Two YouTube experts (Paddy Galloway & Chris Gileta) shared the findings of a comprehensive study they conducted on 33 channels (5,400+ shorts). The results are super interesting, here is it summarized in 4 takeaways.
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1. Length matters but is not everything
– Longer shorts performed much better on average in terms of views and average view duration. Shorts with an average duration higher than 50 seconds averaged 4.1 million views.
– There were outliers at all lengths, so creators should not feel compelled to make their videos a certain length.
2. Shorts with strong completion perform better
– Shorts with a viewed VS swiped away (VVSA) rate under 60% rarely performed well. The best-performing shorts typically had a VVSA rate between 70% and 90%.
– Engagement metrics such as likes, shares, and comments did not have a strong relationship with performance, although this may be subject to further testing.
3. Shorts boost fan base, especially for channels with a pre-existing audience base
– Long-form videos still convert subscribers better (per 10,000 views) than shorts on average, but when filtering for channels with over 1 million subscribers, shorts outperform in terms of sub conversion.
– Shorts are a good way to grow subscribers, especially considering how much lower effort is involved compared to long-form videos.
4. Monetization remains low and is not sensitive to video length
– The average RPM (Revenue Per Mille is a metric that represents how much money you’ve earned per 1,000 video views) for shorts is around $0.06
– Unlike long-form videos, the length of a short did not seem to lead to a meaningful difference in RPMs.
– The new partner split for shorts is more than double the shorts fund on average, which is promising for future monetization potential.
More details here on Paddy Galloway Twitter Account.
For more YouTube Statistics check out our articles on Every Statistic You Might Need – with Sources
