OpenSlate put out their report on the top 500 non-entertainment brands on YouTube and some of the numbers are extremely interesting. For example, the category with the least number of brands in the list has the largest average subscribers per channel. Of course, they also have the third most subscribed to channel in the report.
A recent study would suggest that people do act differently when it comes to YouTube as opposed to other websites, particularly when it comes to leaving comments for the creator or brand. And, no surprise, YouTube commenters are often much more negative about presenters when it comes to voicing their opinions.