The document discusses various aspects of YouTube's functionality and data analytics as of 2020, including the introduction of a Chrome extension called Vidiq for topic exploration and how topics link to Wikipedia. It outlines the categorization of content into six 'super topics' and presents insights on video performance metrics like views, likes, and engagement. The study analyzes a significant dataset of 200,000 videos across 20,000 channels, identifying trends and opportunities for content creators.

2. CRACKING YOUTUBE
2020: TOPICS

3. DID YOU KNOW?
3
• Topics is now live in Chrome Extension
vidIQ (right below Tags)
• Topics all link to Wikipedia articles
related to them (links are even in the
YouTube API)
• Based on Freebase Topic ID (history of it
could be interesting for preso)... reinforced
in YouTube API documentation:
• 6 “Super Topics” are all freebase topics in
“Music”, “Gaming”, “Sports”,
“Entertainment”, “Society”, “Other”

4. SUPER TOPICS
4

5. SUPER TOPICS: VIEWS
5

6. SUPER TOPICS: AVD
6

7. SUPER TOPICS: AVG SUBS OF CHANNEL
7

8. SUPER TOPICS: AVG. LIKES
8

9. TOPICS & YOUTUBE
9

10. TOPICS & YOUTUBE: AVD
10

11. TOPICS & YOUTUBE: WORST AVD
11

12. TOPICS & YOUTUBE: LIKES
12

13. TOPICS & YOUTUBE: LEAST LIKED
13

14. OVERSATURATED TOPICS
14

15. WHERE ARE THE OPPORTUNITIES?
15

16. HOW YOUTUBE DETERMINES TOPICS
16
• Metadata
• Comments
• Transcripts
• Video
Intelligence

17. CRACKING YOUTUBE
2020

18. • 200,000 Videos
• 20,000 Channels
THE DATA:
18

19. CHANNEL
DATA
19

20. • Less than 10 videos
• 1 or 2 “viral” videos
CHANNELS
NOT
INCLUDED:
20

21. COUNT OF CHANNELS
21

22. AVG DAY 1 – 30 VIEWS
22

23. AVG LENGTH OF VIDEO
23

24. AVG LENGTH OF VIDEO: VIEW RANGES
24

25. AVD OF VIDEOS
25

26. AVD OF VIDEOS: VIEW RANGES
26

27. % VIEWED
27

28. # OF CREATOR SUGGESTED VIDEOS
28

29. # OF TAGS
29

30. CHARACTERS IN DESCRIPTION
30

31. % OF VIEWS FROM SEARCH
31

32. UPLOADS
32

33. UPLOADS
33

34. UPLOADS
34

35. TRAFFIC SOURCES
35

36. OTHER TRAFFIC SOURCES
36

37. OTHER TRAFFIC SOURCES
37

38. VIDEO
DATA
38

39. • Livestreams
• Advertised videos
• Music Videos
• Videos with less than:
• 100 first day views
• 1,000 seven day views
VIDEOS
NOT
INCLUDED:
39

40. VIDEOS BY CATEGORY
40

41. COUNT OF VIDEOS BY LENGTH
41

42. COUNT OF VIDEOS BY MONTH OF RELEASE
42

43. YOUTUBE
FEATURES
43

44. YOUR OWN SUGGESTED VIDEOS VS. VIEWS
44

45. YOUR OWN SUGGESTED VIDEOS VS. VIEWS
45

46. CTR IS KING
46

47. CAPTIONS ARE GREAT METADATA
47

48. LENGTH OF TITLE VS. VIEWS
48

49. # OF TAGS VS. VIEWS
49

50. LIKES AS A % VS. VIEWS
50

51. COMMENTS PER VIEWER
51

52. LIKES TO DISLIKES RATIO
52

53. LIKE TO DISLIKE RATIO (2019 ONLY)
53

54. LENGTH
&
AVD
54

55. VIEWS BY LENGTH
55

56. FIRST SEVEN DAYS VIDEO LENGTHS
56

57. AVD VS. VIEWS
57

58. AVD VS. VIEWS (2019 VIDEOS ONLY)
58

59. AVD VS. VIEWS
59

60. AVD VS. VIEWS (2019 ONLY)
60

61. WHY THE SHIFT?
61

62. DOES % VIEWED MATTER? MAYBE
62

63. DOES % VIEWED MATTER? MAYBE (2019 ONLY)
63

64. SUGGESTED
&
BROWSE
64

65. % OF VIEWS FROM BROWSE DAY 1 VS. TOTAL VIEWS DAYS 1 - 30
65

66. % OF VIEWS FROM BROWSE DAY 1 & 2 VS. TOTAL VIEWS DAYS 1 - 30
66

67. % OF VIEWS FROM SUGGESTED DAY 1 VS. TOTAL VIEWS DAYS 1 - 30
67

68. % OF VIEWS FROM SUGGESTED DAY 1 & 2 VS. TOTAL VIEWS DAYS 1 - 30
68

69. SUGGESTED VS. AVD 7 DAYS
69

70. SUGGESTED V. BROWSE, 7 DAYS, BY AVD
70

71. SUGGESTED VS. BROWSE BY AVD, WITH TOTAL VIEWS
71

72. SUGGESTED VS. BROWSE BY AVD, WITH TOTAL VIEWS (2019 ONLY)
72

73. WHY THE CHANGE IN SUGGESTED AND BROWSE?
73

74. THANK YOU!