World Archery shoots past 50 million YouTube views

28 May 2018
Lausanne (SUI)
The channel has comprehensive live event coverage and feature content.

World Archery’s YouTube channel topped 50 million total video views with 112,000 subscribers following the second stage of the 2018 Hyundai Archery World Cup in Antalya, Turkey.

It's a landmark figure for the platform, which was launched in 2007 and has seen over 550 years of cumulative archery content consumed.

"World Archery strives to be at the forefront of digital media trends and the sport's YouTube channel is part of that," said Secretary General Tom Dielen.

"Not only were we one of the first federations to open a channel on the platform but we embraced the live streaming revolution and continue to innovate in our content strategy to maximise audiences."

Recent initiatives include launching web miniseries for archery fans, including the technique-focused #ShootLikeMe and athlete profiles in Behind the Bow, and the diversified use of linear broadcast content.

YouTube is one aspect of World Archery's wider promotional approach for the sport, which has recently shifted towards localised content in key markets, including archery's first-ever Spanish-language highlights in 2018.

The federation also maintains significant presence on major social media platforms, with over 280,000 fans and a yearly reach of over 100 million individuals across its profiles on Facebook, 48,000 followers on Twitter and 65,000 on Instagram.