Content posted by Spanish automotive sector brands on YouTube: branded content, insights and environmental commitment

Purpose The main objective of this study is to analyze content posted by automotive sector brands on their YouTube channels, identifying the use a branded format, application insights creative conceptualization and dissemination messages related messages' environmental commitment. Design/methodology/approach A descriptive was conducted using qualitative analysis as methodological approach. sample made up 691 videos from September 2020 August 2021 ten with biggest advertising budgets in Spain (InfoAdex, 2021). Findings findings reveal predominance advertorial format brands, while less popular. Creative concepts based are rare limited an advertisement format. theme respect for environment used mainly connection discourse vehicle features not so much commitment brand response consumer concerns or changes that undergoing. Originality/value originality lies approach it takes YouTube. paper's contribution innovative monitors posts over course year, rather than just during specific periods when these run campaigns.