social media how toAre you wondering how to analyze the reach of your YouTube videos?

YouTube’s video statistics and analytics tools help you measure results of your videos.

Why measure your YouTube marketing efforts using these tools?

These tools give you the analytical know-how to help create improved branded content to more effectively get your videos:

  • Discovered in organic search in both Google and YouTube results
  • Watched by the largest and most relevant audience possible
  • Shared across social networks, email and embedded on other websites

To improve results with your future content, dive into your YouTube Insights in the following ways.

video statistics

The public statistics found below any YouTube video.

#1: Follow the Number of Views Over Time

The most important metric to determine the success of your videos is how many views the video has over time, obviously because the point of your videos is for people to watch them.

YouTube Insights presents this metric at the bottom right of every video to give users and the uploader of the video a sense of its popularity.

video views

At the bottom right of any video is the amount of views that video has. Click the bar graph icon to view more statistics.

Use this metric to determine what type of content resonates best with your audience.

See what your average number of views is per video to get a clear understanding of what video content does well to help guide your content creation in the future.

Video views are the foundation of analyzing your YouTube strategy. Keep this in mind as the main determinant of each individual video’s success.

#2: Check Ratings to See What Resonates with Your Audience

view video statistics

Below any YouTube video you can see both the amount of views it has, as well as the likes, dislikes and one website where the video was embedded.

Your video ratings are another metric that illustrates direct viewer feedback. If you look at the bottom right-hand corner of any of your videos, where the video views are displayed, you’ll see the number of likes or dislikes the video has amassed over time.

For a more in-depth view of these ratings, you simply need to click on the bar graph you see there.

video ratings

This dashboard allows you to see the total views of a video, the increase of ratings, comments and favorites overtime.

Here you can compare likes, dislikes, comments and favorites of this video from its publication up until the present day.

Together with the total number of views of your video, you can use this information to determine what video content your audience likes and what content they don’t like.

This level of feedback is often a greater indication of engagement than just the views of your videos, because the ratings require more action from your YouTube audience than simply watching your content. Use these free insights from YouTube as a way of mapping out what type of content to continue to produce in the future.

This feedback in the form of likes and dislikes greatly helps your search rankings, as YouTube takes these factors into account when deciding where to rank your videos in the search results. Glenn Gabe explores the other factors that make up YouTube’s search algorithm more extensively.

#3: Research Significant Discovery Events

A clear understanding of how traffic was driven to your YouTube videos is essential for you to learn how to drive relevant viewers to your new videos in the future. Access this info by clicking on the same bar graph icon at the bottom right of most YouTube videos.

This shows you the significant discovery events; in other words, the noteworthy referral sources of viewers to a video.


Learning where traffic to your videos is coming from is a vital way to prepare for the release of future videos. This report lists your significant sources of traffic.

Listed in chronological order are the most significant sources of traffic to your YouTube video. This includes referrals from other websites, social networks, views on mobile and the websites where the video was embedded.

This listing excludes other sources of traffic that didn’t draw as many views as the top referrals, allowing you to analyze the statistically significant sources of views.

This data gives you actionable insights into which marketing channels drive traffic to your videos over others and allows you to focus your efforts. If one source of traffic draws more than another, then adjust your video promotion strategy accordingly.

It’s also highly beneficial to take note of which websites embed your videos naturally. Embedding a video is the process of copying and pasting a YouTube video to be viewed on a website without having to view it in YouTube.

Take note of the websites that embed your YouTube videos and reach out to them. Alert them when you launch a new video on your YouTube channel so they can share your new video as well.

#4: Analyze Your Audience Demographics

To delve into your video statistics even further, click on the view more statistics button to get more extensive analytics about your video. Getting a deeper grasp of your audience demographics will help with future content creation in terms of making it as relevant as possible for the age, gender and geographical location of your viewership.

view more statistics

Directly below the video view counter is the view more statistics button, click this to get deeper insights into the traffic driven to your video

audience demographic

Look into each of your videos audience to really understand who's watching and eventually draw some conclusions as to why they're watching.

Compare the viewer demographics of your videos for deeper insights into the growth of your audience over time and ideas on how to segment your audience based on the content of your video.

A video created with the intent of reaching a specific demographic should be monitored to ensure it’s reaching the right demographics and therefore, relevant viewers. This data can help you make informed decisions for future content creation and marketing strategies.

#5: Monitor Viewer Drop-Off

It’s important to understand engagement on a deeper level and audience retention is a vital tie-in. Audience retention is how long your viewers watched your YouTube video. This can vary due to many factors including the video’s length, content, quality and more.

audience retention

As you play through your video, see in real time when visitors stop watching.

Examine audience retention metrics to understand where your viewers stopped watching your video. This aspect of YouTube insights is very beneficial because it allows you to watch your video while viewing where viewers stopped watching all at the same time.

This troubleshooting tool will help you discover weaknesses in your video content and help you prevent the same issues in the future.

For instance, if all of your viewers appear to stop watching your video halfway through, try to understand why. Was the video too long for the subject? Was the content irrelevant to viewers? Is the video itself poorly made or just plain boring?

Ask these questions if there are any surprising places where viewers simply stop watching your content. If you’re in need of direction, look to Wistia for four ways to keep viewers engaged in an online video.

#6: Track Traffic Sources

Fairly similar to the significant discovery events section of YouTube Insights, the Traffic Sources section gives your brand an in-depth look at each traffic source based on groupings by channel.

Segment by referrals from just YouTube, outside of YouTube, via mobile apps and from direct traffic.

youtube traffic sources

Segment your traffic sources by the channels that are most relevant to your viewership.

Segmentation allows your brand to fully analyze a traffic source of interest for promotion of other video content in the future. You can break down each segment on a granular level. For instance, viewing video referrals from YouTube allows you to see the title of each video that drove traffic to the video you’re currently analyzing.

These insights will help you determine whether traffic from YouTube search or YouTube suggested videos is more important to your video promotion strategy.

youtube referrals segmentation

Analyzing referrals from YouTube is a key way of understanding how to drive similar traffic in the future.

#7: Take Note of Sharing Statistics

Having one of your YouTube videos go viral is a dream come true, bringing digital fame to the video’s content and your brand. One of the main ways a video goes viral is through sharing on social media channels. So be sure to use the sharing report in your video analytics to identify which of your videos is shared the most.

sharing report

The sharing report under engagement reports tells you who shared your video through email, Facebook, Twitter and Google+ using the Share button found below every YouTube video.

From this data you can try to figure out why certain videos are more popular on social media channels than others and take this into account for future videos.

youtube annotations

Using annotations throughout your videos is one way to encourage sharing across other social networks.

If you want to encourage sharing of your YouTube videos, add social media calls to action in your videos. Check out the calls to action regularly included by Expert Village in their videos.

Use YouTube annotations to drive viewers to perform a particular action, such as sharing on Facebook or Twitter.

#8: Encourage Subscriber Engagement

Lastly, monitor the growth of your subscriber base to understand the overall reach of your YouTube content and the continued interest your viewers have in future videos. Use the subscriber report to get a better sense of the subscribers you lost or gained on a video-by-video basis.

Again, utilizing calls to action in the form of annotations can go a long way towards gaining subscribers. Use this report to test the use of annotations to see if your channel’s subscriber rate rose or fell as a result.

subscribers statistics

Subscribers are important to the reach of your YouTube channel, look to this report to measure your subscriber growth per video.

The more subscribers, the more people who have the potential to see your channel’s video content on their subscriptions stream on the YouTube homepage. Monitor this report on a video-by-video basis to identify any trends in the rise or fall of subscribers.

How are you using YouTube Insights to measure your video strategy? How important is measurement to your overall digital presence? What have you found that works for creating and promoting your YouTube content? Share your feedback in the comments section below!

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  • Hi Brian,

    Really interesting article and a fantastic checklist for a solid YouTube strategy. I would also suggest adding a social app such as for additional viral lift. Using an app to supplement your strategy here can easily track engagement beyond the initial views/shares and build up your marketing database from a Social CRM point of view. 

    Jason – Marketo

  • Thank you very much for sharing this…I think a lot of people, more specifically YouTube users, do not understand the actual stats. Thank you for sharing this!

  • Navigator Multimedia

    I appreciate this outline. This is all available on, but sometimes a tutorial can really help clients take control of their statistics and gauge what content changes are necessary to appeal to their target audience. 
    The data is not always perfect, but it sure does help. I’m thinking specifically about how it can be difficult to gauge what resonates with certain audiences, when that audience demographic may not be completely comfortable with the YouTube platform, or familiar with using the ratings system or comment section. A more in-depth user research methodology (audience testing, surveys) could be worthwhile here. 
    Thanks for the article!
    Sarah Bauer
    Navigator Multimedia

  • Hey, thank you for reading! You’re right that a lot of people don’t understand the full potential of YouTube as a marketing channel. Just by tapping into what YouTube offers you for free, you can get your video content in front of a lot of relevant viewers. Let me know if you need any more info about YouTube!

  • Nick Messenger

    Hi Brian,

    I have made a few YouTube videos & have only used the number of views statistic – unfortunately, in my case, not very high!

    I certainly didn`t realise that there were these additional stats to use. But would I be right in thinking that the other stats are only of use once you have got the number of views up to a decent figure?

    Thank you for your article.


  • Ginny

    Hi Brian

    Thanks for this it’s really helpful.  However when I click on the stats icon for one of my own videos I can’t see a ‘view more statistics’ button which would take me into the deeper analytics.  Is this only available to some channels do you think?  And is this where I’d find the data in #5,6 and 7 of your post?  Many thanks.Ginny

  • Thank you for this incalculably useful post. YouTube has
    turned out to be one of the most popular social media platforms for sharing and
    watching videos. This post of yours will surely guide and help to track the
    YouTube videos performance. All the 8 tips are exceedingly beneficial for one
    and all.


  • Julie Larson

    Thank you for posting! I was never sure if the YouTube video views from being embedded on my blog counted toward the total views. I’ll have to go check it out now. 

  • Happy to help Julia! Check it out and let me know if you have any other questions about the embedding process.

  • Thanks for reading Suneeta, please let me know if you have any specific questions that arise.

  • Hi Ginny, thanks for the feedback! Are you logged into your channel when you’re looking at your videos for the more statistics button? You can only see these deep analytics when you’re logged into your channel and looking at your own videos. This is where #5, 6 & 7 are located! Please let me know if this works.

  • Hi Nick, sorry to hear your videos aren’t picking up the viewership that you would like. What kind of videos are you uploading content wise? What’s your YouTube channel? This might be a factor affecting there low viewership.

    The additional statistics are quite helpful but you’re right in assuming that the more views to your videos, the more data you have to work with and base decisions off of. However, this doesn’t right of the value of your existing data. By looking at the traffic sources of views to your video, no matter the number, can truly help you understand how to drive further traffic to your videos. 

    Let me know if you have any other questions and thanks for taking the time to read the article, more to come!

  • Ginny

    Thanks Brian sorted!


  • Thanks Jason, you’re right that there are many platforms that can help elevate your a user’s experience on a marketing channel like YouTube. I’ve never used the app you’re mentioning but I’ll be sure to check it out in the meantime. Have a great weekend!

  • Thanks for sharing very handy tips and I like the idea of discovery events and ratings, earlier I didn’t giving attention to these points while doing youtube promotions but after reading this article I get to know how important to do these things.

    Thanks for sharing very informative article 😉

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  • Happy to share new insights on a platform you’ve already worked with, thanks for reading! Stay tuned for more. 

  • I have to say that this was one of the most useful posts about YouTube stats that I’ve read.  I never understood the stats that you have taken time to clearly explain here.  I’m going to check out CrowdFactory that was recommended by one of the commentators.  Thanks for helping me understand the stats.  Now it’s time for me to review and improve!

  • Hi Sarah, I certainly agree that YouTube stats aren’t always perfect but the data is still a helpful way of bench-marking your progress on the platform. Gauging what’s best for your audience can be a blind guess unless you have some data to go off of, which is where YouTube insights come in. I think a user research study would be quite helpful as well. Thanks for reading and enjoy the rest of the weekend!

  • Happy to help JC, thanks for reading. Let me know if you’ve got any follow-up questions about YouTube insights.

  • But would I be right in thinking that the other stats are only of use
    once you have got the number of views up to a decent figure? My ńeighboŕ’s mŏther-iń-ląw Maḱes $8O houŕly on the laptoṗ. She has bėėn out of w0rḱ for 7 Ṁonths but ląst Ṁonth her ińcome wąs $8734 just worḱińg on thė laṖt0Ṗ for a ƒew hours. Gŏ to this web siṫe and ŕead morė.. CashLazy&#x2Ecom

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  • Hi =)

    Really good information here.
    Mentioned in part but I would say it also important to see from your analytics at which points in your video their is a dip, when your viewer loses interest. You might consider putting a callout or something to re-engage them at this low point.
    Overall of course it is really important to analyse the performance of your Youtube videos if you are serious about using video marketing.

    Abdul =)

  • Paul_Wolfe


    YouTube’s analytics are good and people should definitely explore them.  (In fact  #3 has given me an idea for a cool tactic and a post that I’l write soon in my Content Marketing with Video series).

    Here’s where I diverge from the article though….the metrics that I’m really interested in aren’t supplied by YouTube.  They’re supplied by Google Analytics and Aweber.  And those metrics are: how much traffic came to my website from YouTube. And how many people subscribed to my email list.

    I think people get obsessed with getting views on YouTube and so on.  Personally I’m not remotely bothered about viewer engagement, subscribers to my channel or the like.  Every video I make is made purely as a vehicle to deliver a call to action to get people to come to my website. 

    Be interested in your thoughts on getting people OFF YouTube?


  • Hello Paul, thanks for the input. I certainly agree that driving traffic to your website and subscribers to your email list is important way of measuring your videos success. I think analyzing your analytics on each YouTube video is still very important and should be taken into consideration when looking at the overall goals and metrics of your YouTube/video strategy. I think focusing on any one metric such as just looking at video views or just looking at web referrals is a limited way of developing your strategy. 

    In terms of getting people off YouTube, there are multiple ways to do this. I do want to say that most YouTube viewers are on YouTube for the videos and creating your content around this experience is where you’ll see the most success. For driving traffic off your YouTube videos, try using annotations through your videos directing traffic elsewhere, add links to your website on your YouTube channel and in the beginning of the description of the video and lastly, include a title and credits slide at the beginning and end of your video sharing the correct URL for your viewers to visit.

    I hope that helps Paul! Let me know if you need any further direction. 🙂

  • Abdul, I completely agree. This is the joy of YouTube insights because you can see how your audience has been interacting with your content after you’ve posted it and react accordingly. Call to actions in your annotations are a wonderful way to drive continued viewing of your videos if there’s a particular point where viewers drop off. 
    Thanks for reading, more to come!

  • Paul_Wolfe

    Hi Brian

    Thanks for the answer.

    I already do most of those things…I was hoping you’d have some new, supercool ninja stuff that I’ve not heard of! 


  • You’re welcome. Have you tried using playlists to organize your videos and drive greater exposure to your content in YouTube and Google search results?

  • Paul_Wolfe

     Hi Brian

    Yep – I use playlists.  And a lot of my videos get put into playlists by other people, which of course always helps.  But I’m always reading and looking to refine/tweak my strategy.


  • Ian Hutchinson

    Great article Brian. 

    I see a large percentage of corporate videos without descriptions. Can you elaborate on how to increase visibility on YouTube via tags, descriptions, paid advertising, routine content, playlists etc. Maybe this is worthy of another post! 
    Finally, when discussing video strategies with clients, I breakdown goals into three categories: awareness, action and education. As the bulk of content on YouTube is entertainment, do you see YouTube as being more focused on ‘fun and awareness’?

  • Hey Ian, excellent questions! I’ve written multiple articles on this topic that I think cover your questions extensively. Try this article on KISSmetrics: and this article on Social Media Today: In terms of your last question, I think YouTube is a healthy combo of both fun and awareness. Some viral videos are awesome and hilarious to watch but mean nothing for business purposes. People don’t go to YouTube to watch a commercial, they go to be entertained in someway. So, it’s all about pulling in the same ideas that the viral video was playing off of by entertaining a person in way that benefits them for spending their time on your video and benefits you with more impressions for your business. 

    Does this make sense? Thanks for the good feedback and the tweet!

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  • what a wisely written post, all the information & tips are very motivating. keep up the great work, will certainly check this blog from now on.

  • Thanks for the incite Brian, using annotations to lure people away from YouTube & onto your website is a great strategy. Often people don’t maximize the capabilities of YouTube in terms of enhancing videos for a marketing perspective.

  • Thanks, more articles to come!

  • Thanks, you’re right! Most channels on YouTube don’t take full advantage of all its marketing features. Think of it this way, it’s more opportunity for your videos to be seen over their poorly marketed content! Thanks for reading.

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  • Oscar Wright

    Hi Brian, could you please give me so pointers on how to improve my videos…here is my latest…the people speaking in Italian are saying how tango argentino changd or improved their lives…we teach tango through ZEN concepts…

  • Hi, how are you? I think one thing you could do is highlight different dance moves using Viddy, which is perfect content for a quick 15 second video clip. You could also do quick videos of tips on particular zen or tango concepts to offer value to your audience as well. Giving value from the beginning is one way to begin growing your audience on Viddy, YouTube and elsewhere. Helpful? Let me know! 🙂

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  • I have a “late to the post” question… have you seen anything that can track YouTube analytics for videos not on your channel? For example, as a PR firm, you might promote client videos that aren’t hosted on your own (or the client’s) channel. Manually going into YouTube to pull views and stats is very time consuming.

  • Hi Brad, no problem on a late question! 🙂 To be honest, I don’t know of any tool at this point in time that lets you analyze data pulled from videos outside of your YouTube channels or other web properties. Like you said, you can manually collect views and statistics by visting each video individually but this can get extremely time consuming. I’ll be on the look out for such a tool but for the meantime I’d suggest you keep looking. If you find a tool like this before I do, let me know! 😀

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  • LynetteL

    Hi Brian, I have a concern about the Views stat that is reported by YouTube. I have an unlisted video which I’m sending traffic to via an embedded player on a landing page. The Views reported by YouTube is extremely low (lower than the # of times my colleagues have viewed the video for testing purposes). Do you know if Views includes views from the embed player? Is there a tool or methodology you can recommend to validate that YouTube is indeed reporting Views correctly? Thanks.

  • Hi Lynette, the views of the video in the embedded player do count towards the total views on your video. I don’t know of any tools out there for checking if views are being reported correctly, however I have seen in many cases that’s their a lag in recording the views on a video at times with YouTube. Also, unless there’s a strong reason to keep your video unlisted, making the video public will go far in helping up the amount of views on it as well. I hope this helps! 

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  • Ray Sizer

    Hi Brian,

    Can you tell me if a video embedded on a website and viewed on a mobile device where the stat will go on youtube. Will it be recorded in Discovery as a embedded player on other website or Mobile device stat ??


  • Thomas

    I’m very frustrated and wonder if someone can help me. Seems like an easy task, but can’t find the solution anywhere on the web so far. This article came the closest.

    I have several videos on youtube and I’m sending them out via email to several people at a time (the same video). I would like to track them individually without having to upload several copies of the video so that I can see how saw the training video and who didn’t yet.

    I thought a tracking id would solve it like the ones used on AdWords, but I can’t seem to get it to work. Does YouTube allow such tracking at all? All I found was the traffic source that says direct traffic may include emails, pasting in browsers, etc…

    For example, is it possible to have:




    Please someone help me!!!!!


    Thanks kindly in advance for your help.


    P.S. And no, the video is NOT embedded on a webpage. If it was, I could probably use Analytics to track…

  • Hi Thomas, thanks for the insightful question! I think you are trying to understand which YouTube videos drive traffic to your website? Correct? There’s two ways to track this traffic. One, if you go to the traffic sources report, then to the referrals report and click on YouTube as a source from your list of referral paths you’ll be able to see which specific videos from the world of YouTube. If you click on any of the following, they will show you which video drove that traffic, since each video has its own unique identifier: /embed/PIK5tCtF-O0 Two, I would try adding a link to your website in the very front of each video’s description. You can tag these links as well to ensure that the traffic is recorded when someone clicks on the link. To do this, copy the link to your website and visit From there paste your website into step 1, fill out campaign source as youtube, fill out step campaign medium as social and fill out campaign name with something simple that uniquely identifies each video for later reference in Google Analytics. Let me know if you need any more help!

  • Thomas

    Hi Brian,

    Thank you for the reply. Unfortunately, most of what you said is Greek to me.

    Just to clarify, I am sending out one video to several people and would like to track which of them have clicked on the link to see the video; the scenario is sending out a training video to sales staff and keeping track of who has seen the video and who hasn’t.

    Is there no other way (simpler way)? For the time being, I am keeping track using Google URL shortener, but it’s rather a hassle and I can see it being limiting beyond a certain point of growth.


  • Hi Thomas,

    Sorry to hear that. There’s no way that I know of to see who has or hasn’t seen your video. You are only able to see the total traffic to the video or what traffic your video drives to your website. I hope that helps.

  • Thomas

    Hi Brian,

    Thanks for the response again. I figured as much. As much as it pains me and seems redundant, I will resort to using different URL shorteners (lower click through rate, I find) or upload multiples copies of the same video for each person. Better to be able to keep track somehow.

    Thanks again.

  • JeffG81

    I’m trying to find out how many subscribers my youtube channel had as of a certain date. Can anyone tell me how that’s done? I cannot seem to find that within YT’s analytics.


  • Hello Jeff, thanks for the question! To see what subscribers your channel had at a certain date range go to while signed into your YouTube channel and click on Analytics on the left hand navigation. From there you can find the subscribers report under Engagement reports in the left hand menu. Once in the subscribers report you can alter the date range however you’d like from the top right hand corner of the screen near where it says Download Report. Let me know if you have any other questions, good luck.



  • Gbemi

    Hi Brian, is it possible to find out where people go after they view your video? Much like Next Page views on web pages. Thanks! /Gbemi Great article by the way!

  • Hi Gbemi, it isn’t possible to see where a visitor went after viewing your content on YouTube using their analytics platform. However, if you have Google Analytics or another web analytics platform setup on your website; it’s possible to see if YouTube sent any referral traffic done to what video exactly. i hope that helps!

  • Satpal Singh

    Hi Brian,

    Thanks for the great article. I am stuck in a complex situation (it seems to me..!!). I want to track the traffic to my website through my YouTube videos. Using Clicky analytics tool, I found that referral was YouTube video & many other sources. But, for some of the traffic, no referrer was mentioned, which happens in case of direct landing to webpage. My assumption was that some viewers may have copy-pasted the website URL from video & landed to my site. So, I thought of comparing the date & time of views that is reported under Clicky analytics & YouTube analytics. But the problem is YouTube analytics provide only date and not ‘time’ of views, Is there any method with which I can track the time of each view on video?

    Thanks in advance for help..:)

  • Hi Satpal,

    Thanks for the comment. To my knowledge, there isn’t a way of knowing the exact time a video was viewed by a person — just the date. Sorry I can’t be more helpful.


  • Satpal Singh

    Hey Brian, thanks for the response. May be I need to find some other alternative for tracking…!!!:)

  • Clarence Mortis Brown

    This article is much too old to be of any use! i don’t think those options are there anymore!

  • LisaDJenkins

    Hi Clarence,
    You’re right, this article is from 2012. These articles (both from this month) offer up to date tips to help you – and

  • Saiga Tatsumi
  • Awesome! Thanks Lisa!