YouTube has announced that it is going to accurately measure some channels separately, and is partnering with comScore to accomplish this goal.
Underneath the YouTube parent entity, comScore’s Video Metrix measurement service will monitor: channels like CBS, Machinima, Philip DeFranco and hundreds of others, according to the comScore post.
This is a decision in order to work with its content partners as the video industry shifts towards a new direction. YouTube may be tooling up in an attempt to better monetize the gargantuan amount of traffic it receives each day. YouTube is already experimenting with paid movie rentals.
Streamed videos have become all the rage in the past few years, especially since internet providers have increased internet speeds all around the United States. YouTube has become a key player in the entertainment industry and is the leader in video hosting services.
The YouTube Partner reporting appears to be similar to the Nielsen ratings, which provides statistics on specific demographics as advertising rates that are influenced by such factors as age, gender, race, economic class, and area.
The 18–49 age range is very important to advertisers in the television industry. There is much to be earned on commercials during the most popular shows and the deomographics do seem to matter.
On television for example, one show (CSI) will have the potential to bring in $248,000 per commercial, while another show (Grey’s Anatomy) will rake in $419,000 per commercial. The difference is in the demographics and doesn’t always refer to traffic alone. There are other factors involved as well.
YouTube will try to match ad effectiveness with the target audience and make other comparisons across the board. The measuring will include the partners of YouTube — independent and professional, bedroom, and broadcast.
Will the reporting affect the viewing audience in any way? The guide has instructed that it will not.
