YouTube Launches Improved Viewer Retention Insights to Help Guide Your Content Approach

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A new article on Social Media Today reports that YouTube is adding more new metrics to help improve the performance of your channel, with specific insight into the elements of each video that are maximizing audience engagement, via improved retention stats.

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Back in 2020, YouTube added new audience retention insights for video clips, which provides info on where viewers are engaging, and dropping off in the playback in order to help improve your content approach. Now, the platform is looking to improve on this by providing more comparative insight and more specific measures for segments in clips.

YouTube is adding a new ‘typical’ retention comparison line in the chart, which will highlight your channel’s regular retention performance, giving you an immediate benchmark for each clip. A new gray line will show where you’re usually seeing viewer drop-offs in videos of comparative length, giving you a better understanding of the relative performance for each of your uploads. YouTube’s also, eventually, looking to expand this beyond your own clips, with the ‘Typical’ line incorporating video performance on other, similar channels as well, but that element is still in the works.

YouTube is also looking to provide comparison charts for different elements, with options to display your performance listings by ‘Intro,’ ‘Top Moments,’ ‘Spikes’ and ‘Dips.’ With the new retention insights data, you’ll be able to see which of your videos are performing above or below your regular performance measures in each of these categories, which will help you further hone in on the key aspects that appeal to viewers in your clips.

In addition to this, YouTube’s also adding support for Chapters in the chart, which will show you which specific elements are driving better response and retention in your clips.

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