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YouTube engagement rates fall 26-38% across every video category

eMarketer’s Peter Clark reports that organic engagement rates on brand YouTube channels dropped between 26% and 38% year over year across all seven video categories tracked, citing a June report from Pixability.

Why it matters. Brands and marketers tracking likes and comments alone now risk misreading YouTube performance, since watch-time retention is holding even as those engagement signals decline.

Signal from emarketer.com · Peter Clark · read the original.

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