So what can the tool be used for? For one, media and advertising agencies can use the new tool to discover the type(s) of videos users search for based on their country, age, gender and interests.
Prior to the launching of this new tool, YouTube provided insights (beginning in March 26, 2008) only to people with YouTube accounts and the videos they upload to YouTube.
YouTube addresses the new tool specifically to advertisers and marketers saying:
“Almost 400 million people watch over a billion videos on YouTube everyday. This gives us a great insight into the viewing habits of the world. With Insights for Audience, we’d like to share some of this information with you.”
“Using Insights for Audience can help you better understand how your customers interact with YouTube, and might even lead to new discoveries about the overall mindset of your audience.”
So what can the tool be used for?
For one, media and advertising agencies can use the new tool to discover the type(s) of videos users search for based on their country, age, gender and interests. Additionally, the analytics will help agencies to develop better (YouTube) campaign videos that take the interest and viewing behavior of the target group into account.
Using Insights for Audience
If you want to gather information about the behavior of users of a particular gender, click on the tick box corresponding to the Gender you’re interested in.
If you don’t specify any gender, Insights for Audience will show you the viewership share of each gender based on the other details of your query.
Under Age Range, adjust the sliders to the age bracket you’re interested in. By default, the age range is set to 13 to 65+ years old.
Select the territory/country you’re interested in (you are allowed to select multiple countries/territories).
Next, select the interest category that you want the tool to analyze. You’re allowed to choose several. Categories and sub-categories with a right-pointing black triangle indicate that they can be drilled down to smaller sub-categories.
Simply click on them to expand the list.
To select an interest, click on the Add link that corresponds to the interest you want to select.
Selected interests will appear in the Selected interests box.
To remove an interest from the Selected interests list, click on the Remove link that corresponds to the interest you want to remove.
Click on the Apply button at the bottom of the page when you’re done.
On the results page, you will see a summary of your query on the upper right corner of the page.
Under Their age ranges you will see the percentage of users that fall under the age range that you have specified. The tool has 7 preset age ranges: 13 to 17, 18 to 24, 25 to 34, 35 to 44, 45 to 54, 55 to 64, and 65 and up.
To see a numerical representation of the graph, simply move your mouse pointer over it.
Under genders, if you didn’t select any in your query, you will the graph showing the division of viewership share based on the users’ gender.
To see a numerical representation of the gender graph, simply move your mouse pointer over it.
Under Countries they’re from, country/countries in red indicate that more audience are from there compared to the others.
The graph under Interests shows the other interests that your sample demographics are interested in. The higher the bar, the higher the level of interest.
As you may notice in the screenshot of the Interest graph above, you see some thin bars (in a lighter color) extending beyond the thicker bar in some interest categories. Those are the sub-categories that are contained in those categories.
To see those sub-category graphs in more detail, simply click on the interest category/bar that you want to look into. Let’s take Industries, for example:
Clicking on that bar will display a new graph showing only the sub categories under the Industries category. Note that dark blue colored bars are clickable and can be drilled down to smaller sub-categories.
To display the main graph again, click on the all verticals link above the graph.