Pay Close Attention, YouTubers: If you want to maximize audiences, you need to take a cue from primetime television. The viewership peaks happen on the website during weekday evenings, according to a new study conducted by the New York-based multi-channel network Frederator.
In this respect, publishing on weekday afternoons provides YouTube with enough time to index videos and deliver them to the feeds of your subscribers. Frederator suggests posting your content between 2 and 4 p.m on Monday, Tuesday and Wednesday, and between 12 and 3 p.m. on Thursday and Friday. All the times mentioned above are EST.
On weekends, if you’re not one of the first people to share your content, you will wind up with the short end of the stick. The study, which compiled data across Frederator’s 120 million monthly views from approximately 1.3000 channels, found that on Saturday and Sunday, posting between 9 and 11 a.m is the way to go.
However, out of all days of the week to post content, Thursday and Friday are the best. And given the fact that the vast majority of YouTube viewers are young adults or children, viewership begins to increase on Thursdays, peaks on Saturdays and thins out during Sunday afternoons.
Moreover, the worst months of the year to post content are May and September, “transitional months where the majority of YouTube’s users…are either finishing or starting school, sports seasons, vacations and/or doing lots of outdoor activities,” writes Matt Gielen, Frederator’s director of programming.
Along with audience size, YouTubers should also take into account another important metric, which is the fluctuating ad rate during a full calendar year. YouTube partners receive a piece of the pie (ad sales) in accordance with a personally-designated CPM or payment rate per 1,000 views.
For example, last year, “CPMs peaked in mid-to-late March, were consistent from mid-May to the end of June, rose steadily through August to a high in September, and were high throughout all of October, November and December“, Gielen writes.
For additional details, you can check out the study at Tubefilter.