点击率(CTR)与YouTube观看时间的相对重要性

Int. J. Pervasive Comput. Commun. Pub Date : 2022-06-28 DOI:10.1108/ijpcc-10-2021-0269

Linus Wilson

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引用次数: 1

摘要

本研究旨在利用线性回归分析YouTube视频的平均视频观看时间或点击率(CTR)是否与每个订阅者的观看次数更密切相关。设计/方法/方法2018年，YouTube开始向视频创作者发布点击率数据。自2012年以来，YouTube在给观众的推荐中一直强调，它更喜欢观看时间，而不是点击次数。据作者所知，这是第一个通过点击率数据来测试YouTube上观看次数更重要的因素的学术研究。观看时间和点击率对YouTube的浏览量更重要吗?作者分析了YouTube上发布的新视频。本文发现几乎没有或有限的证据表明，更高的观众留存率或每次观看总平均观看时间分别与YouTube上更多的观看次数有关。相反，点击率高的视频获得了更多的观看次数。原创性/价值据笔者所知，没有其他研究测试过点击率或每次观看时间在预测YouTube新视频观看量方面的相对重要性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The relative importance of click-through rates (CTR) versus watch time for YouTube views

Purpose This study aims to analyze whether average video watch time or click-through rates (CTR) on YouTube videos are more closely associated with high numbers of views per subscriber using linear regressions. Design/methodology/approach In 2018, YouTube began releasing CTR data to its video creators. Since 2012, YouTube has emphasized how it favors watch time over clicks in its recommendations to viewers. To the best of the author’s knowledge, this is the first academic study looking at that CTR data to test what matters more for views on YouTube. Is watch time or CTR more important to getting views on YouTube? Findings The author analyzed new video releases on YouTube. This paper finds almost no or limited evidence that higher percent audience retention or total average watch time per view, respectively, are associated with more views on YouTube. Instead, videos with higher CTR got significantly more views. Originality/value The author knows no other study that tests the relative importance of CTR or watch time per view in predicting views for new videos on YouTube.

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Int. J. Pervasive Comput. Commun.

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