In the early days of social media, two
numbers mattered: how many followers you
have on an account and how many video
views you had on a video. Marketers are
evolving their thinking to put less weight
behind those representations of vanity and
more emphasis on data that shows value
back to the business, including leads
generated and conversions of any kind.
The same thing is happening on YouTube, led
by the channel itself. Recently, YouTube
removed the reporting of video views from
YouTube Analytics all together.
Views have been replaced with watch time,
measured in cumulative minutes watched
for every video on YouTube and and every
channel as well. Watch time, as we’ve
detailed throughout this ebook, is a key
ranking signal and YouTube will optimize for
driving and increasing watch time wherever
possible through its products and solutions
for creators to use.
A key component of the watch time is the
percentage of video viewed, or average view
duration, which helps to equalize between a
45-second video watched in full and a 10-
minute video watched for a minute.