Jason Gipps is attending Radio Days Asia 2026 in Jakarta as a conference ambassador representing Vision Australia Radio.
YouTube creators need to think beyond views and subscribers and focus on how audiences discover content, according to Podcast Strategist and Consultant Shrikant Joshi, who led a workshop on YouTube growth and analytics at Radiodays Asia 2026.
The session explored how YouTube's analytics tools can help creators better understand audience behaviour, content performance and long-term growth opportunities. While much of the workshop focused on interpreting analytics, the underlying theme was understanding viewer intent and creating content that aligns with audience expectations.
A key discussion point was the three primary ways audiences discover content on YouTube: Search, Browse and Suggested traffic.
Search traffic comes from users actively looking for specific information. Browse traffic is generated when YouTube places videos in home feeds and other discovery surfaces, while Suggested traffic comes from videos recommended alongside related content.
Shrikant encouraged creators to think strategically about all three discovery pathways rather than relying on just one source of traffic.
"Every video has a purpose," he explained, noting that different videos should be designed to achieve different outcomes. Some may be intended to answer questions and generate search traffic, while others may be designed to attract casual viewers through browse recommendations or appear alongside related content through suggested recommendations.
One practical framework offered during the session was to think about creating content that deliberately targets each traffic source. For example, a creator may produce one video designed primarily for search, another aimed at browse discovery and a third intended to generate suggested traffic.
The workshop also examined how analytics can reveal the role each traffic source is playing within a channel's growth strategy.
High browse traffic can indicate that thumbnails and titles are generating curiosity and earning clicks when viewers encounter content in their feeds. Strong search traffic often demonstrates that content is answering questions audiences are actively asking and may continue attracting viewers long after publication. Suggested traffic can indicate that content is successfully connecting with existing conversations and topics already performing well on the platform.
Frequency of publishing is important
Shrikant noted that declining browse and suggested traffic can sometimes be linked to inconsistent publishing schedules. If a creator is not releasing content regularly, YouTube has fewer opportunities to recommend new videos to audiences.
Short-form video can play a role in maintaining channel activity. Even when creators are unable to publish long-form content, Shorts can help maintain a regular publishing cadence and keep audiences engaged between larger releases.
The importance of thumbnails was another major focus of discussion.
While attention-grabbing visuals remain essential, Shrikant advised creators against making thumbnails overly complicated. Effective thumbnails should be easy to understand, consistent with a channel's branding and focused on a single clear message.
Rather than relying on excessive text or cluttered designs, successful thumbnails create enough curiosity to encourage a click while accurately reflecting the content viewers can expect.
The session also touched on the growing use of artificial intelligence in content creation workflows.
Despite rapid advances in AI-generated imagery, Shrikant suggested that AI-created thumbnails are currently struggling to match the performance of thoughtfully designed human-created alternatives. According to the workshop discussion, AI-generated thumbnails often lack the authenticity, emotional connection and audience understanding required to consistently attract viewers.
The take home message for creators
For creators, the recommendation was clear: while AI may assist production workflows, thumbnail strategy still benefits from a strong human touch.
Beyond analytics and optimisation, the workshop repeatedly returned to audience needs.
Successful YouTube channels are built around audience interests rather than simply publishing content creators want to make. Topics, titles, thumbnails and overall channel strategy should all be developed with a clear understanding of viewer expectations and motivations.
Audience demand, not creator assumptions, should guide content decisions.
The session drew strong engagement from delegates, with audience participation increasing significantly as the workshop progressed. Attendees appeared increasingly confident discussing analytics, traffic sources and content strategies as practical examples were explored throughout the session.
Throughout the workshop, Shrikant’s enthusiasm for content creation and audience development was evident. Drawing on his own experiences as a creator and consultant, he translated complex analytics concepts into practical strategies that attendees could immediately apply to their own channels.
For broadcasters, podcasters and publishers increasingly looking to YouTube as part of their audience growth strategy, the message was clear: understanding how audiences discover content is just as important as the content itself.
Further information
- Radio Days Asia: www.radiodaysasia.com
- Vision Australia Radio: www.varadio.org
- Shrikant Joshi, Podcast and Content Strategist: www.42quirks.com
