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YouTube now provides insights for audience based on demographics

5 January 2010 1,264 views 3 Comments

It’s been a while since I really had a nose around behind-the-scenes chez YouTube. Today I discovered TestTube (YouTube’s equivalent of Google Labs) which is full of experimental features which may or may not surface one day into the official version.

One test feature which caught my eye was YouTube Insights for Audience which attempts to break down viewing habits according to demographics.

I’m sure this will have some relevance to marketers when planning a video based social media campaign – particularly as gender and age groups are taken into consideration as well as interests.

Below, are the results for a query into what UK adults who are into ‘Advertising & Marketing’ are interested in.

http://www.youtube.com/watch?v=-CAHntBc864

It’s worth noting the insights provide data on how a particular audience’s interests are distributed across all verticals. The value of X means they watch X times more/less videos than the average YouTube user.
The spikes indicate subcategories with high values that would otherwise be dominated by the mean value of the main category. So in this example, people who are into ‘Advertising & Marketing’ are more likely to view videos specifically from/about music retailers than the average ‘Tuber.

There’s a lot of detail you could really drill down into if you had the time or inclination to do so.

click here to try out your own query

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3 Comments »

  • Lucy said:

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    # 6 January 2010 at 4:37 am
  • uberVU - social comments said:

    Social comments and analytics for this post…

    This post was mentioned on Twitter by raxlakhani: YouTube now provides insights for audience based on demographics http://bit.ly/72q1WF...

    # 6 January 2010 at 5:38 am
  • raxraxrax.com » Blog Archive » links for 2010-01-06 said:

    [...] YouTube now provides insights for audience based on demographics <br /> <br /> It's been a while since I really had a nose around behind-the-s (tags: raxlakhani raxraxrax rax lakhani blog socialmedia social media marketing pr web2.0 communication twitter facebook youtube wikipedia blogs) No TweetBacks yet. (Be the first to Tweet this post)document.getElementById("post-1708-blankimage").onload(); (No Ratings Yet)  Loading … [...]

    # 7 January 2010 at 1:34 am

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