Monday, April 30, 2018

New YouTube Data #Analytics

I'm not sure exactly when, but YouTube have recently made available more data to channel owners - this time in relation to "Impressions" and "Click-Through Rates" (CTR). Impressions tell you how many times your video thumbnails were shown to viewers. The click-through rate shows the percentage of views per impressions shown. This measures how often viewers watched a video after seeing an impression. Data are only available since 1st January 2018. So - over the first four months of 2018 there have been 8,239,406 impressions, with a click through rate of 6.89%. This means that 567,695 thumbnails were clicked - accounting for just under half of the 1,141,427 views in the same period. It's nice to know where the view traffic is coming from. For me, YouTube are doing a good job of recommending videos - I have no input into this whatsoever. 

Here's a snap shot of analytics for the first four months of 2018:

Tap/Click Image to Enlarge.

The chart shows the number of impressions in blue. These data are very cyclical - every one of the low points shows the number of impressions on a Saturday. This cycle closely matches the weekly cycle for views and watch time as well. The brown line represents the percentage click-through rate - at its highest it was 7.47% (2nd January), at its lowest it was 6.08% (28th April). While the number of impressions increases over the four months, the percentage click-through falls. According to YouTube "Half of all channels and videos on YouTube have an impressions CTR that can range between 2% and 10%". It can be seen from the average duration (2:27 minutes) that my thumbnails are not regarded as "click-bait". YouTube tell us that: 
  • Higher click-through rate with low average view duration: This may mean your thumbnails are "click-baity" or that your content doesn’t meet viewers’ expectations
  • Lower click-through rate and high average view duration: This may mean that your thumbnails or titles aren't getting viewers to click
Another interesting stat for me to follow!

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