9 Australian brands standing out on YouTube

In Australia, the power of YouTube marketing can’t be understated—just ask the executives themselves. Per Sprout’s 2025 Impact of Social Media Marketing Report, Australian marketing leaders consider YouTube one of the biggest drivers of business impact.

That’s because consumer attention has largely shifted to video content. For millions of Australians, YouTube is a source of entertainment and education, particularly when it comes to purchasing decisions. This opens the door for Australian brands on YouTube to promote their products and services, foster loyalty and increase conversions.

Here’s a guide to some of the best brands on YouTube in Australia, why they stand out and how you can replicate their success.

Why YouTube matters for Australian brands

If you need convincing about YouTube’s marketing power for Australian brands, look no further than the statistics. As Australia’s top online service for video content—with 57% of Aussies using it—YouTube dominates the space. And, according to Statista, YouTube will reach a new peak of 15.8 million Australian users in 2029. As early as 2025, YouTube’s Australian user base is expected to surpass that of Facebook.

But Aussies don’t just love YouTube for its video-sharing capabilities. For many, it’s the community that’s developed in comment sections, Lives and polls. By tapping into these community-building initiatives, brands can foster a unique sense of belonging that keeps users coming back.

YouTube is also the world’s second most-visited site and second-largest search engine, making it a goldmine for evergreen discoverability. A simple how-to guide or teaser promotion can continue to rank in the YouTube algorithm for months or even years after its publication. This means that brands’ opportunities for continued traffic and engagement on the network are long-lasting.

YouTube also enables businesses to post a blend of long-form and short-form content. While long-form videos are ideal for rich storytelling or in-depth product demonstrations, short-form videos (i.e. YouTube Shorts) are perfect for snappy, eye-catching promotions. In short, YouTube is versatile enough that brands can use it to meet various social goals, from increasing awareness to driving conversions.

However, YouTube’s position in Australia’s social landscape will likely change due to the impending social media ban for under-16s. Although it was originally exempt, the government announced in July 2025 that YouTube would be part of the ban. While teens and children will still be able to watch YouTube videos, they won’t be permitted to have an account. As a result, brands looking to market to younger audiences may need to explore alternative strategies to reach them, such as offline activations or multigenerational marketing (i.e. targeting parents as well).

Top Australian brands on YouTube

From fitness to food to finance, the best brands on YouTube in Australia can be found across a wide range of industries. Let’s take a closer look at nine of these brands and how they’re standing out on YouTube.

1. Bunnings Warehouse

Bunnings Warehouse has long been Australia’s go-to hardware retailer. Its commitment to low prices, iconic sausage-sizzle fundraisers and humble brand identity have made Bunnings the most trusted brand among Aussies.

With such a high degree of public confidence, it’s no surprise that Bunnings is also one of the most successful Australian businesses on YouTube. By sharing DIY inspiration, home renovation series and organisational hacks, the brand has amassed 425K subscribers and 142 million total views.

By far its most popular form of content is the how-to guide. In these tutorials, a Bunnings rep walks viewers through each home improvement process step-by-step, using simple language and offering actionable tips that everyday people can implement. Short, straightforward and led by real Aussies, Bunnings’ YouTube content is as down-to-earth as the brand itself.

Key takeaway: Ensure that your YouTube content resonates deeply with Australian consumers by providing real value while staying true to your brand identity.

 2. Chloe Ting

With a whopping 25.9 million followers and 3.4 billion total views, Chloe Ting is one of the most prolific YouTube influencers in the world. She’s also leveraged that following to create one of the best brands on YouTube, based entirely around her identity and passion.

Fitness is Chloe’s focus. To date, she has shared nearly 500 videos on her channel, the vast majority of which are guided workouts. While the exercises vary—featuring different styles like HIIT, Pilates and stretching—the common thread is that they’re all extremely accessible. Each can be done at home with little to no equipment, and typically lasts a maximum of 30 minutes—ideal for people with physical, financial or time constraints.

While Chloe provides ample free resources, she’s expertly used her platform to expand into paid offerings as well. In 2022, she launched a line of fitness equipment—which included dumbbells, Pilates balls and resistance bands—in collaboration with Walmart. She has also created her own athleisure brand, which you can shop directly on her YouTube channel.

Key takeaway: YouTube is a powerful platform for promoting free and paid offerings alike. Level up your social commerce strategies by using YouTube’s native shopping features, turning engagement into sales by making it easy to transition from watching to buying.

3. BINGE

Aptly named, BINGE is Australia’s go-to streaming service for all binge-worthy films and TV shows.

With 136K subscribers and 147 million total views, BINGE’s channel consists of actor interviews, teasers and clips from recently added shows.

One example is its original series, Colin from Accounts. With 323K views, the teaser for its first season is one of the most viewed videos on the channel. With that in mind, it’s no surprise that the show was wildly popular—so much so that it was quickly picked up by international streaming services, including the BBC and Paramount+.

Key takeaway: YouTube is an ideal platform for generating buzz around new releases. You can drive engagement that translates into tangible success, such as new partnerships or international expansion, by sharing content like teasers and sneak peeks.

4. MECCA Beauty

With over 110 stores across Australia and New Zealand, MECCA is one of the largest beauty retailers in the region. It’s particularly beloved for its Beauty Loop rewards program, which provides members with free goods and services, early access to product launches and invitations to masterclasses.

On YouTube, MECCA leans into broadcasting product announcements, makeup artist-led tutorials and influencer marketing collaborations to its 53K subscribers. And given that the brand has amassed over 10.1 million lifetime views, these videos are clearly hitting the right note with its audience.

With over 252K views, one of its most popular videos is the eye makeup masterclass led by cosmetics mogul, Rae Morris. In just a few minutes, Morris details her top tips for creating flattering eye looks for your eye shape, while performing the steps in a real-time demonstration. In addition to integrating many of MECCA’s products, the video helps viewers learn about beauty in creative yet practical ways.

Key takeaway: Easy-to-follow tutorials, expert guidance and collaborative content can help brands on YouTube seamlessly promote their products while continuously inspiring their customers on how to use them.

5. Canva

Although it was founded in Australia, the graphic design tool Canva is now used worldwide. As of 2024, over 220 million people use Canva in more than 100 languages in 190 different countries.

When it came to crafting its YouTube strategy, Canva translated its global presence into multilingual videos. On its channel—which boasts 751K subscribers and 659 million lifetime views—you’ll find a wide range of videos in English, Spanish, Portuguese, Indonesian and more. This approach helps Canva appeal more to Australians—22% of whom speak a language other than English at home—and to global audiences.

Key takeaway: In a saturated social landscape, multilingual content can help you stand out among the best brands on YouTube and connect more deeply with international consumers.

6. Coles

One of Australia’s primary supermarkets, Coles is committed to helping Australians eat and live better every day. One of its key strategic pillars in achieving that mission is meeting customers where they browse and shop most: online.

As part of its commitment to digital, Coles has developed a rich YouTube presence. With 142K subscribers and 26.4 million views, the brand is showing its audience that healthy, delicious cooking doesn’t have to be complicated.

In one of its most popular series, Cook with Curtis Stone, the Aussie celebrity chef demonstrates how to cook a variety of staple meals, from scrambled eggs to pumpkin soup to roast chicken. In a matter of minutes, Stone guides viewers through the cooking process step-by-step, while using accessible, affordable ingredients—all of which can be found at your local Coles.

Key takeaway: YouTube is the perfect platform for brands to show their products in action. You can inspire audiences and drive purchases simultaneously by incorporating your products into helpful, engaging videos.

7. Cricket Australia

Cricket Australia is the official governing body for the national sport. Its key mission is to foster the country’s passion for the game and inspire more people to play.

One of the key ways Cricket Australia does this is by sharing some of the game’s most exciting moments on its YouTube channel, which has nearly 66K followers and 9.3 million total views. Many of its most-watched videos are highlight reels, compiling the biggest upsets, shock victories and standout moments from recent matches.

However, the brand also shares interview content with some of its elite players. For example, one video features a brief chat with Darwin player, Charlie Smith, interspersed with behind-the-scenes shots of a practice session. In spotlighting Smith’s down-to-earth nature, this content makes the sport feel relatable—essential for increasing public interest and participation.

Key takeaway: Humanise your content while fostering engagement by using a blended content approach (e.g. a combination of thrilling highlights with authentic behind-the-scenes videos).

8. Ann Reardon/How to Cook That

With a following of nearly five million and over 967 million views, Ann Reardon is a qualified dietitian, food scientist and pastry chef. Like Chloe Ting, Reardon has turned her online identity into a brand, How to Cook That (H2CT).

In addition to sharing tasty recipes, Reardon also uses her channel to cover any and all things food-related, including current events, scientific concepts and myths. The latter has been one of her most successful series on YouTube, with Reardon using her professional expertise to debunk food hacks and recipes. In one of her most recent debunking videos—which has 475K views and climbing—Reardon explores the feasibility of making popcorn out of pomegranate seeds and watermelon juice in a French press.

In sharing her expert insights, Reardon helps her viewers make informed decisions about the products they buy and the recipes they test. Her content also places her values—truth and transparency—front and centre, giving her content a distinctive tone. Rather than feeding into the hype around certain products or taking inauthentic brand deals, Reardon’s voice is a breath of fresh air. By cutting through the noise in her content, Reardon is better able to connect with audiences who prize authenticity as she does.

Key takeaway: The best brands on YouTube highlight their expertise and cement themselves as industry leaders. You can use your wider team’s knowledge to debunk misinformation, build trust and develop value-driven relationships with your followers.

9. ANZ

With nearly 19K subscribers and 29.6 million total views, the ANZ YouTube channel features a mix of content to help Aussies better manage their money.

Some are instructional, explaining how to use the ANZ banking app for tasks like making a PayID payment or activating a card. Some are direct-to-camera videos in which a financial expert offers actionable budgeting tips. Some are updates on real-world financial trends—and this is where ANZ stands out.

As an example, the brand has recently created content centred around various types of financial scams, including bank impersonation scams. Via voiceover, the brand breaks down what these scams are, warning signs to watch for and how to protect yourself.

This uptick in scam-related content was no accident—it’s a direct response to Australian trends and a growing problem many Aussies face. In 2023-24, more than 2 million Australians experienced card fraud, and 675,000 replied to a scam. According to the Australian Bureau of Statistics (ABS), these figures represent a 2.5% increase from the previous year.

Key takeaway: Tapping into real-world trends on YouTube shows that your brand has its finger on the pulse of its industry. This aids in building trust by proving that you’re responsive to the issues your customers care about most.

Create a standout YouTube presence

Australian brands on YouTube are reaching new levels of success by pairing local authenticity with global best practices—and you can do the same. Put your unique spin on the strategies outlined in this guide to craft a YouTube presence that’s true to both your brand and your audience.

Get started today with Sprout’s YouTube strategy template.

FAQs

Who is the #1 YouTuber in Australia?

The most followed Australian YouTube account is Bounce Patrol – Kids’ Songs, with over 33.3 million subscribers at the time of publication.

Who has the top 5 subscribers on YouTube?

The five Australian YouTube accounts with the most subscribers are (at time of publication):

1. Bounce Patrol – Kids’ Songs (33.3 million subscribers)
2. Chloe Ting (25.9 million subscribers)
3. How Ridiculous (23.7 million subscribers)
4. LazarBeam (23.2 million subscribers)
5. Double Date (20.8 million subscribers)

How popular is YouTube in Australia?

With over half (57%) of the population using YouTube, the platform is extremely popular in Australia. Plus, it’s expected to grow even more popular in the years to come, reaching an estimated peak of 15.8 million users in 2029.

However, this projection may be affected by the Australian Government’s impending ban on under-16s having YouTube accounts.