YouTube Steps Up Analytics, Drills Into Viewer Stats

YouTube still dominates streaming media. As such, tracking a campaign’s performance on Google’s video hub remains a critical component of any marketer’s viral video efforts.
Responding to greater demand for more in-depth reporting and analysis, YouTube has replaced its Insight tracking service with a more thorough Analytics offering.

Analytics attempts to take Insights to another level by giving publishers of any size more information about their content and viewers. It features a new overview section, which prioritizes a publisher’s most relevant information, as well as more detailed statistics.

The new service also hopes to help publishers discover which videos are driving the most views and subscriptions -- and how far viewers are watching through videos in the new audience retention report.

Led by YouTube, Google sites still ranked as the top online video content property in October -- with 161 million unique viewers and a record 20.9 billion videos viewed, per comScore Video Metrix.

Still small by comparison, Facebook.com represents a clear threat to YouTube’s video dominance. According to comScore, the social network ranked second in terms of viewers, with 59.8 million in October.

Overall, with the average viewer now consuming a record 21.1 hours of video a month, a total of 184 million U.S. Web users -- or 86.2% of the country’s online population -- watched more than 42 billion videos in October.

Also worth noting, video ads accounted for 14.9% of all videos viewed -- and 1.4% of all minutes spent viewing video online -- in October. Across the board, video ads reached 53% of the total U.S. population an average of 47 times during the month, while Hulu delivered the highest frequency of video ads to its viewers with an average of 46.5. - Gavin O-Malley, MediaPost

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