Casual research · Edition 1 · October 2026
The B2B companies winning on YouTube this month
We track 509 B2B company channels and rank them by subscriber growth every 28 days. Then we analyse the top films with our Storypulse Assessor.
- 1
ElevenLabs195K → 277K
+42.1% - 2
Hinge Health21K → 25K
+18.7% - 3
Claude604K → 681K
+12.7% - 4
KodeKloud453K → 496K
+9.5% - 5
Huntress10.6K → 11.2K
+5.7% - 6
Stripe112K → 118K
+5.4% - 7
Manychat19.5K → 20.4K
+4.6% - 8
Apollo33.5K → 35K
+4.5% - 9
Formlabs179K → 183K
+2.2% - 10
IBM Technology1.8M → 1.83M
+1.7%
34%
of B2B channels posted nothing all month. None of the top 10 went quiet.
212 vs 15
uploads a year: the busiest company channels against the bottom half
7 of 9
big B2B companies where a spin-off channel beats the main brand channel
3 in 4
B2B teaching series beat the rest of their own channel (71 of 93 tested)
Fastest movers · 27 September to 27 October
Who grew fastest in each size group
Subscriber growth in the month, ranked within each size group so a small channel can win its own list.
Pick any channel to see its month below: new films, views, posting habit and the Storypulse read.
Over 1M subscribers
Big channels move slowly: 1% a month is strong.
Only 4 channels in this group grew clearly this month.
100K to 1M
Where the month's biggest jumps happened.
10K to 100K
Small channels can top their own list.
IBM TechnologyOver 1M subscribers · +1.7% subscribers in the monthWhat they did. Explained the AI story of the week from several angles: "What Is Jev?" (1.25M), then "The Problem with Jev" a few weeks later. Steady staff-presenter explainers, about seven a week.
Best new film this monthWhat Is Jev? The AI Model That Doesn't Generate Text1.25M views
Most-watched everIs RAG Still Needed? Choosing the Best Approach for LLMs1.08M viewsStorypulse read
A static lecture format, saved by an exceptionally clear script and presenter.
Held attention: Peak at 1:12, when the viewer is asked to work out 17 × 24. Memory anchor at 13:08, the filter diagram.
Lost the viewer: Attention dips at 7:05 in the abstract middle section, where the visuals stay static.
UnityOver 1M subscribers · +1.6% subscribers in the month
TCM SecurityOver 1M subscribers · +1.0% subscribers in the month
Y CombinatorOver 1M subscribers · +0.8% subscribers in the month
ElevenLabs100K to 1M · +42.1% subscribers in the monthWhat they did. Launched Eleven v4 with a launch film on the day of our last read (594K views), then explained it. Added a US$100,000 ad competition, "The Search" (181K), and a trailer for its Chroma Awards.
Best new film this monthThe Search: Make the World’s Catchiest Ad | $100,000 Competi181K views
Most-watched everIntroducing Eleven v4 and Eleven v4 Turbo594K viewsStorypulse read
Stylish and energetic, but it never connects the challenge to the product.
Held attention: Peak at 0:20, when the US$100K prize lands. It is also the moment people remember.
Lost the viewer: The product itself never appears, so viewers remember the prize more than the brand.
Claude100K to 1M · +12.7% subscribers in the monthWhat they did. A launch film for each new feature (Dashboards and Motion 1.36M, Duet 1.16M), then a how-to for each (Mods in Claude Code 483K, Getting started with Projects 382K), plus a monthly "What's new" recap.
Best new film this monthIntroducing Claude Dashboards and Claude Motion1.36M views
Most-watched everClaude FM 🎵 music for thinking and building2.56M viewsStorypulse read
Makes the value tangible through one strong visual metaphor.
Held attention: Peak at 0:48, when a flat map becomes a 3D animated city. Memory anchor at 0:41: type a sentence, get a 3D film.
Lost the viewer: Attention dips at 0:31 on a busy dashboard, and a wall of nine logos at 1:08.
KodeKloud100K to 1M · +9.5% subscribers in the monthWhat they did. Mostly Shorts answering technical interview questions: file compression (623K), a tricky software interview question (581K), how TCP, TLS and HTTP fit together (313K). Almost eight uploads a week.
Best new film this monthInterview: How Does File Compression Work?🗃623K views
Most-watched everStop Watching AWS Tutorials! Build This Instead (Free Labs I1.11M viewsStorypulse read
An exceptionally clear explainer.
Held attention: Peak at 1:25 as the compression tree is built. Memory anchor at 0:45: BANANA drops from 48 bits to 9.
Lost the viewer: No big drop-off flagged.
Stripe100K to 1M · +5.4% subscribers in the monthWhat they did. Posted once all month. The growth came from its library of founder conversations, such as Sea's Forrest Li and Canva's Cliff Obrecht. Almost all of the month's views went to older videos.
Best new film this monthGamma's path to $100M ARR1.8K views
Most-watched everHow to design a chip785K viewsStorypulse read
Of an older film: Sea founder and CEO Forrest Li in conversation with Tyler...
A valuable conversation with a top founder, in a static format.
Held attention: Peak at 1:41, Forrest Li's story of growing up a gamer. Memory anchor at 41:11: "Never, never give up."
Lost the viewer: A fixed two-camera set-up with few cutaways. Short edits cut round the stories would travel further.
Formlabs100K to 1M · +2.2% subscribers in the monthWhat they did. Launched Form Studio 1 as a week of films: launch film (233K), launch event, a materials scientist answering safety questions, a how-to and a Short (134K). Its fun builds still pull big numbers ("Battleship, but the ships explode", 1.9M in August).
Best new film this monthForm Studio 1 - Starting at $699 | The Resin Printer You’ve 233K views
Most-watched everHigh-Strength Flexible SLA 3D Print10.54M viewsStorypulse read
Recasts a professional tool as a creative partner, though covering every feature blurs its sharpest point.
Held attention: Peak at 1:54, the finished RC car on gravel. Memory anchor at 1:15, the printer's hero shot.
Lost the viewer: It tries to cover everything, so the "any material" advantage at 0:56 gets lost in the montage.
Hinge Health10K to 100K · +18.7% subscribers in the monthWhat they did. Posted only Shorts, about one every two days: quick tips on pain and movement, plus playful challenges such as "Think your mobility is better than the average New Yorker?"
Best new film this monthHow your email finds us: moving, stretching, and still getti2.5K views
Most-watched everPOV: Your body sends reminders in creative ways. 🧦😂89K viewsStorypulse read
A clever social clip that shows the company's culture in one joke.
Held attention: Peak at 0:10, the resistance-band pose. The stretch while typing at 0:06 is what sticks.
Lost the viewer: No big drop-off flagged in a clip this short.
Huntress10K to 100K · +5.7% subscribers in the monthWhat they did. Live hacking demos that show the threat happening on screen ("How Hackers Are Using ChatGPT", 25K), plus a fast "speed tour" Short of the product (11K).
Best new film this monthHow Hackers Are Using ChatGPT (Hacking Demo)24.9K views
Most-watched everWelcome to the Huntress speed tour.11.1K viewsStorypulse read
A live hacking demo so complete that the demonstration itself proves the brand's expertise.
Held attention: Peak at 3:10, when the victim pastes an unknown command into her terminal. Memory anchor at 1:05: a fake sponsored ChatGPT ad leads to a full account takeover.
Lost the viewer: The setup is a little contrived.
Manychat10K to 100K · +4.6% subscribers in the monthWhat they did. Customer success stories with the result in the title. An August story about a creator making US$7M in two days is still its most-watched video.
Best new film this monthMeet The Girl Who Solved Content Creation | Elaine Empalmado3.7K viewsMost-watched everShe Made $7M in 2 Days from Instagram…Here’s How | The Jessi168K viewsStorypulse read
Of an older film: She Made $7M in 2 Days from Instagram...Here's How
A good interview with a strong guest and hook, let down by slow pacing.
Held attention: Peak and memory anchor at 0:10, when "$7.4M business" appears on screen.
Lost the viewer: At 0:38 it cuts to a slow podcast intro that repeats the montage. (Read covers the first 20 minutes of the hour.)
Apollo10K to 100K · +4.5% subscribers in the monthWhat they did. One new Short this month. Its best-watched videos are older sales-humour Shorts ("Prospects as soon as they hear pricing") and a how-to on buyer intent.
Best new film this monthSorry, can't hear you over my pipeline495 views
Most-watched everThis Is What AI-Native Outbound Looks Like13.3K viewsStorypulse read
Of an older film: Prospects when they find out your product isn't free
A sharp, funny meme that wins attention but makes no case for the product.
Held attention: Peak and memory anchor at 0:07: "You like me yesterday."
Lost the viewer: The business point is left unsaid.
SLB10K to 100K · +2.3% subscribers in the month
What you can learn
- Launch, then teach.ElevenLabs and Claude both explained new features the week they shipped, and both grew fastest in their size group.
- Small channels can win.Hinge Health grew 18.7% in a month with funny, useful Shorts for the people it serves.
- Specific beats general.KodeKloud's system design videos ran at 7.3 times its usual views. Its exam prep ran at a quarter.
Source: YouTube public channel data, read 27 September and 27 October 2026. YouTube rounds subscriber counts to three figures, so small changes on big channels do not show. Minimum gains: 10K (over 1M), 3K (100K to 1M), 500 (10K to 100K). B2B channels only, as judged by Casual. We leave out channels whose month we cannot read clearly from public data, and uploads whose views look bought. "Best new film" is the most-watched upload posted in the month. Storypulse reads are Casual's opinion of one film each. Channel names, logos and thumbnails belong to their owners and are shown only to identify each channel; no company named here is connected with Casual or endorses this page.
What winners do
The shape of a winning channel
A typical year of uploads, month by month, on the same scale. Each block is one video.
Top 5% of company channels
212
uploads a year, half of them ShortsBottom half
15
uploads a year, posting in 6 months of 12The B2B channels that post most
HighLevel16.8 a week
Workday11.1 a week
GitHub10.8 a week
Nasdaq9.8 a week
HeyGen8.8 a week
Salesforce8.7 a week
Cadence8.3 a week
Cisco7.4 a week
Figma7.2 a week
Zoom6.5 a week
Uploads a week, long videos and Shorts, in the 12 months to 27 October 2026.
busiest third
quietest third
Post every week, all year. The busiest third of channels earn 6.9 views per subscriber a year; the quietest third earn 1.9.
Long videos 49%
of what top channels post
Cut Shorts from every film. Half of what top channels post is Shorts. In B2B, more Shorts goes with more earned views.
Name your series. Young channels that grew fast started six new playlists in a year; slower ones started one or two.
What you can learn
- Consistency beats bursts.Top channels post about four times a week, every month. Most go quiet for half the year.
- Plan Shorts into every shoot.Half of what top channels post is Shorts. Cut them from the films you already make.
- Give viewers a next video.Named series and playlists keep people watching. Fast-growing channels started six a year.
Source: Casual Company YouTube Benchmark, 1,412 company channels, YouTube data read 26 to 28 September 2026. Medians; the month-by-month spread is illustrative. These go together with growth; they do not prove it causes growth.
Nine channel types
How B2B companies build their channels, and which way is winning
Every company channel we track fits one of nine set-ups. Here is what each one teaches, with an example worth watching.
Staff-presenter teaching channel
Named experts answer the questions buyers type into search.
Is RAG Still Needed? Choosing the Best Approach for LLMs1.08M views · IBM TechnologyTeaching series beat the rest of their own channel in 71 of 93 B2B tests. IBM Technology posts about seven a week and has 1.83M subscribers.
Steal this: One recurring expert, one buyer question per video.
Academy
A channel built around learning a skill.
System Design for Beginners (2026)707K views · KodeKloudKodeKloud grew 9.5% in a month. Specific skills beat general tips: system design ran at 7.3 times the channel's usual views, exam prep at a quarter.
Steal this: Teach a skill your buyer wants, not your product's menu.
Hub and spoke by audience
A main channel plus spin-offs for one audience each.
I Created 32 Social Media Posts in 10 Minutes Using Claude +…324K views · HubSpot MarketingThe spin-off is bigger than the main channel in 7 of 9 big B2B companies. HubSpot Marketing has 644K subscribers; HubSpot itself has 181K.
Steal this: Give one audience a channel of its own.
Acquired media brand
A show the company bought and kept under its own name.
How This 77 Year Old Started a $2B+ Business9.9M views · My First MillionMy First Million has 967K subscribers. HubSpot says its channels, podcasts and creators now bring in as much demand as its blogs.
Steal this: Buy, or build, a show people already follow.
Product family
One channel per product.
What are skills?1.88M views · ClaudeClaude added 77K subscribers in a month, second only to ElevenLabs among the B2B channels we track.
Steal this: Explain each feature the week it ships.
Founder or executive-led
The boss on camera, answering the question of the day.
CEO ANSWERS: Where's the waste in UK's energy system?795K views · Octopus EnergyOne chief executive's topical explainers drew 10.9 times the channel's usual views. Only one channel tested, so treat it as a lead.
Steal this: Put your leader on camera answering this week's question. (Octopus is a consumer brand; the lesson travels.)
Show-led media brand
A channel named after a show, with the company in the background.
The history and future of AI at Google, with Sundar Pichai214K views · StripeInterview shows beat their own channel in 42 of 70 B2B tests: a little better than a coin toss. Hosts and guests the audience already follows seem to make the difference.
Steal this: A named host with a point of view, and guests with their own audience.
Single corporate channel
One channel for everything.
How Do F-35 Pilots See 360°?1.59M views · Lockheed MartinThe most common set-up. Those with a subject people love do well: Lockheed Martin has the highest like rate of any B2B channel. Component makers with no such subject struggle.
Steal this: Find the machine, the build or the craft your audience loves, and make that the star.
Event channel
Conference sessions uploaded in full.
Designing Math ft. Grant Sanderson (3Blue1Brown) I Config 20…340K views · FigmaEvent footage beat the rest of its own channel in only 28 of 67 B2B tests. What works is focused: Figma's product deep dives from Config beat the channel.
Steal this: Upload the best moment, not the whole session.
What you can learn
- The winners teach or serve one audience.Teaching channels, academies and audience spin-offs all lead the field.
- The strugglers film what the company does.Conference sessions and corporate updates serve the company, not the viewer.
- Pick your set-up on purpose.Most companies end up with one channel for everything by default. Decide who it is for first.
Verdicts are Casual's reading of its own research: format tests compare a series with the rest of the same channel, so a big channel cannot win just by being big. Video thumbnails link to YouTube. Channel types are Casual's own tags.
Formats that work
Teach. Don't just film the conference.
We grouped each company's videos by format and compared each group with the rest of its own channel: 639 tests across 1,621 company channels. Teaching wins most often. Full event footage does worst for B2B.
5% of tests: the format beat its channel5% of tests: it did not
monday.com
Amazon Ads
Hack The BoxElevenLabs
Zscaler
GeberitHeyGen
AirbusCisco
Qualcomm
Nokia
MediaTek
TE Connectivity
Thales
Trane Technologies
Mettler-ToledoThe one to watch: a chief executive explaining the news. One CEO's topical explainers drew 10.9 times the channel's usual views. One channel, so a lead rather than a rule.
What you can learn
- Teach something.Teaching series beat their own channel about two times in three, and three times in four on B2B channels.
- Cut the conference down.Full event footage beat its channel in fewer than half of B2B tests. Upload the best five minutes as a clip, not the whole session.
- Interviews need a host people follow.Without one, an interview show is close to a coin toss.
Source: Casual analysis of 1,621 company channels, unpaid long videos posted in the 12 months to 27 October 2026. Formats are found from video titles; each test needs at least three films in the format, and the channel at least five other videos to compare with. "Beat their channel" means the format's median views were higher than the median for the rest of that channel. Uploads whose views look bought are left out. Signals to brief from, not laws.
The leaderboard
The biggest B2B channels on YouTube
Ranked on one plain number: subscribers, as YouTube reports them. Arrows show the move since last month.
| # | Channel | Subscribers | 30 days | |
|---|---|---|---|---|
| 1 | = | Y CombinatorY Combinator | 2.42M | +20K |
| 2 | = |  NVIDIANvidia | 2.26M | +20K |
| 3 | = | IBM TechnologyIBM | 1.83M | +30K |
| 4 | = | MediaTekMediaTek | 1.6M | +20K |
| 5 | = | UnityUnity | 1.27M | +20K |
| 6 | = |  My First MillionHubSpot | 967K | +9K |
| 7 | = | SalesforceSalesforce | 883K | +1K |
| 8 | = |  Google Search CentralGoogle | 810K | +4K |
| 9 | = | FigmaFigma | 794K | +6K |
| 10 | = |  BoeingBoeing | 775K | +6K |
| 11 | = | GitHubGitHub | 701K | +12K |
| 12 | ▲5 | ClaudeAnthropic | 681K | +77K |
| 13 | ▼1 |  AhrefsAhrefs | 681K | +2K |
| 14 | ▼1 |  Lockheed MartinLockheed Martin | 673K | +2K |
| 15 | ▼1 |  CATLCATL | 668K | +13K |
| 16 | = |  ABBABB | 647K | +10K |
| 17 | ▼2 |  HubSpot MarketingHubSpot | 644K | +3K |
| 18 | ▲1 | AirbusAirbus | 565K | +8K |
| 19 | ▼1 | ZoomZoom | 558K | within rounding |
| 20 | = |  Volvo TrucksVolvo Group | 553K | +2K |
| 21 | = |  ShopifyShopify | 492K | +3K |
| 22 | = |  Microsoft MechanicsMicrosoft | 453K | +9K |
| 23 | = | CiscoCisco | 430K | +1K |
What you can learn
- Size is not momentum.The biggest channels added 1 to 2% this month. Look at the movers to see who is winning now.
- A channel can climb fast.Claude rose five places in one month by explaining each feature as it shipped.
- Most big B2B channels are years old.Subscribers build slowly. The best time to start a series is this quarter.
Source: YouTube public channel data, read 27 October 2026, against 27 September. Top 23 of the B2B channels Casual tracks; spin-offs such as Adobe Live and AWS Developers join the tracker at the next read. "Within rounding" means YouTube's rounded count did not change.
Spin-off watch
The spin-off often beats the main channel
Main brand channels against their audience spin-offs, by subscribers.
Adobe Live3.11M
Adobe615K
AWS Developers1.71M
Amazon Web Services848K
Good Work1.7M
Morning Brew696K
Google Cloud Tech1.46M
Google Cloud366K
Stripe Developers1.09MStripe116K
Learn With Shopify912KShopify491KHubSpot Marketing643K
HubSpot181KClaude644K
Anthropic819K
Salesforce Developers148KSalesforce883KWhat you can learn
- Give each audience its own channel.Adobe Live is five times the size of Adobe's main channel.
- Developers and learners want their own place.AWS, Google Cloud, Stripe and Shopify all built bigger audiences on their spin-offs.
- It doesn't always work.Where the brand is the product people follow, the main channel can stay bigger.
The exceptions: Anthropic's main channel is bigger than Claude's, and Salesforce's is about six times Salesforce Developers, even though Salesforce Developers has posted more videos. Source: YouTube public channel data, read 14 October 2026.