Full-length shows are not popular on YouTube, despite heavy promotion of the site’s new “Shows” section. In all, YouTube has 3,215 full-length TV episodes, but only averages 7,407.9 views per episode.
Comments June 16th, 2009
Interesting tidbit: videos from YouTube sponsors get 33.64% of the number of comments that a typical video with the same view count would fetch, on average. Perhaps this is intuitive on some level since ads are inherently less engaging than actual content, but it might help explain why sponsors often tap YouTube celebrities to plug their products, in addition to buying ad units on YouTube. According to our data from elsewhere, videos in the top quartile in terms of comments retain viewers an average of 9.25% longer than other videos.
1 comment June 5th, 2009
We released this research to AdAge a few months back, but now that it’s securely behind their pay-wall I wanted to share the results publicly for the first time. Taking a sample of 50 top professionally-produced, episodic Web series, including short-form shows from top TV networks and new media studios, we broke down total cross-site views for the first eight episodes of each of these shows. The results? Building an audience past episode one is extremely difficult for this genre, as 64.31% of audiences never return to watch episode two, on average. Given the fickle attention span of the typical online video viewer, perhaps this isn’t surprising.
Comments June 4th, 2009
Back in January, both houses of Congress created hubs on YouTube, referring viewers to their representatives’ respective channels. Despite heavy promotion by YouTube, including an ad unit in the “Most-Viewed” sections and several videos being featured on the homepage, most viewers yawned: views for all videos total 10,786,869, or just 19.4% of total views of Lady GaGa’s “Just Dance” music video.
The big surprise? Republicans continue to lead overall, with 6,190,217 views to the Democrats’ 4,596,652 views. Although much is written about a “tech gap” between Obama’s tech-savvy campaign and GOP efforts, that isn’t the case here–rants from Ron Paul and bailout/stimulus “outrage” videos pushed Republicans over the top. On YouTube, the libertarian wing of the Republican party appears to be tech-savvy and adept at making videos go viral when they put their mind to it (just check Ron Paul’s primary views or the Rick Santelli rant that sparked the “Tea Party” movement), which certainly helps the Republicans when properly harnessed.
Of course, since so few videos are posted, the battle for Congressional views is probably not a good barometer for the “netroots” battle, especially considering that this is the most popular video on the Democratic side:
Comments May 15th, 2009
According to a research report we previously released, “Auto”-themed videos are the most popular category of video on the Web, when measured by average views per video. With this propitious tidbit in mind, we are proud to announce our latest integration: StreetFire.net, a leading automotive-themed video site. To automatically upload your relevant videos to StreetFire, simply create an account there and check their box on any video’s upload page.
TubeMogul’s InPlay technology will also be integrated with StreetFire, unlocking rich analytics for those interested, including video delivery quality, audience dropoff, viewership by geographic region, referral sites and much more.
Comments March 20th, 2009
Last week, the White House set up a YouTube channel to host official videos, and the first few videos are racking up an impressive number of views. In terms of demographics, Obama’s early audience slants younger (37.11% is 19 or under), and 16.98% more female than YouTube in general (below).
Comments January 26th, 2009
Silicon Alley Insider already covered it last week, but I thought I would share the full demographic breakdown from our sample of 1.2 million YouTube profiles, giving us a glimpse of perhaps YouTube’s most engaged viewers.
| Gender | Percent |
| Female | 38.58% |
| Male | 56.57% |
| Unknown | 4.85% |
| Age | Percent |
| 0-14 | 7.52% |
| 15-19 | 29.59% |
| 20-24 | 28.72% |
| 25-29 | 17.63% |
| 30-34 | 5.16% |
| 35-39 | 4.17% |
| 40-44 | 2.67% |
| 45+ | 4.54% |
Comments January 16th, 2009
Recently, we released research highlighting the fact that most videos steadily lose viewers once “play” is clicked, with an average 10.39% of viewers clicking away after ten seconds and 53.56% leaving after one minute. Thanks to TubeMogul InPlay’s flexibility, we can also break out these results by country (below), revealing an interesting cross-cultural study in viewer engagement. Here are the world’s most engaged countries:
| Country | Percent of viewers watching > 20 seconds |
| Poland | 80.96% |
| Iceland | 78.97% |
| Spain | 77.73% |
| Mexico | 76.74% |
| Japan | 76.28% |
| United States | 74.78% |
| Taiwan | 74.66% |
| Portugal | 74.32% |
| Vietnam | 73.6% |
| Estonia | 73.36% |
Yay, Poland!
Sphere: Related ContentComments January 7th, 2009
