Understand your YouTube audience

The Audience tab in YouTube Analytics gives you an overview of who’s watching your YouTube videos and insights on their demographics. It provides a quick snapshot of key metrics like returning viewers, unique viewers, and subscribers.

Note: Some data, such as geography, traffic sources, or gender, may be limited in YouTube Analytics.

View your Audience reports

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

New and returning users

This report shows the number of new and returning viewers by format to your channel. You can use it to understand which format attracts the most new viewers. Also, you can use it to see which format makes viewers come back to your channel the most.

When your viewers are on YouTube

This report shows you when your viewers are online across YouTube in the last 28 days. You can use it to help build your community, understand when to schedule a Premiere, or to plan your next live stream.

Channels that your audience watches

This report shows you what other channels your viewers consistently watched outside your channel over the past 28 days. You can use it to find out what channels your viewers are interested in and for collaboration opportunities.

What your audience watches

This report shows you what other videos, Shorts, live streams and podcasts your viewers watched outside your channel over the past seven days. You can use it to find topics for new videos and titles. You can also use the info for thumbnail ideas and collaboration opportunities. If you have an Official Artist Channel, you won't see videos where you're the primary artist, even if the video is outside your Official Artist Channel.

Formats your viewers watch on YouTube

This report shows you what other types of formats people are watching in the last 28 days. The formats could either be videos, Shorts, or live streams. You can use this to see what formats people are watching the most to adapt your content to that format.

Subscriber bell notifications

This report tells you what percentage of your subscribers get bell notifications from your channel. Learn more about subscriber notifications.

Watch time from subscribers

This report tells you what percent of your Watch time comes from subscribers and viewers who aren’t subscribed.

Top geographies

This report shows you which geographies have the most watch time for your channel.

Age and gender

This report shows you which age ranges are adding most to your watch time and the gender distribution of your audience.

Top subtitle/CC languages

This report shows your channel's audience by subtitled language.

Get tips for learning who your viewers are and what they are watching.

Metrics to know

Returning viewers The number of viewers who already watched your channel, and returned to watch in the selected time period.
New viewers The number of viewers that watched your channel for the first time in the selected time period. Viewers who watch from a private browser, deleted their watch history, or haven't watched your channel in over a year are considered new viewers.
Unique viewers Estimated number of viewers that watched your content within the selected date range.
Subscribers The number of viewers who have subscribed to your channel.
Watch time (hours) The amount of time viewers have watched your video.
Views The number of legitimate views for your channels or videos.

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