YouTube’s 0.7% upload engagement rate

If you listen to the hyperbole, an hour of video is uploaded to YouTube every second. This sounds fantastic, and yes, that is a lot of video. However, that’s only a 0.7% daily user engagement rate. The world has not turned into video publishers yet.

There are 3,600 seconds in an hour, so every second 3,600 people on average are concurrently uploading videos (to get 1 hour posted every second). YouTube has 790 million monthly unique visitors. So in any given second, that’s 0.00046% of its entire potential audience actively engaged in contributing content.

Let’s assume it takes 2 minutes to upload a video, so we can get through 720 cycles of uploads each day. Our (0.00046% of uploaders at any time) * (720 cycles of uploaders per day) = a per-day user upload engagement rate of 0.33%. You could play with this math further assuming faster upload rates equal a faster group upload cycle per second, so perhaps the engagement rate is 0.7%. You could also cut this number back by assuming some people are frequent uploaders, sharing more than one video a day, which would slash 0.7% to a fraction of engaged producers. I’ll be generous and leave it at 0.7%. However you count it, the world comprises more watchers than doers.

Ben Kunz is vice president of strategic planning at Mediassociates, an advertising media planning and buying agency, and co-founder of its digital trading desk eEffective.

Originally posted on G+.

Leave a Reply

Your email address will not be published. Required fields are marked *

* Copy This Password *

* Type Or Paste Password Here *