Success stories: Jamie Oliver's Food Tube

Success stories: Jamie Oliver's Food Tube

With more than 600,000 subscribers, chef Jamie Oliver's Food Tube is one of YouTube's most successful food channels. But that wasn't always the case. For years, the channel's viewership remained flat and engagement was low despite Oliver's celebrity in traditional media. With the launch of Food Tube, the channel undertook a dramatic overhaul of its programming strategy and audience development techniques, which had a major impact on the channel's views (1.8 million monthly) and subscribers.

The goals

The approach

The results

  • Build a community for food lovers on YouTube
  • Launch and establish new cooking talent
  • Grow overall viewership, subscriber base, and watch-time
  • Engaged fans with a breakthrough launch
  • Made regular content work with an in-demand celebrity
  • Built personal connections with his audience
  • 3.4M monthly video views on average
  • More than 1M total subscribers
  • 11M average monthly watch-time (minutes)

For several years, Jamie Oliver's channel functioned less as a YouTube channel and more as a platform for videos embedded on jamieoliver.com. The upload schedule was erratic, ranging from many uploads on a single day to more than 18 months with no uploads at all. In total, the years of ad hoc uploading had gained the channel 4.5 million video views and 51,895 subscribers. Not bad, but could the channel do better?

Here we outline four key strategies that drove the Jamie Oliver Food Tube channel to its current success.

Case studies from successful creators

A dramatic overhaul of the channel’s programming strategy and audience development techniques, had a major impact on the channel's views and subscribers.