Mastering YouTube Analytics: Unlocking key audience insights

YouTube Analytics is a powerful tool that provides valuable insights into your audience's behavior. By delving into these metrics, content creators can gain a deeper understanding of what works and what doesn't. In this article, we'll explore how to access these statistics and discuss key metrics to help optimize your YouTube channel's performance.


Accessing your analytics

Understanding your audience begins with accessing your YouTube Analytics. Whether you're using a computer or a mobile device, you can easily access this information:

For computer users:

  1. Sign in to YouTube Studio.
  2. Select "Analytics" from the left menu.
  3. Click on "Engagement" from the top menu.

For mobile users:

  1. Open the YouTube app.
  2. Tap your profile picture, then select "Your channel."
  3. Access a brief summary of your channel's performance by tapping "Analytics" in the middle menu.

For iPhone and iPad Users with the YouTube Studio app:

  1. Open the YouTube Studio app.
  2. Tap "Analytics" from the bottom menu.
  3. Choose "Engagement" from the top menu.


Available Metrics on YouTube

1. Top videos:

  • Highlights your video content's performance by showcasing your most popular videos in terms of views and impressions. It provides a quick snapshot of what's resonating with your audience.

2. Top playlists:

  • The Top playlists report reveals which of your playlists have accumulated the most watch time, regardless of the video source. It offers insights into the appeal of your curated content collections.

3. Top posts:

  • The Top posts report ranks your most popular posts based on likes or votes, with a more detailed breakdown available in the expanded analytics report. It's a great way to gauge audience engagement.

4. Top cards:

  • Discover which cards within your videos are capturing viewers' attention the most. The Top cards report showcases the cards that viewers click on most frequently across all your videos.

5. Top videos by end screen:

  • This metric identifies the end screens that resonate most with your audience across your entire channel. It helps optimize your end screen strategy for better viewer engagement.

6. Top end screen element types:

  • Gain insights into which end screen element types (e.g., videos, playlists) are most appealing to your viewers. This report provides valuable data for improving your end screen content.

7. Key moments for audience retention:

  • The Key moments for audience retention report pinpoints the segments of your videos that successfully retain viewers' attention. Understanding these moments can guide content improvement.

8. Likes vs. dislikes (video level):

  • This report summarizes the likes and dislikes your videos receive, allowing you to assess viewer sentiment and gauge video reception.

9. End screen element click rate (video level):

  • Discover how often viewers interact with the end screen elements within a specific video. This report becomes available after selecting a specific video for analysis.


Audience engagement metrics

Audience Retention:

  • This metric shows how long viewers stay engaged in different parts of your video. It helps you understand what works and what needs improvement.
  • You can find this data in YouTube Analytics for both individual videos and your entire channel.

Live Streams:

  • YouTube Analytics provides insights into your Live Streams, helping you assess their performance and viewer interactions.
  • Keep an eye on viewer numbers and chat messages to improve your live streaming strategy.


Understanding your audience's behavior on YouTube is key to enhancing your content strategy. By regularly analyzing metrics and making data-driven decisions, you can adapt and improve your efforts over time. Remember that not all videos will be hits, but each one provides valuable insights into your audience's preferences. Embrace trial and error as you navigate the dynamic world of YouTube content creation.

Optimize your YouTube channel today by harnessing the power of YouTube Analytics and engaging with your audience in meaningful ways. Happy content creation!