Interpret Website Video Analytics

This entry was posted on Thursday, January 27th, 2011 and is filed under Latest News.

When it comes to uploading your web video content to a sharing network, the first place that many of us will turn is YouTube – the self-styled ‘largest worldwide video-sharing community’.



YouTube is a great platform of course – most of the populous has watched video content on there. But the real beauty of it – for businesses and web video producers anyhow – lies behind the videos, in the ‘statistics section’.


If you look at a video on YouTube you will notice that there is a graphic icon located next to the view count. Click on this and an arsenal of information becomes available to you. This includes:


  • Total number of views
  • The number of viewers in each country
  • The number of viewers in each age category
  • Comments & ratings
  • When & where it has been linked to/from, and the number of views for each
  • The search terms used to find the video


If we take a topical example, let’s have a look at the infamous Andy Gray ‘Sexism’ video. The statistics show us that 158,351 people have viewed the video since its upload on January 25th. We also know that the majority of views have come from – not surprisingly – the UK, as well as North America, Australia and South Africa. The analytics also reveal that the video has had substantial views on Facebook, The Guardian’s website and on mobile devices.


What Does this Mean for Web Video Producers?


Whilst the above is a light-hearted example, there is real benefit to be sought by video content producers and business owners from tracking this information…


Demographics – Uploaders can gain a unique understanding as to exactly who is watching their videos. As a consequence, a target market can be identified, with content tailored specifically to males aged 18-30 for instance. This is also a great platform to build an overall marketing strategy from.


Audience Activity – A web video should be considered a stimulus, and one that stimulates debate and a community atmosphere. Comments and ratings are a perfect indicator of this. But of course it’s not all black and white – a video can get well commented on for all the wrong reasons.


Optimisation Insight – The referral and linking data is of particular interest to those who keep a close eye on their Internet marketing efforts. Users can find out exactly which medium has been driving viewers to their content, i.e. external embedding, and also which search terms YouTube users have tapped in to locate a particular video.


So the next time you’re uploading some web video to YouTube, Vimeo or Buto keep a close eye on the statistics contained within. You might just be surprised what you find…