YouTube Introduces ‘Typical Audience Retention’ Data

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By Ray Samora Last updated Oct 22, 2021

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YouTube is changing the way it reports on audience retention to make it easier for creators to understand what’s working and what’s not.

Channels received access to audience retention insights in YouTube Studio last year.

This section of YouTube Analytics reports on “key moments” in videos that audiences responded well to.

It’s designed to help YouTube creators find out what is resonating with their viewers and what’s working in terms of their content.

Since launching the key moments for audience retention report, channels have had a chance review the data and apply the findings to their content creation strategies.

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One of the main pieces of feedback YouTube has heard is it would be useful to know what’s good and what’s bad for audience retention.

YouTube is responding to the feedback by adding a new segment of data called typical audience retention.

This data will appear across various charts in YouTube Analytics in the form of a grey band, which makes it easy to compare actual performance to typical performance.

See the screenshot below for an example.

Screenshot from YouTube.com/CreatorInsider, October 2021.

You can get an overview of your entire channel’s key moments, as well as a granular analysis of engaging moments in a singular video.

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Here’s how to find each of these sets of data.

YouTube Video Key Moments

You can find a per-video analysis of key moments by navigating to YouTube Studio, selecting one of your uploaded videos, and clicking on Analytics.

From there, scroll down to find key moments for audience retention.

These are specific moments in videos when retention is way above regular patterns. The little spikes throughout the chart indicate video chapters.

The first thing you’ll see is an analysis of the intro, which compares its current performance to the typical performance of your past 30 videos.