YouTube: After Redesign, Users Watch 10 Million More Hours Of Video Per Day
YouTube executives say the video-sharing site’s redesign is paying off, as some 10 million more hours of video are watched each day than before the Google-owned site’s makeover last December, the company says.
"We are much more centered on channels now," Shishir Mehrotra, vice president of product for YouTube, tells USA Today. "That's a big change for a site that had been centered on videos."
Mehrotra is talking about YouTube’s investment in marketing and funding for 100 new and existing channels in an attempt to make the video giant more like a TV network.
Now that most of these channels are live, YouTube needs two things to happen: content producers need to regularly stock their channels full of videos, and YouTube users need to subscribe to those channels, so the site can sell them more advertising. By subscribing to certain channels, users are giving YouTube more data that it can use to recommend more channels, and thus serve more ads.
So far it’s working, as YouTube users are watching 10 million more hours per day than before the redesign. As Mehrotra points out: "Our top five channels would rank in the top list of cable channels,” which means they average 4.7 to 6.8 million viewers, according to the latest ranking of basic cable audience sizes by Nielsen.
However, not everyone is convinced the redesign will ultimately pay off. Gartner analyst Allen Weiner, for one, thinks YouTube should split in two to separate premium, ad-friendly content from user-uploaded cat/dog/baby/lip-syncing videos, to help advertisers that may only want to buy the premium stuff.
Forrester analyst James McQuivey thinks the redesign is a positive step forward, but the video-sharing giant still has a ways to go before it provides a service similar to TV. "If they program it right, the way TV works, you sit in front of a show and they tell you what's next. So far, that hasn't happened,” he tells USA Today. “With the redesign, they'll probably get another five minutes of viewing a day. They'd love to have more."
Recent Video Daily Articles
-
Flingo Names Huynh to Develop Its Samba Interactive Software June 6, 12:10 p.m.
Flingo today named Jackson Huynh its chief operating officer, making him responsible for further development ... -
SnagFilms Will Add Social Network Features to Let Users Share Info on Favorite Flicks June 6, 12:08 p.m.
SnagFilms, the five year old specialty/art/indie film free movie service today will announce the beta ... -
New Audio Social Network Vobok Hires Sony TV Marketing Exec Alan Daniels June 3, 11 a.m.
Vobok, developer of a new app that allows users to share your voice in 30-second ... -
Datonics to Provide Data on SourceKnowledge RTB Platform May 31, 12:01 p.m.
SourceKnowledge, the video ad network, will partner with Datonics to use its audience data on SourceKnowledge’s ... -
April Another Big Month for Video Ad Views, Less So for Total Viewers May 22, 4:21 p.m.
ComScore’s monthly scorecard of video shows that in April 181.9 million Americans watched 38.8 million videos. ... -
TBS, TNT Will Start Live Video Streaming May 15, 10:37 a.m.
TBS and TNT will start offering live streaming of its cable channels, and offer mobile phone ... -
72% of Video Buyers Upped Spending Last Year, Adap.tv Semi-Annual Report Says April 11, 9:26 a.m.
Adap.tv this morning is releasing its semi-annual state of the industry report in New York, which ... -
Tremor's Kilgore Is New IAB Chairman Feb. 25, 9:45 a.m.
Randy Kilgore, chief revenue officer for Tremor Video on Sunday was tapped as the Interactive Advertising ... -
Innovid Touts Positive Effects of Interactive Pre-Roll Feb. 5, 2 p.m.
Advertisers that use interactive elements in their pre-roll benefit from higher engagement and completion rates, compared ... -
WaPo's New Executive Editor Says Paper Will Launch Political Video Channel Jan. 3, 4:10 p.m.
The Washington Post has announced plans to launch a video channel focused on politics this summer. ...
Be the first to comment on "YouTube: After Redesign, Users Watch 10 Million More Hours Of Video Per Day"
Leave a Comment