YouTube has launched new multi-format analytical features to provide an improved understanding of the performance of your channel as well as other content across YouTube including Videos, Songs (from Shorts), Shorts, Live, Posts and Podcasts.
It was revealed that fan-created Shorts are helping improve the average artist’s unique viewers by more than 80% and that artists posting weekly Shorts experienced more than 50% of their new channel subscribers coming from their Shorts videos on average. As the impact of Shorts continues to grow, YouTube has evolved analytics so that the Unique Viewers, Views and Watch Time metrics now include Shorts using your music.
Read more about the new features below and then check out our YouTube Shorts Best Practices article HERE.
YouTube is replacing the “Reach” and “Engagement” tabs with a new one called “Content” which breaks down data by formats (such as Videos, Songs, Shorts, Live, Posts and Podcasts). This change was made in order to accommodate new formats, such as Shorts - allowing artists to separate metrics by format and be able to take a deeper look into the data that matters to them.
In the new “Content” tab, you can now select “Songs” as a format and see the aggregated performance for an individual song across multiple formats and content types, including Shorts, Official Music Videos, Art Tracks, Lyric Videos, and other user-generated content (UGC) videos in which all or most of the respective song is used, and the description mentions the artist’s name, album title or song title.
In addition, the “Content” tab will include uploaded Shorts in which the artist’s performance of the song is a primary component of the video. It is important to remember that this is currently only available on mobile.