YouTube will now provide advertisers with a metric for how long their ads are likely to be seen by the average viewer. This is an important step in providing more transparency and accountability to advertisers.
YouTube has introduced Typical Audience Retention data. This data helps content creators understand how long their videos are staying on the website for, and what percentage of people who watch them leave after watching just one video.
YouTube is revamping its audience retention reporting to make it simpler for artists to see what’s working and what isn’t.
Last year, YouTube Studio gave channels access to viewer retention data.
This part of YouTube Analytics examines “key moments” in videos that received positive feedback.
It’s intended to assist YouTube producers in determining what resonates with their audience and what works in terms of content.
Channels have had a chance to examine the data and apply the results to their content production strategy since the publication of the critical moments for audience retention report.
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One of the most common pieces of criticism YouTube has received is that it would be helpful to know what works and what doesn’t when it comes to audience retention.
As a result of the feedback, YouTube has included a new piece of statistics called normal audience retention.
This data will show as a grey band across different charts in YouTube Analytics, making it simple to compare real performance to average performance.
Take a look at the image below for an example.
October 2021, screenshot from YouTube.com/CreatorInsider.
You may receive a high-level summary of your whole channel’s important moments, as well as a detailed breakdown of compelling moments in a single video.
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Here’s how to locate each of these data sets.
Key Moments in a YouTube Video
Navigate to YouTube Studio, pick one of your uploaded videos, then click Analytics to get a per-video analysis of critical moments.
Scroll down to discover crucial moments that will keep your audience’s attention.
These are certain times in a video where retention is much higher than usual. The little spikes on the graph represent video chapters.
The first thing you’ll notice is an intro analysis that compares its present performance to the average performance of your last 30 videos.
You can keep track of what works and what doesn’t when it comes to intros using this analysis.
By clicking on the Top moment option on the same page, you may find the most interesting portion of a video.
A celebratory banner of acknowledgment will be shown on YouTube, which will read:
“Wonderful job! A section of the film held your viewers’ attention for longer than usual.”
October 2021, screenshot from YouTube.com/CreatorInsider.
Key Moments on the YouTube Channel
Navigate to the Analytics section in the left sidebar and choose Engagement from the top menu to get a full channel overview of important moments.
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This area, according to YouTube, has greater promise since it enables you to evaluate performance across all of your videos from the previous year.
October 2021, screenshot from YouTube.com/CreatorInsider.
This report highlights significant instances of below-average performance in addition to showcasing above-average performance.
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By selecting the Spikes tab from this page, you may get another helpful report.
You’ll find out whether any videos saw substantial increases in audience retention in this section.
If you utilize this data to search for trends, it may be quite useful.
October 2021, screenshot from YouTube.com/CreatorInsider.
On YouTube, it was found that segments including UI demonstrations resulted in a significant increase in viewer retention.
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With this information, the channel will know how to keep viewers interested by including more UI demonstrations in their broadcasts.
Calculating the Retention Rate of a Typical Audience
Finally, it’s worth noting how YouTube determines average audience retention.
The average audience retention is based on similar-length videos released on a creator’s channel in the previous year.
YouTube intends to expand the comparison feature to include not just a creator’s own channel, but also films of comparable duration from other channels in the future.
Creator Insider is the source.
YouTube has introduced Typical Audience Retention data. This is a new metric that will help advertisers understand the amount of time their ads are viewed by users. Reference: audience retention vs watch time.
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