Leverage YouTube’s New Analytical Updates to better optimise Your Videos

Published: January 12, 2023

min read

In its first Creator Insider update of the year, YouTube announced a number of new analytics and display options.

The key updates include,

  • New subscriber growth data
  • Thumbnails for shorts
  • New subscriber recognition options

New subscriber growth data:

YouTube is introducing a new component to YouTube Studio that will display a breakdown of subscribers gained by each type of content. It gives users more information about video performance.

In the past, creators could access this more detailed growth breakdown through YouTube Analytics. However, YouTube is now displaying this data up front, making it easier to see how each video and video format contributes to the growth of your YouTube channel.

Besides, YouTube is also adding a new display for creators. It enumerates what content their audience is watching across format types on the YouTube Studio mobile app.

The goal of this form of analytics is to provide creators with a better understanding of what types of content their audience is watching in order to inspire them and keep an eye on what is going on in their industry. This is especially useful for formats that a creator has not yet tried or publishes infrequently. For example, shorts, live, and so forth.


Thumbnail for shorts:

YouTube is introducing a new feature that will allow "Shorts" creators to choose a frame from their video. It is to be used as a thumbnail during the initial upload process.

This gives "Shorts" creators another way to customise their content and increase response. YouTube also mentions that it is working on new ways to further customise "Shorts" thumbnails in the future.

At the moment, you can only choose a frame for your Shorts thumbnail on Android.

New subscriber recognition options:

We're now experimenting with extending the member recognition shelf to video descriptions on mobile, where it would be part of the info card section.


YouTube is also updating its member recognition shelf display. It displays selected member avatars on channel pages. Creators will be able to disable the member recognition shelf in the studio description.

Finally, YouTube analytics' advanced mode soon will include video thumbnails and content length, providing more context on specific video performance.

Is Short-Form Video the Future of Content Creation?

YouTube, with more than 2 billion active users worldwide, allows marketers to present unique content that's easy for viewers to consume and share. Clearly, video marketing is exploding like never before.

YouTube appears to be focusing on YouTube shorts as the popularity of short-form video content grows. The new set of analytics updates will provide businesses and creators with content-specific data to better gauge and optimize their video performance.

According to a Hubspot marketing trends survey, approximately 51% of marketers who used short-form videos last year intend to invest more in this medium, with 38% planning to invest the same amount.

Short-form videos are simple and easy to explore, which appeals to both creators and businesses alike. Short video content is translated to feel more authentic and relatable to consumers when marketers can convey these feelings with concise brand content.

So it is apparent that the emergence of short-form videos has redefined the way people consume content. Going forward, prioritizing YouTube shorts in marketing strategy will apparently give brands an opportunity to attract massive audiences.

We expect that the popularity of short-form video will continue to rise. And now is the time for brands to explore this space in order to differentiate themselves from the competition and maximize the effectiveness of their marketing efforts.


Sarah Johnson

Sarah is an analytical marketing expert with a passion for data-driven insights. She has a keen eye for detail and a talent for turning complex information into actionable strategies. In her free time, she enjoys yoga, travel, and trying out new recipes in the kitchen.


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