Studio City partnered with PETA for a focused four-month engagement to reposition the channel as a destination for U.S. audiences. By shifting strategy away from repurposed social media clips and toward more YouTube-native packaging, the channel evolved into a more targeted, high-engagement platform built to attract and retain viewers.
PETA
Client
PETA
Services
YouTube Optimization
Services
- YouTube Optimization
- Digital Strategy
- Analytics
- SEO
- Copywriting
- Thumbnail Design
- Library Activation
- Shorts Strategy
- Audience Development
- Programming Strategy
Approach
Through a combination of bold thumbnail strategy, strategic library optimization, end-screen activation, and SEO strategy, the channel began consistently reaching new audiences, driving 4× more organic U.S. views on new uploads and significantly increasing overall engagement.
Across the partnership, total video views grew +31% while Shorts views surged +118%, fueled by refreshed library performance and stronger discovery. Optimized legacy content saw +64% growth in video views and +131% growth in Shorts views, alongside a +73% increase in watch time. A strategic shift in end-screen design also reshaped viewer flow across the channel, generating a +332% lift in end-screen clicks and strengthening session-to-session retention.
Rather than treating YouTube as a passive archive, Studio City rebuilt the channel’s programming strategy around discoverability. The result is a more focused and scalable channel positioned to continue expanding its U.S. audience
Results
Key Metrics Achieved in 4 Months
- +31% Montly Video Views
- +118% Montly Shorts Views
- +73% Monthly Watch Time
- +332% Montly End Screen Clicks
- +400% US Viewers Per new video
