The survey of 962 YouTube subscribers found that while most viewers visit CollegeHumor.com, only half make the jump from YouTube. Awareness of exclusive content on the site and a one-month delay on YouTube videos influences this behavior slightly. Suggestions include promoting exclusive serial content and site variety to draw more viewers from YouTube to CollegeHumor.com. Interaction and exclusives on Facebook could also engage subscribers more. Habit and platform familiarity dominate over knowledge in determining where users consume content.

1. YOUTUBE
SURVEY

2. Dear Diary…
25 AUG 2010
St eph, Quay an d Kai wanted
to know how we can
encourage more YouTube
users to view o ur website. So
A lex, Brian and Max made a
survey to u nderstand our
Y ouTube subscr ibers better

3. We were
off to
a rough
start,
but we
pulled
together

4. Contents
Hypotheses
Methods
Findings
Age
YouTube behavior
Facebook behavior
Conclusions
Suggestions

5. Hypotheses
• In general, we believed that site
usage would be determined by
two key factors:
• knowledge of the websites and
• habit (i.e. I am comfortable
staying on my YouTube page)

6. Hypotheses
Sub-hypotheses:
• Knowledge of the one-month delay (or
lack thereof) will effect site of preference
• Familiarity/login/connect on CH.com
would also determine site usage
• Users who don’t interact with CH.com are
probably just subscribers who don’t want
to leave their feeds

7. Methods
We composed a survey
in Google Docs and
Posted it as a bulletin
to our YouTube channel
subscribers
Respondents : 962!

8. Questions:
Do you visit CH, have a login, use
Facebook Connect?
Were you aware of the one-month delay?
What would make you choose CH? What
would you like to see more of on our
Facebook?
Where do you watch more often? When is
it YouTube? Do you ever jump between
the two? Why?

9. SO
WHAT
DID
WE
FIND?

10. A note on Age
Our respondents (top) are
distributed similarly to
actual YouTube account age
(bottom)
However, ours is skewed
younger
The amount of <13 year olds
show that our YouTubers
probably report their ages as
higher than actual

11. Growin’ Up
Interestingly, there were NO correlations
of any significance between age and any
other factor
>implying that there is no systematic
relationship (with respect to this survey)
between our viewers of different ages
and how they consume our videos

12. YouTuber Breakdown
84% of our YouTubers visit
CollegeHumor.com
…But only 45% ever jump
from YT to CH
19% watch more CH
than YT
17% Facebook
Connect
14% have
CH logins

13. Reasons for YouTubing
159 Find us in their subscription page
59 Are just “bored” and surf there
56 Are already on YouTube
24 Have a grievance with CollegeHumor.com (i.e. Ads)
>implying that inertia drives YouTubers to watch vids on YT
more so than distaste with CollegeHumor

14. Knowledge is Power
• hjsjjsjs
25% of our subscribers don’t know about the
delay we place on our YouTube videos

15. Knowledge is Power?
There’s also a .19 correlation between
knowing about the delay and jumping from
YT to CH AND to watching more videos on
the site
>Implying a connection between knowing
the delay and being more likely to use CH,
although a weak one

16. Why don’t people like
CH.com as much as YouTube?
They like YT
Slower/busy Subscription is
playlists more
layout easier
(for franchises)
Don’t want to
make new Less familiar
account
Authors’ note: when you see boxes like these, they are not options we presented
but rather summaries of the most common free responses that participants offered

17. What would draw you to CH?
Trailers on YT
Site-exclusive
for full vids on
content
CH
Variety (again,
Direct Link to
seems like they
CH.com
are unaware)

18. COMMENTS
ries on
“If you started a se
vided
Youtu be and then pro
r website.”
the rest on you

19. Why jump from YT to CH?
45% of
To find more not-posted content sub’s make
this jump
For higher quality videos
Couldn’t find what they were looking for
For articles and other news
What
motivates
these “CH is blocked in Saudi Arabia”
jumpers?

20. Why jump from YT to CH?
More vids to complete a series/franchise
An incredibly common response
reveals that subscribers see one
chapter of a series and then go
to CH when they realize that the
rest are already posted on CH
Jake and Amir “Girlfriend” : 8 parts!

21. What would you like to see more
of on our Facebook?
Outtakes/
Pictures!
Contests
bloopers
Quotes/ Staff A feeling of
Joke of Day
interaction
exclusivity

22. “Updates from the PEOPLE who
actually make the videos and who are
in them.”
“It's basically nothing but links to the
CH website. Basically, if I visit the CH
home page once a day, I don't even
need to visit the facebook page.
“More personality”
COMMENTS
“Random/funny status updates!” So,
“Pr0n” like “this is our favorite profile” gag?
“More things like showing WHAT you exactly do, for ex. how
you make movies, where you get your ideas from, where your
episodes / shows are available to watch.”

23. Almost forgot to mention
A lot of people replied:
“I didn’t know you had a Facebook but
now I’m gonna go Like you right away!”
A little messaging got us some free likes
;)

24. FINAL
THOUGHTS
WHAT DOES IT ALL MEAN?

25. Today I learned…
• Our engaged YT audience is young, probably
younger than we think.
• Channel choice/behavior is not systematically
affected by age
• Only a small percentage (16%) of YouTubers
ignore CollegeHumor.com altogether
• Only half of YT viewers are following the jump
links to CollegeHumor.com
• Roughly 15-20% use login/connect, which may
be on par with all viewers of CH content

26. Today I learned…
• The majority of YT viewers are there because
of habit, not misinformation/displeasure with
CH
• 25% are unaware of the month delay and
response to the delay is mixed
• Knowing the delay does influence behavior in
CH.com’s favor only slightly, demonstrating
that knowledge is a factor, but habit/preference
is dominant
• YouTubers prefer YT because of ease of use
(regarding subscription especially)
Speaks to the hypotheses

28. Might we suggest…
When a subscriber views pt. 1 of a series,
they are like to jump to CH if they realize
the rest are there. We suggest special
copy/post-roll/annotations for a serial
video to push traffic to the site
Some viewers even suggested previews/
trailers on YouTube! They are also
receptive to promotional videos

29. Might we suggest…
Users who get everything from the comfort
of their subscriber page don’t want to go to
CH because they will later get resent the
same videos. We could do more on the
YouTube channel to address the variety of
CH, namely articles, pictures and UGC
(furthermore, we should seek ways to randomize
videos on any channel)

30. Might we suggest…
Some users think that YouTube is more HD.
This is wrong. We should broadcast the fact
that our site videos are all 720p
And some don’t know about our website and
our Facebook page. There’s a lot for us to
broadcast through our YouTube channel !
Let’s use bulletins and annotations more
often to micro-message

31. Can’t stress this enough!
If we want each channel viewed,
each must have exclusive
content. We must leverage the
strengths of each channel to
deliver something unique

32. Before we go
The way of the Dodo,
We just wanted to say
Thank you!
Research by Alex Liu, Brian Weiss, and Max Brawer. PPT designed by Max
Dodo by Brian Weiss