Understand your YouTube content performance

The Content tab in YouTube Analytics gives you an overview of how your audience finds your content, what your audience is watching, and how they interact with your content. The Content tab is only available at the channel level. Learn more about how engagement metrics are counted.

Check out the following video from the YouTube Creators channel to learn more about your content reach and engagement.

Subscribe to the YouTube Creators channel for the latest news, updates, and tips.
Get content tab tips for creators.

Learn the basics

View your reach and engagement reports

  1. Sign in to YouTube Studio.
  2. In the left Menu, select Analytics.
  3. From the top menu, select Content.

Note: You can click SEE MORE or ADVANCED MODE to view an expanded analytics report to get specific data, compare performance, and export data.

All

New viewers

This reports viewers who watched something on your channel for the first time in the selected time period.

Returning viewers

This report viewers who have watched your channel previously and returned to watch more.

Subscribers

This report shows the number of subscribers that you gained from each content type: videos, Shorts, live streams, posts, and others. “Others” include subscriptions from YouTube search and your channel page. This info helps you understand what content performs best at turning viewers into subscribers.

Views

This report shows you the number of legitimate views on your content for Shorts, videos, and live streams.

Impressions and how they led to watch time

This report shows you how many times a thumbnail was shown to viewers on YouTube (impressions), how frequently those thumbnails resulted in a view (click-through rate), and how those views ultimately led to watch time. Learn more tips for using impressions and CTR data.

Published content

This report shows the number of videos, Shorts, live streams, and posts you’ve published on YouTube.

Viewers across formats

This report shows the breakdown and overlap of viewers consuming your content by format (videos, Shorts, and live).

How viewers found your content

This report shows you how your viewers found your content within browse features, Shorts feed, suggested videos, YouTube search, channel pages, and others.

Top remixed

This report shows a visual overview of your remix views, total remixes, and top remixed content.

Videos

Key metrics card

This gives you a visual overview of your views, average view duration, impressions, and impressions click-through rate.

Key moments for audience retention

This report shows how well different moments of your video held viewers' attention. You can also use typical retention to compare your 10 latest videos of similar length.

How viewers find your videos

This report shows you how your viewers found your videos within YouTube search, browse features, suggested videos, external, channel pages, and others.

Top videos

This report highlights your most popular videos.

Shorts

Key metrics card

This gives you a visual overview of your views, likes, and subscribers.

How viewers find your Shorts

This report shows you how your viewers found your Shorts within Shorts feed, YouTube search, channel pages, browse features, external, and others.

How many chose to view

The percentage of total viewers who viewed your Shorts versus the percentage who swiped away.

Top Shorts

This report highlights your most popular Shorts.

Top remixed

This report shows a visual overview of your remix views, total remixes, and top remixed content.

Live

Key metrics card

This gives you a visual overview of your views, average view duration, impressions, and impressions click-through rate.

How viewers find your live streams

This report shows you how your viewers found your live streams within browse features, YouTube search, suggested videos, direct or unknown, channel pages, and others.

Top live streams

This report highlights your most popular live streams. You can use the expanded analytics report to view more metrics, like views and impressions.

Concurrent viewers

This report shows you your peak and average concurrent viewers on a given live stream.

Posts

Impressions

This report shows you how many times your post was shown to viewers.

Likes

This report shows how many times viewers liked your posts.

Subscribers

This report shows the number of subscribers that you gained from posts.

Top posts

This report highlights your most popular posts based on likes or votes.

Playlists

Top playlists card

This report highlights your most popular playlists and helps you compare them. From here, you can access each playlist's analytics. Learn how to access your playlist analytics.

Podcasts

Top podcasts card

This report highlights your most popular podcasts and helps you compare them. Learn more about your podcast’s performance.

Understand types of traffic sources

Traffic to your videos can come from either within YouTube, or from external sources. You can view both on the How viewers find your content (or videos, Shorts, Live) report.

Metrics to know

Impressions

How many times your thumbnails were shown to viewers on YouTube through registered impressions.

Impressions click-through-rate

How often viewers watched a video after seeing a thumbnail.

Shown in feed The number of times your Short is shown in the Shorts feed.
Viewed (vs. Swiped away) The percentage of times viewers viewed your Shorts versus swiped away.

Unique viewers

Estimated number of viewers that watched your content within the selected date range.

Average view duration

Estimated average minutes watched per view for the selected video and date range.

Average percentage viewed

Average percentage of a video your audience watches per view.

Watch time (hours)

The amount of time viewers have watched your video.

Post likes The amount of likes your post received.
Post like rate The percentage of viewers that liked your post.
Views from playlist Video views from viewers watching the playlist itself. This is the same metric available externally on the public playlist page.
Total views Total views of all the videos in the playlist, regardless of whether they’re from the playlist or elsewhere. This is only computed for videos that you owned in the playlist.

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