Track Competitors' YouTube Sponsorships: Share of Voice and Repeat Creators

To track a competitor's YouTube sponsorships, you need three things: the channels it sponsors, how its sponsorship volume compares with rivals over time, and which creators it books again. ChannelCrawler shows all three for the 6,038 brands it tracked on October 27, 2026, from the sponsorship disclosures in video descriptions.

This guide is for agencies and brand teams who need to answer "what are our competitors doing on YouTube?" with evidence rather than a scroll through search results.

What should you track about a competitor's YouTube sponsorships?

Example: VPN brands on YouTube

VPN, Privacy & Security is the second-biggest industry among the top YouTube sponsors. These four VPN brands pass the same ranking rules; here are their sponsored videos in ChannelCrawler over the 12 months to October 27, 2026:

Channels linking counts every channel with a video from that period that links to the brand, sponsored or not. For a quarterly view with share of mentions and views, see the VPN sponsorship report.

An agency pitching a VPN client would start from these brand pages: which channels have worked with several of them, which ones a single rival books again and again, and which ones worked with a rival once and haven't since.

How agencies use this

1. Build the competitor set. Pick the client's direct rivals and add them to a share of voice comparison to see who is gaining.
2. Track the brands that matter. Tracked brands stay up to date on your account: 1 on Starter, 5 on Power and 20 on Enterprise.
3. Mine the rosters. Each competitor's Channels and Repeat Partnerships tabs give a shortlist of channels that already take sponsorships in the category.
4. Find the next sponsor or creator. The Related Brands tab shows brands that sponsor the same creators: prospects for a creator-side agency, or competitors a brand team may have missed.

What this data doesn't show

• Fees. Sponsored videos are counted from descriptions, so there is no spend or rate data.
• Unlinked reads. A brand that is read out but not linked in the description isn't counted, so every figure is a lower bound.
• Other platforms. ChannelCrawler covers YouTube only.

Competitor sponsorship tracking: questions

How do I see which YouTube channels a competitor sponsors?

Open the competitor's brand page in ChannelCrawler. It lists the brand's sponsored videos and the channels behind them, for the 6,038 brands ChannelCrawler tracked on October 27, 2026.

How do I compare YouTube sponsorship share of voice between brands?

ChannelCrawler's share of voice tool compares sponsored YouTube mentions between brands month by month, over 1 month on Starter and up to 4 months on Power and Enterprise. It compares up to 5 brands at a time on Starter, 25 on Power and 50 on Enterprise.

How can I tell which creators a brand books again?

The Repeat Partnerships tab on a ChannelCrawler brand page lists the channels that have posted more than one sponsored video for the brand. A repeat booking usually means the brand came back to that creator, though one deal covering several videos looks the same.

Does ChannelCrawler show how much brands pay creators?

No. ChannelCrawler counts sponsored videos from their descriptions, so it shows who a brand sponsors and how often, not what it paid.

See how sponsorships are counted in ChannelCrawler's sponsorship methodology, or start with the top YouTube sponsors.