One of the most common questions we get asked about YouTube over at Frederator Networks is, “When is the best time to post my videos?” It’s a simple query, but finding an answer means taking a deep dive into the idiosyncrasies of online video marketing and online video viewership.
There are a number of technological tools in the marketplace that attempt to make recommendations for best posting days and times based on historical data of an individual channel’s metrics or other quantitative data scoured from around the internet. The problem with the tools that currently exist is they don’t take into account YouTube viewership data at large nor factor in fluctuating advertising prices (CPMs) over the course of the calendar year. When a creator takes this data into account, it can have dramatic ramifications over their programming and scheduling decisions.
At Frederator Networks we’ve compiled the data across our network of over 1,300 channels and 120,000,000 monthly views* to come up with a more accurate answer to the above question. But first, there are some things to keep in mind. While our demographic skews more male (65% of our viewership is male) in comparison to YouTube at large, overall our viewership is 80% 13 to 34-year-olds**, which we believe is comparable to YouTube’s demographic breakdown. We should also note that our audience is 40% U.S. based, which is double YouTube’s current 20% U.S. viewership.
With these metrics taken into account, we set out to find the best hours, days, weeks and months to post YouTube videos.