With more and more branded content making its way to the YouTube video channel, Google has decided to get a better idea of what marketers and content producers want from the channel with a new analytical program, working alongside Pixability to get a better idea of how effective it truly is.

Per this story from MediaPost, Google is doing more than just looking at the “likes” and “dislikes” for videos, even though they can tell quite a story when it comes to the acceptance or criticizing of a branded video. A deeper analysis can provide a better idea of how effective a video campaign is for a company, depending on how many viewers drop off or stick around to see more videos in the overall campaign.

By teaming up with Pixability, Google hopes to get a better idea of viewership and publishing trends for these videos, across the Top 100 brands defined through the Interbrand 2014 Best Global Brands ranking. There’s a lot of interest within this ranking, with over 40 billion views across content on all of their channels, half of them calculated from this past year alone.

The number of monthly views through these brands managed to rise a whopping 55 percent over the past year, and the number of videos across these brands have expanded greatly, with those garnering one million views increasing by 29 percent from 2014 to 2015.

With the data emerging from this research, Google is able to get a better idea of what industries are thriving through likes and dislikes. Out of the ones with the least approval, financial services seem to lead the charge, while media companies like Disney have the most likes. Pixability CTO Andreas Goeldi said, “Viewers clearly express when they’re not happy. There are examples of videos where there are more thumbs down than thumbs up because people don’t believe the message.”

The analysis managed to tally 90 million likes from videos in the top 100 brands, compared to only 8.9 million dislikes – a nearly 90 to 10 percent ratio. With 16 million comments on videos and 73 million total subscribers to take into account, there’s a lot to study.

Subscribers have also increased with popular video campaigns, increasing by 47 percent compared to the previous year. That indicates that consumers will stick with certain brands for the long haul, rather than just one video – and that’s good news for certain businesses.

Research also depends on which engines are used for finding videos. YouTube focuses more on tutorial content and reviews in general, while Google is more on a transactional basis, according to the report. Black Friday in particular had an abundant amount of searches on YouTube for certain tablets, whereas Google focused more on where to find “cheap tablets” or “tablet discounts”.

It also depends on the effectiveness of the brand, even though there’s sometimes not a direct mention. For instance, Red Bull has thrived with its sports content, even though sometimes the company isn’t mentioned. Meanwhile, Western Union worked on videos that ran across the U.S., asking people what their idea of the American Dream is like – again, without heavily going into mention, and instead focusing more on the content itself.

Collaborations also play a key part, like L’oreal working alongside independent YouTube personalities with one million (or more) subscribers. They’re not alone, as electronics manufacturers are looking to do the same thing with specific partners, as well as luxury brands and financial services. By doing this, companies know they have an assured following, provided that the content is just right.

The top 100 brands have managed to upload 611,000 videos to YouTube thus far, with a new video posted every 18.5 minutes for this year alone. Each of these brands don’t stick with just one channel either – the general average is 24.3 per company, totally 2,434 in all.

YouTube business continues to boom, and it looks like companies are adapting to what kind of content viewers want to see. Here’s hoping it stays on the upswing.

More information on this report can be found here.