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How would you measure the success of YouTube?
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in Metrics by (51 points) | 1.6k views

4 Answers

+4 votes

Youtube comes in two flavors, the ad-supported version and the premium version at ~$12/month subscription cost. It is also a 2 sided marketplace. Hence it's success not only depends on the number of people watching the content, but also on those uploading content. I will try to breakdown the metrics for success into the Activation, Acquisition, Retention, and Monetization for both viewers and uploaders, as well as for the ad-supported and premium versions.

Uploaders

Acquisition# of new customers uploading content
Retention# of Videos uploaded per consumer. Daily, Weekly, and Monthly active usage numbers for content uploads. Views per video. Channels created per uploader. Subscribers per channel
MonetizationAdvertisement revenue per video

 

Viewers - Ad supported

Acquisition# of new customers logging in; Daily Traffic
Activation# of logged in users accessing service; 
RetentionAverage time spent on site; Daily, Weekly, Monthly # of Videos watched; Time spent on site
MonetizationAdvertisement revenue per customer; Eyeballs per advertisement; Click through rate; LTV

 

Viewers - Premium

Acquisiton# of customers signing up for trial
Activation# of customers renewing subscription
RetentionDAU, WAU, and MAU; Subscription renewal  after 2nd month of service; Churn rate
MonetizationMonthly revenue generated from subscribers

 

Feedback is highly appreciated.

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Hey

I think it’s grate the way you splitter the answer for different type of users. However for the viewers it seems you neglected users who did not sign in, where do you handle in you metrics these users ?
0 votes

YouTube is the defacto destination for people to find and watch videos of different kinds, mostly user generated content as well as paid content. Lately, YouTube has added the ability to watch cable and broadca…See more

by (75 points)
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Product description A platform for users to consume and share video content - mainly entertainment & educational contentUser typesVideo content consumers Uploader users - users/brands/singers/sch…See more

by (13 points)
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Persona

  • Creator

  • Consumer

  • Business

Goals

  • Creator

    • To easily upload content

    • To reach to maximum number of people for each content

    • To improve content by interacting with people who see content

    • To get more views of content

    • To get more whole video views on content

  • Consumer

    • To watch relevant and popular videos

    • To easily search videos

    • To see more similar videos

  • Business

    • Show more ads

      • Add new people

      • Get People spending more time on youtube per day

      • Keep people coming back to youtube

Success metrics

 

  • Creator

    • Videos created more than x mins/active creator/week(x can be median length of videos before users exit or videos end)

    • Active creators per week.

    • Retention on active creators per week

    • views/content/user/week

    • messages/video

  • Consumer

    • New users joined/week

    • Video views/day

    • Time spent/day

    • devices/user/week

    • subscribes/user/week

    • Videos watched per session

    • % Videos starting from recommendation

    • likes/video/user

    • subscribe/video/user

    • Videos watched in the first week of joining

  • Business

    • Ads seen per user/week

    • Ad views/Ad

  • Negative metrics

    • Churned users/week

    • Exits from middle of video/user/week

    • Unsubscribes from channels/user/week

  • Premium members

    • % of Premium members 

    • # of premium members

    • wow/mom activation of service

    • Daily time spent for premium members

    • % Renewal of premium service

    • Avg Revenue generated per premium member

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