YouTube Premium Leaderboard
TLDR
Overview and Result
Context
Midroll ads are sponsored segments in YouTube videos in which content creators are paid by an outside sponsor to promote a product or service. This segments tend to be annoying and frustrating as they interupt the flow of the video, and take the user out of the content.
Duration
5 Weeks
Roles
UX Design
UX Research
Prototyping
Tools Used
Figma
Adobe CC
Google Forms
Opportunity
What are ways we can increase audience engagement and retention in YouTube midroll ads without harming the creator ecosystem?
Using the Leaderboard
Users can view their spot in comparisson with others on a channel's public leaderboard, given that they are subscribed.
Onboarding
Before interacting with this new feature, users are given the option to onboard and familiarize themself with the system upon launch of the app.
Initial Research
Insights from Surveys and Interviews
Of 20+ Surveyed Participants...
Most users skip midroll ads.
43% of respondents skip every time.
74%
Most users are uninterested in the products being promoted in midrolls.
From 5 Individual Interviews...
The questions during the interviews were focussed around each user’s individual experience with midroll content, and what they might want if there was an incentive for watching them.
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Most users can immediately recognize the products that are frequently promoted, but have no desire to consume them.
If a user was actively engaged in a video, they are more likely to skip midrolls.
Users might have a video on in the background while they do something else, but will still skip a midroll if they hear it.
Quotes from Interviewees
“They’re always boring and I don’t like them. I feel like a victim of propaganda.”
“I skip them as soon as they show up.”
A game? Not so much, if I’m watching a video then I want to watch a video, not play.”
Additionally, participants were asked to list off some words or feelings that come to mind when they think of midroll ads, here are some of the most frequent ones:
STOP
SKIP
ANNOYED
ANGRY
FRUSTRATED
100%
47% of respondents skip most times.
All participants reported having skipped a midroll ad at least once.
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If users were offered some sort of incentive for watching, it would have to be a reward, not a game.
Users do not fault the content creator for including sponsorships in their videos.
Watching Midroll Ads
While watching midroll content, users are alerted both when midroll content starts, and when they are is about to end.
Ideation
Crazy Eights - 20 Ideas
20 rapid prototypes were created in 30 second intervals to ideate potential solutions. After which, ideas were placed in an impact feasibility matrix.
Based on the potential impact and feasibility and the way YouTube currently works, the best solution was determined to be a point system with a leaderboard that rewards increased watch time of midrolls along with some kind of visual feedback indicating when midrolls start and end.
Most Viable Solution
A leaderboard would promote competition among subscribers of the channel, which would lead to increased engagement with midroll content, as users have an incentive to watch through them.
Market Value Propostion
Unique Benefits
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Brands are funneling large amounts of advertisement money into content creators.
If YouTube were to outright ban sponsors, content creators would move to other platforms.
Potential Usages for User Data
If YouTube were to implement a system where data was collected based on how long users are engaged with content, this data could be used to make up for lost revenue from sponsored content.
Targeted Promotions
Insights gathered from retention rates could be used to determine appropriate partnerships based on audience engagement.
Effectiveness Reports
Reports on the efficacy and engagement garnered by content creator could help sponsors determine worthwhile investments
Dollar Amount Invested
(In millions of dollars.)
Numbers in Context
In 2022, 4000+ qualified brands spent a collective 514.9 million dollars on sponsored YouTube content. For comparisson, the Capital One Arena in Washington, D.C., cost around the same ammount.
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520
Capital One
Arena
Sharing Data
Other marketing agencies or video hosting platforms could benefit from insights gathered by YouTube user data.
514.9
Sponsored YouTube content in 2022
Midroll 1
Ideation
Testing when Feedback is Shown
For the visual feedback in the video, testing was conducted to better understand when the best time to reveal the points earned would be
During this test, 9 participants were given candy at different points during the midroll ad, and then asked to rank their experiences with each ad.
Participants were given the candy at the beginning of the midroll.
Participant Quotes
"Oh! I kinda forgot you were going to give me candy. That one felt a little pointless."
“2 was the best. Obviously I liked getting the candy at the beginning, but this one felt like I deserved it”
Midroll 2
Participants were shown the candy in the middle of the midroll, and received it at the end.
Midroll 3
Participants were given the candy at the end.
5/9 Participants Prefered Midroll 2
3/9 Participants Prefered Midroll 1
1/9 Participants Prefered Midroll 3
Visualizing User Data
Prototyping and Testing
Paper Prototypes
Paper prototypes were used to quickly test usability and how well new features were understood.
Paper Prototypes of Midroll Widget
Testing Insights
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The animation in the last one was helpful, but unconventional and the meaning of it was unclear at first.
Participants liked a smaller notifcation, the bigger one felt
too obtrusive
Meaning of points is unclear
Paper Prototype of Leaderboard
Testing Insights
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The hierarchy of the leaderboard was slightly unclear. Participants struggled understanding what place they were in.
Navigating to the leaderboard was easy
Prototyping and Testing
High Fidelity, High Resolution
Two versions of a high fidelity prototype were made just so users were able to compare.
Prototype with small widget
Testing Insights
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After the notification appeared, it was hard to comprehend
how much time was left before users received their points.
The small notification was still the most liked.
Prototype with large widget
Final Recomendations
Success Metrics and Other Opportunities
Within Six Months of Implementation
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5-10% Increase in YouTube Premium Subscriptions
15% Increase in Midroll Completion Rate
CSAT Score of 70
Further Explorations
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Creator Incentives
Further Customization of User profile with points
Exclusive Badges and Emojis