% | 2.53% |
DB Insurance's per-video views are just 22% of the finance category average. AJD outperforms its lifestyle peers by 1.87x. Yet both land near 100 million total views. One wins on volume, the other on unit value.
DB손해보험 vs 아정당 핵심 지표 비교
* Source: Dhesy
DB Insurance: The 808-Video Volume Play
DB Insurance's partner channel produces short-form traffic accident reenactments. Episode numbers exceed 4,800, with 808 carrying DB Insurance sponsorship. One to two Shorts upload daily, embedding an auto insurance brand into content viewers actively seek out.
Top-performing titles reveal the pattern. "Accident in the food alley" (3.1M views) and "The truck can't see this" (1.6M views) present scenarios every driver instinctively clicks. No product pitch needed. The association of traffic accident to insurance repeats with every view.
#4383. '그게 그렇게 화 낼 일이에요? 얼마나 걸린다구~?' #shorts
#4529 먹자골목에서 사고.. #shorts
The model's strength is frequency. With 808 indexed videos, DB Insurance occupies YouTube search real estate across keywords like "traffic accident," "dashcam," and "car insurance." Its 2.41% engagement rate exceeds the finance category average (1.97% across 92 brands) because viewers come for the content, not the ad. Comments and likes follow naturally.
AJD: Spreading Across 115 Creators
AJD takes the opposite approach. Its 335 sponsored videos are distributed among 115 creators, averaging 2.9 videos per creator. Most partnerships last one to two videos before moving to the next channel.
The top-viewed videos reveal the diversity. BokyemTV (17.4M subscribers) showing his home for the first time drew 7.5M views. Tak Jaehoon's entertainment clip reached 5.8M. B-Grade Hearing's political impression video hit 4M. AJD places an internet signup service inside entertainment, vlogs, and comedy content from completely different genres.
The 493,172 average views per video is 1.87x the lifestyle category average (263,739 across 79 brands). Large creator partnerships drive up the per-unit value. The trade-off: 1.91% engagement rate falls below the category average of 2.53%, a natural dilution effect when subscriber bases are massive.
Concentrated Does Not Always Mean Inefficient
Across all 885 brands with 5+ collaborations on Dhesy, concentrated brands (3 or fewer creators, 250 brands) average 206,134 views per video, lower than distributed brands (10+ creators, 243 brands) at 301,355. The distributed model appears superior at first glance, but this comparison contains a selection bias.
Brands that can afford to distribute typically have larger marketing budgets. They can pay for premium creator placements. The concentrated bucket, meanwhile, includes many small brands limited to one or two creators by budget rather than strategy. Mixing strategically concentrated brands like DB Insurance with budget-constrained ones distorts the average.
What DB Insurance demonstrates is the potential of a well-designed concentrated model. Its 105.9 million total views rival AJD's 113.2 million, and per-video production costs for Shorts are likely far lower.
협찬 모델별 편당 평균 조회수 (885개 브랜드)
* Source: Dhesy
Three Questions Before Choosing a Model
First, how naturally does your product connect to content? DB Insurance benefits from an organic association between traffic accidents and auto insurance. Brands without this natural link risk becoming repetitive ads in a concentrated model.
Second, creator risk. A concentrated model means all 808 videos are exposed if the single creator faces controversy. A distributed model limits individual risk. With 115 creators, AJD loses only 0.87% of its portfolio if one creator drops out.
Third, measurement criteria. Per-video views favor distribution. Total reach per dollar may favor concentration. If your campaign goal is broad awareness, distribute. If it is keyword dominance, concentrate.
Frequently Asked Questions
Are exclusive YouTube sponsorship contracts legal in Korea?
Exclusive sponsorship contracts are legal. However, Korea's Fair Trade Commission guidelines require clear disclosure of financial relationships in all sponsored content. All 808 DB Insurance videos carry proper paid promotion labels.
Which model has higher ROI, concentrated or distributed?
Direct comparison is difficult. Per Dhesy data, concentrated brands average 206,134 views per video while distributed brands average 301,355. However, factoring in production costs, total reach, and keyword coverage can shift the conclusion.
Which model should a small brand choose?
Concentrated is more practical with limited budgets, provided there is a natural connection between product and content genre, as in the DB Insurance case. Without that connection, even small brands benefit from distributing across three to five micro-creators.
Does long-term collaboration with one creator cause viewer fatigue?
DB Insurance's 2.41% engagement rate exceeds the finance category average of 1.97%. The key factor is whether viewers come for the content itself. Traffic accident Shorts attract viewers seeking entertainment, not ads, which keeps fatigue low.
Methodology: Based on 3,800+ brands and 885 brands with 5+ collaborations tracked by the Dhesy platform. Analysis period: January 2025 through April 2026. Data source: Dhesy External sources: DB Insurance PROMISE Series coverage, AJD Namuwiki Last updated: 2026-04-25
FAQ
- 유튜브 협찬에서 전속 계약은 합법인가요?
- 전속 계약 자체는 합법입니다. 다만 공정거래위원회의 「추천·보증 등에 관한 표시·광고 심사지침」에 따라 모든 협찬 영상에 경제적 이해관계를 명시해야 합니다.
- 집중형과 분산형 중 어느 쪽이 ROI가 높나요?
- 단순 비교가 어렵습니다. Dhesy 데이터 기준 집중형의 편당 평균 조회수는 206,134회이고 분산형은 301,355회이지만, 편당 제작 비용과 총 도달량까지 고려하면 결론이 달라질 수 있습니다.
- 소규모 브랜드는 어떤 모델을 선택해야 하나요?
- 예산이 제한적이라면 집중형이 현실적이지만, 제품과 콘텐츠 장르 간 자연스러운 연결이 전제돼야 합니다. 연결이 약하다면 3–5명의 마이크로 크리에이터에 분산하는 편이 효과적입니다.
- 한 크리에이터와 오래 협업하면 시청자가 피로감을 느끼지 않나요?
- DB손해보험 사례에서 참여율(2.41%)이 금융 카테고리 평균(1.97%)보다 높습니다. 핵심은 크리에이터의 콘텐츠 자체가 시청 목적인지 여부입니다.