Last December, it was reported that the average time spent inside mobile apps rose from 94 minutes to 127 minutes a day. Platforms like Facebook and Twitter have already seen the benefits of the increased adoption, and it looks like YouTube is quickly catching up.
A spokesperson for the company revealed that 40 percent of all YouTube’s videos in the U.S. are now coming from mobile devices. Additionally, mobile is now responsible for 25 percent of all of YouTube’s video views. These statistics are important for mobile advertisers, as well as content creators that haven’t taken advantage of YouTube’s new One Channel design.
In beta for the past few months, the new layout has officially rolled out to all channels as of June 5th. Although the basic services and functions of YouTube haven’t changed, it’s become much more personalized. Under the old layout, channels only had a small profile photo to identify their brands. The new design introduced a wider banner image called “Channel Art.”
One of the main benefits of switching over to the One Channel design is that these images will appear everywhere — on desktop, mobile phones, tablets, and in hover cards around the site. YouTube made it extremely easy by allowing you to upload a single image which will then be resized depending on the screen size of the device your channel is being viewed on.
According to Nielsen Holdings NV, more than half of smartphone users in the U.S. (at least 70 million people) accessed YouTube’s app during March. We don’t have to tell you how important a group that size is to your brand. Now more than ever your Channel has to stand out, even on the smallest of screens. Create Channel Art that will pull mobile users in, and make sure that any websites you’re linking to are optimized for mobile.
As mobile audiences continue to grow, it’s becoming increasingly important that you reach your audience on whichever platforms they’re on. YouTube has demonstrated that in addition to benefiting content creators, it’s a great place for advertisers as well. Over the past six months, YouTube’s mobile ad revenue has tripled. Although a firm number isn’t available, that’s impressive growth for such a short time period.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.