Pixability Unveils 2025 CPG Food & Beverage Study Highlighting YouTube’s Top 10 and Fastest Growing Creators
Food & Beverage emerges as YouTube’s 4th Largest Content Category, with 32% Year-over-Year Growth
BOSTON – Pixability, the leader in AI-driven advertising and insights on YouTube, today released its latest research report, CPG Food & Beverage Strategies for YouTube. Using Pixability’s proprietary data across YouTube Food & Beverage (F&B) channels and aggregate advertising campaign performance data, the study uncovers what’s working best for F&B brands and creators on YouTube. As the only company certified by Google’s YouTube Measurement Program in both Brand Suitability/Contextual Targeting technology and YouTube Content Insights, Pixability is uniquely positioned to deliver this guidance for marketers and their agencies. Among the most compelling findings of the report are the lists of the top 10 biggest F&B creators—featuring well-known names such as Zach Choi and Nick DiGiovanni—and the top 10 fastest growing F&B creators, highlighting some exciting unknowns and rising talent reshaping the food space.
“Every Food and Beverage marketer should have a complete picture of how YouTube can help fuel their strategies,” said Matt Duffy, CMO of Pixability. “That means not only understanding advertising best practices but also which creators to watch and/or partner with, and how brands can build an organic presence that drives measurable results.”
Other key findings from the study include:
-Food & Beverage content is the fourth largest category on YouTube, growing 32% year-over-year.
-More than 99% of the top 4,000 F&B channels on YouTube are creator channels vs. brand or publisher channels.
-Top creators build audiences with a mix of taste-testing and gadget testing, celebrity collaborations, creative production styles and even ASMR content, which remains controversial with advertisers.
-For advertisers, F&B content is not always the most effective content for F&B brands. Cross-category advertising, particularly family and educational content, is currently working best.
-Organic strategies are more critical than ever with YouTube now the top destination for AI chatbot traffic and brands like Red Bull, Coca-Cola, and Cadbury investing heavily in organic channel success.
About Pixability
Pixability is the leading AI-driven technology company empowering the world’s largest brands and their agencies to maximize the value of their video advertising on YouTube and CTV. Leveraging its proprietary technology platform and data, Pixability makes every video impression more meaningful by identifying contextually relevant, brand suitable inventory and maximizing cost efficient outcomes. Pixability’s suite of solutions are used by the top media agencies including IPG, Publicis, Omnicom, Dentsu, Stagwell, and WPP Media, as well as brands such as KIND, McDonalds, Salesforce, Lego and CVS. The company is the only YouTube partner certified for brand suitability, contextual targeting and content insights, enabling unique solutions for the benefit of brands and their agencies. For more information about Pixability, please visit www.pixability.com or watch a video on our solution here.
Contact:
Alexandra Levy
alex@siliconalley-media