YouTube has been speeding up its effort to add new features, metrics, and tools to the platform. Recently, it launched clips, hashtag search, product tags, and a sports channel. It also added dot plots and early performance reports on the Creator dashboard. Today, Connected TV data will start to appear in YouTube Analytics.
Last December 2020, YouTube has recorded 120 million US users streaming on their TV screens. This trend has also been increasing in Disney+ and Netflix. As such, YouTube adds connected TV data on YouTube Analytics. Such impressions will be sourced out from TV and gaming consoles. As noted by YouTube, such addition is only an enhancement of simple reporting. It will not in any way affect the Creator’s metrics on revenues, views, and watch time. Last week, YouTube also added some retention metrics. Creators will now see insights from new and returning viewers.
Connected TV data will start to appear in YouTube Analytics as of 16 March 2021.
Implications for Marketers:
YouTube’s new metrics can help creators improve their content and engagement in the platform. For marketers, these can be an opportunity to advertise at a lower cost. They can maximize the reach of video ads by using such a channel on their campaigns.