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views were higher for content that did not contain a call to action, but the difference was not significant (p=.068). Table 8: YouTube Audience Analytics by Call to Action Presence YouTube Metadata Subscribers Video Views Call To Action Mean 3,651,791 subscribers 1,098,391 video views No Call to Action Mean 2,482,928 subscribers 1,595,174 video views Significance .009* .068 Comments 3,266 comments 2,291 comments .003* Channel Views 771,386,530 channel views 295,248,881 channel views .000* When videos contained an introduction, significantly fewer video views and comments were present. Videos, on average, received 1.9 million views with no introduction, but only around 500,000 views with an introduction (p=.000). In terms of comments, videos with an introduction averaged 2,026 and those without an introduction reported a mean of 3,636 comments (p=.000). On the other hand, videos with introductions averaged a larger number of subscribers—3.3 million compared to 3 million—and channel views—634 million compared to 552 million. However, those results were not significant (p=.636 and p=.563, respectively). Table 9: YouTube Audience Analytics by Introduction Presence YouTube Metadata Subscribers Video Views Introduction Mean 3,348,366 subscribers 538,886 video views No Introduction Mean 3,087,732 subscribers 1,924,583 video views Significance .636 .000* Comments 2026 comments 3636 comments .000* Channel Views 634,589,466channel views 552,857,737 channel views .563 The mean subscriber, channel views and video views count were all significantly higher (p=.000) for videos that did not contain a visual direct address. For videos that did not contain a visual direct address, the channel averaged 5.1 million subscribers, 1 billion channel views and roughly 1.8 million video views. Videos that did have a visual direct address averaged over 500,000 video views, with channels averaging 2 million 33PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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