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of constant consumption an artist day-to-day can feel incredibly fast-paced from making new music or planning new content it's often difficult to pinpoint what's resonating with your existing fan base what's attracting new fans and what's contributing to building your artist's brand that's why YouTube's analytics for artists makes it easier to Monitor and assess how both your music and content are performing hi my name is Nicole Hunter and I'm a label relations manager here at YouTube whether you need a quick snapshot or deeper analysis YouTube's goal is to help you make better decisions for your releases and multi-format content strategy with a better understanding of the unique insights that you can't get anywhere
else before you explore analytics for artists affectionately known as YouTube analytics or yta let's navigate through all of its offerings to make sure you get the most out of it yta is built within YouTube studio and available for every official artist Channel or what we call an OAC if you don't have an OAC be sure to talk to your representative at your label or distributor to get started you can access yta at studio.youtube.com on desktop or the YouTube studio app on mobile available for IOS and Android think of the overview tab as your analytics homepage that highlights the recent performance data and important callouts that can help you better understand your Channel's performance metrics found here include your channel
Essentials like total reach and real-time analytics which allow you to see subscribers views and top performing content all of which refresh continuously throughout the day as we mentioned total reach is essential to help you and your team monitor the performance of your videos and music your total reach gives a comprehensive overview of your performance on YouTube including videos uploaded by you or your distributor collaborations featuring your music uploaded to other channels and videos uploaded by fans with your music including shorts total reach is a combination of three metrics your total views watch time and your unique viewers accumulated across your uploads and all fan uploads these updated metrics can help you
better understand the impact your music is having across not only your audience but the entirety of YouTube the overview tab also has a designated section to highlight how your latest release is performing this update card gives you estimated views for your videos and top songs from the last 48 hours or 60 minutes let's move over to the content tab where you can see what types of content are resonating best with your audience across long form videos shorts lives posts and songs the traffic filter allows you to separate metrics by format and drill down into the data that matters most to you like seeing how users discover your content these analytics are robust in providing insights on views key moments for high
audience retention average view duration and more to help you determine your multi-format content approach across lives shorts official music videos and more at the song level on mobile devices you can see aggregated song chips of your track's performance across all release content formats this includes shorts official music videos art tracks lyric videos and other user generated content or ugc from the content tab you can select song chips by clicking song at the top and then selecting one of your track titles now let's jump over to the audience tab here you can take a deeper look at your audience's demographics how your audience has changed over time optimal release or upload timing new viewers and
what videos and channels outside your own your audience is watching a key thing to remember here is that there is a difference between the subscribers metric which tracks those who actively click to subscribe on your channel and unique viewers which counts the number of individual viewers that have watched your content available within each tab advanced mode enables you to dive deeper into performance data and review additional key metrics access advanced mode click see more on any report and toggle between different content types to hone in on each format's performance you can compare content performance metrics with groups under the advanced mode as well groups are customizable collections of your
videos channels or assets that allow you to arrange similar content together to see all the aggregated data in one place and that can help you monitor performance of a group of related content altogether to see in-depth shorts data select shorts in the content type filter there you can see what your top songs are on shorts which songs are used in fan shorts and how fans discovered your shorts and top performing fan shorts uploads including your music to see how your live stream or Premiere performed select a video for the live or Premiere in the advanced mode video report and then select the live on demand filter this filter Narrows views down to those that came at the time of the live or Premiere and not the ones that came after
lastly you can also see what videos led to subscriber growth when in the advanced mode click on the video tab click the plus sign icon near the data to add the subscribers gained option to see how your music is performing on the YouTube music app select the YouTube product filter then select YouTube music use this to get an even better understanding of how fans are listening to your music please note that YouTube music app data is available from March 2021 onward All In All YouTube analytics for artists is here to help you win using data from analytics you can connect deeper with your current fans and bring in new fans of your music and content YouTube strives to be the very best place for every music fan
remember you can always find the latest updates and best practices on the YouTube for artists site at artist.youtube.com thanks for watching foreign
