Understand research insights

To explore what your audience and viewers across YouTube are searching for, you can use the Research tab in YouTube Analytics. The insights from the Research tab can help you discover Content gaps. They can also help you think of video ideas that viewers may want to watch.

View the research tab

  1. Sign in to YouTube Studio.
  2. From the left menu, click Analytics.
  3. From the top menu, click Research.
  4. To get started, enter a search term or topic in the search bar. To save a search term, click Save .

Note: The results that show are insights from U.S. viewers. We’re slowly rolling out the Research feature to more languages.

What the research tabs show

Searches across YouTube

This tab shows the top related searches for a search term over the last 28 days. Viewers across YouTube, not just your audience, make these searches.

  • Next to each search term, there’s a level that describes how popular the term is: low, medium, or high.
  • Next to some search terms, there’s a label that says Content gap. Learn more about Content gaps.
  • To get data that’s more specific, you can filter the results by Content gaps, Geography, or Language.

Note: If there are no search results, it’s because there isn’t enough data to estimate your audience’s interest.

Your viewers’ searches

This tab shows the top searches that your audience and viewers of similar channels have searched over the last 28 days.

  • Next to each search term, there’s a search volume rank that describes how popular the term is: low, medium, or high.
  • Next to some search terms, there’s a label that says Content gap. Learn more about Content gaps.
  • To get data that’s more specific, you can filter the results by Content gaps, Geography, or Language.

Note: If there are no search results, it’s because there isn’t enough data to estimate your audience’s interest.

Saved

This tab lets you view your saved search terms. To go to Google Trends, unsave a search term, or report a search term, click More .

Watch and learn about search insights

To learn more about search insights on the computer, check out the following video from the YouTube Creators channel.

Understand Search Insights: Research Tab in YouTube Analytics

Learn about Content gaps

A Content gap happens when viewers can’t find enough quality search results on YouTube for a specific search. You can use Content gaps as inspiration to create content that doesn’t exist or could be improved. 

A Content gap can happen when:

  • Viewers can't find any results for their searches.
  • Viewers can't find an exact match for their searches.
  • Viewers can't find relevant videos for their searches. For example, the content is old or low quality.
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