This document provides information about YouTube, the largest video sharing platform. It notes that YouTube has over 800 million unique users per month who can view, upload and share videos. It then discusses YouTube's various user demographics and segments, including details on how much time users spend watching videos and interacting with others on the site. The document concludes by outlining various metrics that YouTube provides to understand viewer engagement and how to best utilize those metrics to improve content and marketing strategies.

2. What is it?
● Market-dominant video sharing website, on which users can view, upload and share videos

3. Size of Audience:
● 800 million unique users per month
● More than 100 million social actions (shares, likes/dislikes, comments) per week
● Users in 43 countries, across 60 languages
more than 1/10 of world's population

4. Demographics
*US demographics
gender
age race
education
income

5. Digital Behavior Segmentation
Efficiency Experts: "sees the adoption of
digital devices and services as a way to make
life easier;" 41% of global sample
Content Kings: "includes dedicated gamers,
newshounds, movie buffs, music lovers and
TV fans;" 9% of global sample
Social Butterflies: "these consumers cannot
imagine not being able to instantly access any
of their friends;" 15% of global sample
Connected Maestros: "combines the
behaviors common to Content Kings and
Social Butterflies with even more
sophisticated behaviors;" 35% of global
sample

6. Digital Consumption
Over 4 billion hours of video are watched each month on YouTube
72 hours of video are uploaded to YouTube every minute
●
●
● Average YouTube user spends 900 seconds per day
● 2 billion views per day
● Millions of videos are favorited every day
● Millions of subscriptions happen each day. Subscriptions allow you to
connect with someone you're interested in — whether it's a friend, or the
NBA — and keep up on their activity on the site
● There are 500 tweets per minute containing a YouTube link, over 700
YouTube videos are shared on Twitter each minute
● 500 years of YouTube video are watched every day on Facebook
● 100 million people take a social action on YouTube (likes, shares,
comments, etc) every week
● More than 50% of videos on YouTube have been rated or include
comments from the community

7. Youtube's Key Segments

8. Gen V
age 18-34
● 1 in 3 visit Youtube multiple times per
day
● 1 in 5 visit Youtube on mobile daily
● Almost twice as likely as P18+ to
share and receive videos regularly
with their networks
● Half subscribe to specific Youtube
channels or content creators
● 2/3 use Youtube monthly
● 3 in 4 Smartphone owners use the
app monthly
● Early adopters of technology
● They have radically shifted their
media habits to accommodate new
devices and platforms that fit into their
lifestyle
age 18-49
● Early adopters of technology
● 1/2 shared online content in the past
week
● Share and receive video regularly
with their network but not as much as
males 18-34 segment
● 40% subscribe to specific Youtube
channels or content creators
● 25% actively seek out videos related
to their particular interests and
passions

9. YouTube Metrics
A few key metrics:
● Uploaded Video Views
● Subscribers
● Total Time Viewed
● Total Like / Dislike Ratio and growth
● Channel Engagement Rate
● Channel View Rate
● Number of Videos
YouTube has two main reporting features:
1. Engagement Reports
2. Views Reports

10. Engagement Reports
● Subscribers:
○ Are more engaged with your conent and watch
videos on a consistent basis
● Likes & Dislikes
● Favorites
● Comments
● Sharing:
○ How many times video has been shared through
"share" button
● Call-to-Action:
○ An overlay to share more information about the
content of your video

11. Views Reports
● Views
○ Number of views, monetizable views, and estimated
minutes watched
● Demographics
○ Gender, geographic, and date range break down
● Playback Locations
○ Reveals the page, site, or device video was viewed
● Traffic Sources
○ Reveals how user found your content
● Audience Retention
○ Absolute audience retention
■ Shows the views of every moment of a video
○ Relative audience renetion
■ How well you retained viewers during playback

12. How To Use These Metrics
Measure view count over time

13. How To Use These Metrics
Check ratings to see what resonates with your audience
● Compare likes, dislikes, comments and favorites of
video from publication up until present day
● Use this information to determine what video content
your audience likes and what content they don’t like
● This will help determine what kinds of content to
produce in the future

14. How To Use These Metrics
Research significant discovery events
● Gives you actionable insights into which marketing
channels drive traffic to your videos over others and
allows you to focus your efforts
● Excludes less significant sources of traffic
● Take note of the websites that embed your YouTube
videos

15. How To Use These Metrics
Analyze your audience demographics
● Segment your
audience based on
the content of your
video
● Make better informed
decisions for future
content creation and
marketing strategies.

16. How To Use These Metrics
Monitor viewer drop-off
● Understand where your viewers stopped watching your
video
● Discover weaknesses in your video content and help you
prevent the same issues in the future
○ Was the video too long?
○ Was the conent not relevant?
○ Is the video boring?
● Make note of any surprising places where viewers
simply stop watching your content

17. How To Use These Metrics
Track traffic sources
● YouTube Referrals
○ See the title of each video that drove traffic to the
video you’re currently analyzing
● Determine whether traffic from YouTube search or
YouTube suggested videos is more important to your
video promotion strategy

18. How To Use These Metrics
Take note of sharing statistics
● Social media sharing is key to "going viral"
● Figure out why certain videos are more popular than
others
● Add social media calls to action in your videos to
encourage sharing
● Use YouTube annotations to drive viewers to perform a
particular action

19. How To Use These Metrics
Encourage subscriber engagement
● Monitor the growth of your subscriber base to
understand the overall reach of your YouTube content
● Use the subscriber report to get a better sense of the
subscribers you lost or gained on a video-by-video basis
● Use this report to test the use of annotations to see if
your channel’s subscriber rate rose or fell as a result

20. How Brands Use YouTube:
Storytelling
A powerful direct marketing tool: it's an opportunity for brands to speak directly
with consumers.
more as part of the marketing mix rather than a tactic in a vacuum.
Secret to success: consistently and frequently publish refreshing content that
has intrinsic value for audiences online.
Source: http://mashable.com/2009/06/01/youtube-brands/

21. Lululemon
"Sh*^ Yogi's Say"

22. Brand Storytelling
Google Chrome

23. Creative User Interaction
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