In Australia, the facility of YouTube advertising and marketing can’t be understated—simply ask the executives themselves. Per Sprout’s 2025 Influence of Social Media Advertising Report, Australian advertising and marketing leaders contemplate YouTube one of many largest drivers of enterprise affect.
That’s as a result of client consideration has largely shifted to video content material. For tens of millions of Australians, YouTube is a supply of leisure and training, significantly on the subject of buying selections. This opens the door for Australian manufacturers on YouTube to advertise their services and products, foster loyalty and improve conversions.
Right here’s a information to a number of the finest manufacturers on YouTube in Australia, why they stand out and how one can replicate their success.
Why YouTube issues for Australian manufacturers
If you happen to want convincing about YouTube’s advertising and marketing energy for Australian manufacturers, look no additional than the statistics. As Australia’s high on-line service for video content material—with 57% of Aussies utilizing it—YouTube dominates the area. And, in line with Statista, YouTube will attain a brand new peak of 15.8 million Australian customers in 2029. As early as 2025, YouTube’s Australian person base is predicted to surpass that of Fb.
However Aussies don’t simply love YouTube for its video-sharing capabilities. For a lot of, it’s the group that’s developed in remark sections, Lives and polls. By tapping into these community-building initiatives, manufacturers can foster a singular sense of belonging that retains customers coming again.
YouTube can also be the world’s second most-visited web site and second-largest search engine, making it a goldmine for evergreen discoverability. A easy how-to information or teaser promotion can proceed to rank within the YouTube algorithm for months and even years after its publication. Because of this manufacturers’ alternatives for continued visitors and engagement on the community are long-lasting.
YouTube additionally permits companies to publish a mix of long-form and short-form content material. Whereas long-form movies are perfect for wealthy storytelling or in-depth product demonstrations, short-form movies (i.e. YouTube Shorts) are good for snappy, eye-catching promotions. Briefly, YouTube is flexible sufficient that manufacturers can use it to satisfy varied social objectives, from rising consciousness to driving conversions.
Nonetheless, YouTube’s place in Australia’s social panorama will doubtless change because of the impending social media ban for under-16s. Though it was initially exempt, the federal government introduced in July 2025 that YouTube can be a part of the ban. Whereas teenagers and kids will nonetheless be capable to watch YouTube movies, they received’t be permitted to have an account. Consequently, manufacturers trying to market to youthful audiences might must discover different methods to achieve them, akin to offline activations or multigenerational advertising and marketing (i.e. focusing on dad and mom as nicely).
Prime Australian manufacturers on YouTube
From health to meals to finance, the most effective manufacturers on YouTube in Australia could be discovered throughout a variety of industries. Let’s take a more in-depth take a look at 9 of those manufacturers and the way they’re standing out on YouTube.
1. Bunnings Warehouse
Bunnings Warehouse has lengthy been Australia’s go-to {hardware} retailer. Its dedication to low costs, iconic sausage-sizzle fundraisers and humble model identification have made Bunnings essentially the most trusted model amongst Aussies.
With such a excessive diploma of public confidence, it’s no shock that Bunnings can also be one of the vital profitable Australian companies on YouTube. By sharing DIY inspiration, house renovation collection and organisational hacks, the model has amassed 425K subscribers and 142 million complete views.
By far its hottest type of content material is the how-to information. In these tutorials, a Bunnings rep walks viewers by way of every house enchancment course of step-by-step, utilizing easy language and providing actionable suggestions that on a regular basis individuals can implement. Quick, simple and led by actual Aussies, Bunnings’ YouTube content material is as down-to-earth because the model itself.
Key takeaway: Make sure that your YouTube content material resonates deeply with Australian shoppers by offering actual worth whereas staying true to your model identification.
2. Chloe Ting
With a whopping 25.9 million followers and three.4 billion complete views, Chloe Ting is likely one of the most prolific YouTube influencers on the earth. She’s additionally leveraged that following to create among the finest manufacturers on YouTube, primarily based solely round her identification and keenness.
Health is Chloe’s focus. To this point, she has shared almost 500 movies on her channel, the overwhelming majority of that are guided exercises. Whereas the workout routines range—that includes totally different kinds like HIIT, Pilates and stretching—the widespread thread is that they’re all extraordinarily accessible. Every could be completed at house with little to no gear, and usually lasts a most of half-hour—very best for individuals with bodily, monetary or time constraints.
Whereas Chloe gives ample free assets, she’s expertly used her platform to develop into paid choices as nicely. In 2022, she launched a line of health gear—which included dumbbells, Pilates balls and resistance bands—in collaboration with Walmart. She has additionally created her personal athleisure model, which you’ll be able to store immediately on her YouTube channel.
Key takeaway: YouTube is a strong platform for selling free and paid choices alike. Degree up your social commerce methods by utilizing YouTube’s native procuring options, turning engagement into gross sales by making it simple to transition from watching to purchasing.
3. BINGE
Aptly named, BINGE is Australia’s go-to streaming service for all binge-worthy movies and TV reveals.
With 136K subscribers and 147 million complete views, BINGE’s channel consists of actor interviews, teasers and clips from lately added reveals.
One instance is its authentic collection, Colin from Accounts. With 323K views, the teaser for its first season is likely one of the most seen movies on the channel. With that in thoughts, it’s no shock that the present was wildly standard—a lot in order that it was rapidly picked up by worldwide streaming companies, together with the BBC and Paramount+.
Key takeaway: YouTube is a perfect platform for producing buzz round new releases. You possibly can drive engagement that interprets into tangible success, akin to new partnerships or worldwide growth, by sharing content material like teasers and sneak peeks.
4. MECCA Magnificence
With over 110 shops throughout Australia and New Zealand, MECCA is likely one of the largest magnificence retailers within the area. It’s significantly beloved for its Magnificence Loop rewards program, which gives members with free items and companies, early entry to product launches and invites to masterclasses.
On YouTube, MECCA leans into broadcasting product bulletins, make-up artist-led tutorials and influencer advertising and marketing collaborations to its 53K subscribers. And provided that the model has amassed over 10.1 million lifetime views, these movies are clearly hitting the precise notice with its viewers.
With over 252K views, one in every of its hottest movies is the attention make-up masterclass led by cosmetics mogul, Rae Morris. In only a few minutes, Morris particulars her high suggestions for creating flattering eye seems to be on your eye form, whereas performing the steps in a real-time demonstration. Along with integrating a lot of MECCA’s merchandise, the video helps viewers find out about magnificence in inventive but sensible methods.
Key takeaway: Simple-to-follow tutorials, professional steerage and collaborative content material will help manufacturers on YouTube seamlessly promote their merchandise whereas repeatedly inspiring their clients on easy methods to use them.
5. Canva
Though it was based in Australia, the graphic design software Canva is now used worldwide. As of 2024, over 220 million individuals use Canva in additional than 100 languages in 190 totally different nations.
When it got here to crafting its YouTube technique, Canva translated its world presence into multilingual movies. On its channel—which boasts 751K subscribers and 659 million lifetime views—you’ll discover a variety of movies in English, Spanish, Portuguese, Indonesian and extra. This method helps Canva enchantment extra to Australians—22% of whom communicate a language aside from English at house—and to world audiences.
Key takeaway: In a saturated social panorama, multilingual content material will help you stand out among the many finest manufacturers on YouTube and join extra deeply with worldwide shoppers.
6. Coles
One among Australia’s main supermarkets, Coles is dedicated to serving to Australians eat and stay higher every single day. One among its key strategic pillars in reaching that mission is assembly clients the place they browse and store most: on-line.
As a part of its dedication to digital, Coles has developed a wealthy YouTube presence. With 142K subscribers and 26.4 million views, the model is displaying its viewers that wholesome, scrumptious cooking doesn’t need to be difficult.
In one in every of its hottest collection, Cook dinner with Curtis Stone, the Aussie movie star chef demonstrates easy methods to prepare dinner quite a lot of staple meals, from scrambled eggs to pumpkin soup to roast hen. In a matter of minutes, Stone guides viewers by way of the cooking course of step-by-step, whereas utilizing accessible, reasonably priced elements—all of which could be discovered at your native Coles.
Key takeaway: YouTube is the right platform for manufacturers to point out their merchandise in motion. You possibly can encourage audiences and drive purchases concurrently by incorporating your merchandise into useful, participating movies.
7. Cricket Australia
Cricket Australia is the official governing physique for the nationwide sport. Its key mission is to foster the nation’s ardour for the sport and encourage extra individuals to play.
One of many key methods Cricket Australia does that is by sharing a number of the recreation’s most enjoyable moments on its YouTube channel, which has almost 66K followers and 9.3 million complete views. Lots of its most-watched movies are spotlight reels, compiling the most important upsets, shock victories and standout moments from latest matches.
Nonetheless, the model additionally shares interview content material with a few of its elite gamers. For instance, one video includes a transient chat with Darwin participant, Charlie Smith, interspersed with behind-the-scenes pictures of a follow session. In spotlighting Smith’s down-to-earth nature, this content material makes the game really feel relatable—important for rising public curiosity and participation.
Key takeaway: Humanise your content material whereas fostering engagement by utilizing a blended content material method (e.g. a mixture of thrilling highlights with genuine behind-the-scenes movies).
8. Ann Reardon/The best way to Cook dinner That
With a following of almost 5 million and over 967 million views, Ann Reardon is a certified dietitian, meals scientist and pastry chef. Like Chloe Ting, Reardon has turned her on-line identification right into a model, The best way to Cook dinner That (H2CT).
Along with sharing tasty recipes, Reardon additionally makes use of her channel to cowl any and all issues food-related, together with present occasions, scientific ideas and myths. The latter has been one in every of her most profitable collection on YouTube, with Reardon utilizing her skilled experience to debunk meals hacks and recipes. In one in every of her most up-to-date debunking movies—which has 475K views and climbing—Reardon explores the feasibility of creating popcorn out of pomegranate seeds and watermelon juice in a French press.
In sharing her professional insights, Reardon helps her viewers make knowledgeable selections concerning the merchandise they purchase and the recipes they check. Her content material additionally locations her values—reality and transparency—entrance and centre, giving her content material a particular tone. Somewhat than feeding into the hype round sure merchandise or taking inauthentic model offers, Reardon’s voice is a breath of recent air. By reducing by way of the noise in her content material, Reardon is healthier capable of join with audiences who prize authenticity as she does.
Key takeaway: The most effective manufacturers on YouTube spotlight their experience and cement themselves as trade leaders. You should use your wider staff’s data to debunk misinformation, construct belief and develop value-driven relationships together with your followers.
9. ANZ
With almost 19K subscribers and 29.6 million complete views, the ANZ YouTube channel options a mixture of content material to assist Aussies higher handle their cash.
Some are educational, explaining easy methods to use the ANZ banking app for duties like making a PayID fee or activating a card. Some are direct-to-camera movies during which a monetary professional presents actionable budgeting suggestions. Some are updates on real-world monetary traits—and that is the place ANZ stands out.
For example, the model has lately created content material centred round varied varieties of monetary scams, together with financial institution impersonation scams. Through voiceover, the model breaks down what these scams are, warning indicators to look at for and easy methods to defend your self.
This uptick in scam-related content material was no accident—it’s a direct response to Australian traits and a rising downside many Aussies face. In 2023-24, greater than 2 million Australians skilled card fraud, and 675,000 replied to a rip-off. In keeping with the Australian Bureau of Statistics (ABS), these figures symbolize a 2.5% improve from the earlier yr.
Key takeaway: Tapping into real-world traits on YouTube reveals that your model has its finger on the heartbeat of its trade. This aids in constructing belief by proving that you just’re conscious of the problems your clients care about most.
Create a standout YouTube presence
Australian manufacturers on YouTube are reaching new ranges of success by pairing native authenticity with world finest practices—and you are able to do the identical. Put your distinctive spin on the methods outlined on this information to craft a YouTube presence that’s true to each your model and your viewers.
Get began in the present day with Sprout’s YouTube technique template.
FAQs
Who’s the #1 YouTuber in Australia?
Probably the most adopted Australian YouTube account is Bounce Patrol – Youngsters’ Songs, with over 33.3 million subscribers on the time of publication.
Who has the highest 5 subscribers on YouTube?
The 5 Australian YouTube accounts with essentially the most subscribers are (at time of publication):
- Bounce Patrol – Youngsters’ Songs (33.3 million subscribers)
- Chloe Ting (25.9 million subscribers)
- How Ridiculous (23.7 million subscribers)
- LazarBeam (23.2 million subscribers)
- Double Date (20.8 million subscribers)
How standard is YouTube in Australia?
With over half (57%) of the inhabitants utilizing YouTube, the platform is extraordinarily standard in Australia. Plus, it’s anticipated to develop much more standard within the years to come back, reaching an estimated peak of 15.8 million customers in 2029.
Nonetheless, this projection could also be affected by the Australian Authorities’s impending ban on under-16s having YouTube accounts.
