At the end of last year YouTube revamped its analytics dashboard for users who upload videos on the website. YouTube Insights is now YouTube Analytics, though the previous interface can be accessed for a limited time.
This is a screenshot of the Overview report from my YouTube channel.
I’m pleased there is a separate section for Engagement Reports, which shows data on subscribers, likes, sharing stats etc. With YouTube now focused on ‘channels’ since the redesign last December channel owners will be keen to follow subscriber counts the way Facebook admins put a premium on acquiring high fan counts.
Within the Views Report, Traffic sources and Playback locations (formerly under Discovery) are now separate sections. If you use Adwords Promoted Videos and True View advertising to promote your channel, the Traffic sources report will tell you what proportion of views come from paid advertising. A new section I noticed is Audience Retention which indicates retention level for every moment of the video. This is useful for video content creators to understand how video drop-off levels are affected by content at specific points of an uploaded video or by duration of the video.
With better insights on how viewers discover, engage and share video content online marketers can now make more data driven conclusions on what’s working in online video.
Online video was the medium that really exploded in uptake this year. Marketers will need to seriously consider video as part of their display buying and site optimisation strategies in 2011. Here we look back at some of the top Australian stats for online video that emerged in 2010.
10.3 mn unique viewers consumed online video content in October 2010 (Comscore)
Total of 961mn videos were watched in Oct’ 10 at an average of 8 hours per viewer (Comscore)
The top 3 online video networks in July’10 by potential reach of UV’s were SpotXchange (5.4 mn UV’s), Adconion (5.1 mn UV’s) and YuMe (4.1 mn UV’s) (Comscore)
Top video properties are Google Sites (503 mn videos and 52.4% share); Microsoft sites (33.2 mn videos and 3.5% share) and Facebook (13.5 mn videos and 1.4% share) (Comscore)
Google Sites attracted the largest audience with 8.3 million video viewers, followed by Microsoft Sites with 3.2 million viewers and Facebook.com with 2.7 million viewers. (Comscore)
Men spend double the time (10.1 hrs) on online video than women (5.2 hrs). (Comscore)
The 15-24 segment consume the most amount of video regardless of gender while the 25-34 spends most time watching video (Comscore)
Australia has a low index (65) of video consumption at work vs other APAC countries like China (151), HK (147) and India (146) (Nielsen)
APAC, Latin America and the Middle East lead in online video usage. Australia’s index value is 86 to 90 for the USA on the index of global video usage by market. (Nielsen)
Video based advertising comprised $8.4m of advertising expenditure in Q3 2010 (IAB, PWC)