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The relative importance of click-through rates (CTR) versus watch time for YouTube views
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The relative importance of click-through rates (CTR) versus watch time for YouTube views
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Journal Article
The relative importance of click-through rates (CTR) versus watch time for YouTube views
2023
Overview
PurposeThis study aims to analyze whether average video watch time or click-through rates (CTR) on YouTube videos are more closely associated with high numbers of views per subscriber using linear regressions.Design/methodology/approachIn 2018, YouTube began releasing CTR data to its video creators. Since 2012, YouTube has emphasized how it favors watch time over clicks in its recommendations to viewers. To the best of the author’s knowledge, this is the first academic study looking at that CTR data to test what matters more for views on YouTube. Is watch time or CTR more important to getting views on YouTube?FindingsThe author analyzed new video releases on YouTube. This paper finds almost no or limited evidence that higher percent audience retention or total average watch time per view, respectively, are associated with more views on YouTube. Instead, videos with higher CTR got significantly more views.Originality/valueThe author knows no other study that tests the relative importance of CTR or watch time per view in predicting views for new videos on YouTube.
Publisher
Emerald Group Publishing Limited
Subject
