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YouTube beefs up its creator analytics

Video creators get deeper insight to their audience, how to improve their advertisement dollars

Technology trends and news by Krystal Peak
November 30, 2011 | Comments
Short URL: http://vator.tv/n/222b

YouTube has been making the move to provide more high quality and tailored video content on its site so that viewers turn to the platform instead of grabbing the remote.

In another move to help its content producers better engage their audience and grow their advertising revenue, the Google-owned YouTube announced an update to its analytics services Wednesday.

Previously, producers were able to delve into who was watching their videos and where they were coming from through a service called Insight. Now, YouTube has built out a new service that is replacing Insight, called YouTube Analytics. Analytics will be released to everyone on a modern browser on Wednesday.

YouTube's parent-company, Google, has been shaking up things as of late, with its new GoogleTV software and its rollout of 100 new YouTube channels filled with original content.

The original-content channel initiative launched by YouTube has many video producers excited about the changes coming to the world of on-demand and online media.

These new channels will be launched gradually through mid 2012 with content ranging everywhere from sports to popular culture and comedy -- all uploaded on YouTube with exclusivity contracts.

The new analytics service is a clear push to help the producers of the droves of YouTube content, to gain a better understanding of the audience and remain loyal to YouTube for their media outlet and advertising monetary support.

The new service will include the features:
    •    A Quick Overview: A summary screen of all the basic video stats, while also enabling you to easily access more detailed information.

    •    More Detailed Reports: Analytics now includes more detailed statistics so that you can have a more precise understanding of your content and audiences.

    •    Audience Builders: Discover which videos are driving the most views and subscriptions.

    •    Audience Retention: See how far viewers are watching through your video in the new audience retention report.

Sample Graph on location and gender of viewers:

Sample Graph of estimated revenue:

The Creator Playbook was also updated for users to get better tips and tricks to building their YouTube empire.

This information becomes valuable to creators that want to know what content resonates the best and will drive up their traffic and revenue. The popular video of the talking twin babies, shot in Brooklyn, drew 53+ million clicks (one-quarter in the U.S. and the rest outside the country.)

The creators of this video are now, clearly aware, that some video content transends language and geographical divides (and this explains the bilingual ads I see when I watch this video an embarassing number of times.)


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