Chart of the Week: Who’s Watching Ads on YouTube?
As Facebook steps up its efforts to compete with YouTube on original content curation, one big question still looms: can publishers still monetize video through ads? Facebook, YouTube, Snapchat, and other video rivals are each embracing different approaches to their target audiences. For this week’s chart, we took a look at the ad viewership numbers specifically for YouTube (among U.S. adults, ages 18 and above).
Content categories matter for ad viewership on YouTube
Verto Analytics analyzed the amount of time that YouTube viewers spent watching ads compared to the amount of time they spent watching actual video content. Then we drilled down even further, taking a look at ad viewership ratios across some of YouTube’s most popular content categories.
When it comes to ad viewership numbers, it turns out that video content categories matter: viewers who watched Entertainment (which includes original YouTube shows as well as clips from well-known network television shows, such as the Conan O’Brien Show) How-to & Style (such as beauty tutorial videos), and Music video content watched the highest proportion of ads to total video watch time. Viewers for all three of these categories watched more than 1% of ad time compared to their total video watching time. On the opposite end of the spectrum, viewers who watched trailers or pets and animals videos watched nearly zero ads compared to their total video viewing time – perhaps due to shorter overall video watching time (what’s the average length of a cat video, anyway?)