Great video!
There have been a lot of tests of chain lubes over recent years, and all come up with slightly different results. The folks at Friction Facts get different results than Eddie. Their faves are NixFrixShun (produced local to DC), Lilly Lube, Squirt, and some of the new and super pricey graphene lubes - as well as the classic hot wax treatment.
The biggest thing, though, is making sure a chain is kept clean and lubed with any kind of lubricant. Even olive oil works in a pinch! But keeping the chain clean is paramount, because any abrasives that stick to moving surfaces will cause wear. Some lubes run cleaner than others. And most people over-lube their chains, per my experience, getting their drivetrains messy and turning them into dirt magnets.
The only place that need lubricant in the chain is the inner rollers and where the plates of the chain rub against each other. The lube isn't needed anywhere else: not on the outer plates, nor on the cassette cogs or chainrings.
Some lubes are best applied liberally (e.g. Lilly Lube, White Lightning), while others are meant to be applied sparingly (e.g. NixFrixShun). All are meant to be applied to a clean chain, as they'll adhere to places where they need to go without interference from dirt and abrasive material.
A proper deep cleaning of a chain takes time, but even a cursory cleaning after a ride will help. And when you do re-lube your chain, give the lubricant time to penetrate into the rollers and for the carrier to evaporate - anywhere from 30 minutes to overnight, with longer typically (but not always, it depends on the lube) being better. Once the lube has set in, wipe the chain with a clean microfiber or other lint-free cloth. You want the chain to look clean - that lube will be where it should be.
And note that some lubes are better for wet conditions than others.
Personally I don't use just one lube on my chains. My lube depends on the season. Typically I use NixFrixShun as my go-to. I also use Lilly Lube at times, and sometimes I use Rock-n-Roll Gold or Boeshield T-9. It all depends on the situation I'm facing on a ride. I have found that NixFrixShun works great for 90 percent of my riding needs. I like Lilly if I want a light lubricant for special events. Boeshield and Rock-n-Roll are great winter/rain/mud lubes.
Most of all: use a lube, use it often, and keep your drivetrain clean! If your chain is black and gunky, or if there's buildup on the chain, jockey pulleys, cassette cogs, or chainrings: do a deep cleaning and apply your lube of choice sparingly, let it set in, then wipe off.
And then get out and ride!
Respectfully,
Rudi