YouTube is trying to transform from a home video website into a professional content destination. In the first post, Google cites shows some of its successes in this area:

“We've helped popular media companies leverage our analytics and content management tools to build large, sustainable audiences for their content. And we've given advertisers a variety of ways to creatively reach the hundreds of millions of people around the world who come to YouTube every day to share and discover videos.”

It’s worth noting that industry watchers have criticized Google for struggling to turn YouTube into a moneymaker.

Large advertisers and brands may be more willing to spend money on YouTube when they can measure the success of their efforts. So, in a second post on the new blog, Google has also announced the integration of Google Analytics with YouTube’s brand channels.

“This will give partners and advertisers a much richer and deeper understanding of their channel’s performance by fully enabling Google Analytics reporting on their channel as if it were their own site.”

The addition of Google Analytics will give us much deeper information than YouTube Insight, including things like how long visitors stay, bounce rate, repeat visits, and where their viewers are located.