3 Big YouTube Numbers to Know I count one as the press release from comScore, which was distributed on Thursday, Feb. 23, 2017, which announced that it had started reporting of new mobile video metrics for YouTube and its Partner Channels. My first response was, “It’s about time.” I’d stopped reporting on comScore’s monthly rankings of online video properties back in October 2013 when it became clear that they only reflected desktop data, while 40 percent of YouTube views back then were coming from mobile devices. It said, “With 70 percent of YouTube viewing happening on mobile devices, this expansion of comScore measurement solutions now better captures that mobile consumption, enabling content owners that participate in the YouTube Partner Program to improve monetization for their cross-platform audiences across distribution channels.” Yes, that’s 70 percent! I count two as the post in Official YouTube Blog on Monday, Feb. 27, 2017, which revealed that “people around the world are now watching a billion hours of YouTube’s incredible content every single day!” Apparently, this major milestone was passed sometime “last year.” Since YouTube’s watch times hit 100 million hours of video a day at the end of 2012, that’s a 10-fold increase in just four years. 3 Essential Tips for YouTube Marketing These are the three big YouTube numbers have been hit by Holy Hand Grenade of Antioch. So, if viewers watch your videos – and suggested videos – beyond the first view, then your videos are more likely to be ranked highly in YouTube’s search results and related videos. Finally, build longer watch-time sessions for your content by using playlists and creating a regular release schedule to encourage viewers to watch sets of your videos instead of just single videos. Optimize your videos and playlists for mobile devices: How do you do this? Plus, total viewing time on the Top 50 YouTube channels increased its desktop engagement by 380% when accounting for mobile viewing. And readers of Tubular Insights knew that before we learned that people around the world are now watching a billion hours of YouTube’s exceptionally diverse video content each and every day.
I’m a great believer in the “rule of three.” It’s a writing principle that proposes that things which come in threes are funnier, more satisfying, or more effective than two, four, or some other number of things. Now, if you doubt the primal power of this principle, then watch The Holy Hand Grenade of Antioch scene in Monty Python and the Holy Grail. So, I was struck recently when three – no more, no less – numbers that have shaped my understanding of YouTube video marketing suddenly “exploded” – blowing my assumptions about this video platform to tiny bits.
3 Big YouTube Numbers to Know
I count one as the press release from comScore, which was distributed on Thursday, Feb. 23, 2017, which announced that it had started reporting of new mobile video metrics for YouTube and its Partner Channels. My first response was, “It’s about time.” I’d stopped reporting on comScore’s monthly rankings of online video properties back in October 2013 when it became clear that they only reflected desktop data, while 40 percent of YouTube views back then were coming from mobile devices. But, the second sentence in the release hit me like a holy hand grenade. It said, “With 70 percent of YouTube viewing happening on mobile devices, this expansion of comScore measurement solutions now better captures that mobile consumption, enabling content owners that participate in the YouTube Partner Program to improve monetization for their cross-platform audiences across distribution channels.” Yes, that’s 70 percent! Hey, even YouTube’s statistics page says, “More than half of YouTube views come from mobile devices.” But, “more than half” sounds much more modest than 70 percent.
I count two as the post in Official YouTube Blog on Monday, Feb. 27, 2017, which revealed that “people around the world are now watching a billion hours of YouTube’s incredible content every single day!” Apparently, this major milestone was passed sometime “last year.” Since YouTube’s watch times hit 100 million hours of video a day at the end of 2012, that’s a 10-fold increase in just four years.
Now, ridiculously big numbers are hard to visualize. So, Cristos Goodrow, the VP of engineering at YouTube, used this analogy put this major milestone in perspective. “If you were to sit and watch a billion hours of YouTube, it would take you over 100,000 years. 100,000 years ago, our ancestors were crafting stone tools and migrating out of Africa while mammoths and mastodons roamed the Earth,” he wrote.
I count three as a study by Matt Gielen, of Little Monster Media, entitled, “Reverse Engineering the YouTube Algorithm.” Now this shouldn’t be brand new news to savvy video marketers but it is worth reiterating just how important this information is for publishers, brands, and their marketing teams. His very rough view of how the YouTube algorithm is currently weighted gave “Watch Time” 85 percent, “Relevancy” 10 percent, and “Other” 5 percent. Gielen made it clear that “Watch Time”…
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