As the year winds down, I wanted to take a moment to look at where things on the channel stand and where they’re headed next.
You can check it out in my latest video.
Viewership climbed to just under nine million views, up from about 7.8 million last year, and subscriber growth also ticked up. That tells me something is working, even if it’s not always obvious what that something is. I still approach the channel as a generalist, largely because that’s how it started more than a decade ago, but the platform and its audience have changed. Many subscribers don’t see every upload anymore, which remains a point of frustration I have with the platform.
To make sure people don’t miss uploads, I’ve leaned more on the weekly email newsletter, the daily digest, and the blog, which serves as an archive and an alternative way to follow along. If you’re reading this you likely know about these already!
One area that stood out this year was audience retention. Regular viewers now make up about ten percent of the audience, a sharp increase from last year which was under 1%. The audience itself continues to skew older, which reflects how much YouTube has evolved. While shorter videos tend to attract younger viewers, long-form content remains where I spend most of my time, both as a creator and a viewer.
In total, I uploaded 175 long-form videos this year, along with a smaller number of shorts and live streams. Live content slowed down compared to previous years, partly due to scheduling, but it’s something I plan to revisit, especially around events like CES. Looking at what resonated most with viewers, it was clear that topical and consumer-focused videos outperformed traditional product reviews. Issues that directly affect viewers, like privacy concerns and our ongoing ATSC 3.0 DRM fight, drew the most attention.
That shift has influenced how I’m thinking about the year ahead. I’ve started rebuilding the Gadget Picks channel, now focused on smaller gadget reviews that may not find a large audience on the main channel but still serve a purpose elsewhere, particularly on Amazon. Amazon itself has become a more important platform, quietly adding social features that make it worthwhile to publish there and diversify beyond YouTube. Follow me on Amazon here!
Product reviews remain a core part of the business, accounting for a significant share of revenue through platform revenue sharing and affiliate links, even if they don’t always align with every viewer’s interests. That tension between sustainability and audience interest is something I’m still trying to solve, but the numbers suggest progress.
Early next year begins, as usual, with CES in Las Vegas. I’ll be covering the show solo again, focusing on fast, on-the-ground dispatches that give a sense of what’s new and interesting without a lot of polish. Those videos have connected well with viewers in recent years, and I plan to stick with that approach.
Beyond CES, the main channel will continue leaning into consumer advocacy topics, building on the momentum around issues like broadcast encryption and other consumer focused topics. Even when outcomes are uncertain, raising awareness and engaging regulators feels like work worth doing.
Product reviews will still be part of the mix, especially for larger items that fit the audience here, while smaller reviews will be on Gadget Picks and production-focused content will live on my production nerd channel. It’s not the simplest structure, but it reflects the reality of how platforms and audiences behave today. I don’t expect explosive growth, but steady progress has long been my strategy, and after more than a decade on the platform, that’s enough to keep me moving forward.