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Analyzing your demographics

Analytics and demographics can play a big part in growing your audience. At first glance, they may simply look like charts to show you who's viewing your content and where they're located. But they can also serve as a vital marketing tool.

Demographics in YouTube Analytics are focused on audience age, gender, and location. These charts can help you target your efforts and know which market you should try to capture.

 

Who’s watching?

In the image above, 72% of viewers are male, while only 28% are female. And a good portion of them are within the 45–54 age range. You can take away a couple things from those facts alone:

  • There’s an opportunity to attract more female viewers

  • There’s an opportunity to attract a younger demographic

The way each content creator would tackle these opportunities will differ. But if your demographics skew heavily one way or another, try to create new content not only appeals to your base but is inviting to the minority audience as well.

Viewers vs. subscribers

On YouTube’s analytics page, the default demographics view shows you your ‘viewers’. Viewers mean anyone at all who's stumbled across your videos—not necessarily people who are subscribed to your channel. Checking the box to Show only subscriber views can give you a comparison of who's just viewing vs. who's actually subscribed.

   

As you can see in the chart above, even fewer of this channel's female viewers are subscribers (vs. just viewers). Interestingly, the age range of subscribers skews younger than the age range of overall viewers.

These observations not only confirm that there’s a strong opportunity to attract more female viewers, but also indicate that the 45- to 54-year-olds who make up the largest group of viewers may not be subscribing to this channel as much as other groups. This information can help inform future videos and calls to action.

Where's your audience?

The location of your viewers will depend a lot on the content you produce and the language it’s spoken in. The top three English-speaking audiences on YouTube are in United States, United Kingdom, and Canada, but viewers can come from all over the world. So how can you increase your reach aside from learning a new language?

Trends and captions! Every country has trends—from entertainment to sports—that its residents find interesting. If you’re looking to capture a bigger audience from a specific region or country, consider creating content that audiences in those places can relate to more closely.

Don’t stop there, though! When you extend your reach into a foreign country, you’re bound to hit a language barrier. Creating foreign-language captions boosts your video’s ranking in foreign search results, and helps you retain foreign viewers, since it allows them to understand your content better.

  • Once you've added captions in your primary language, YouTube gives you the option to translate them to additional languages, either automatically, or through a paid translation service. 
  • If you need English captions, our partner Captions for YouTube can help—just sign in with your Fullscreen ID and password!
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