So I went through this report from YouTube called “Why We Watch,” which talks about what makes quality content. While this is from YouTube, much of it is not tied to being video. One stat is “The number of viewers who only care about visuals is now vanishingly small, at less than 1%.”With this in mind, maybe it is time to stop obsessing over the background.
Baseline Expectations
The report states that clear audio and video are expected. They are “givens.” You can do this with your phone and a microphone that is less than $100.
One example of this is the movie “Beetlejuice.” Part of the original movie was the special effects. At the time, they were considered “Somewhat new.” Fast forward a few decades and the sequel didn't use the latest effects and instead made their effects match the original. The story also included extra characters that didn't add to the story, and in my opinion, the sequel just didn't add up to the expectations.
I once had a client who had spent THOUSANDS of dollars on cameras and lighting, and his studio looked amazing. There was only one problem. He wasn't sure what he wanted to talk about. Don't fall into that trap.
Once Again, The YouTube Disclaimer
While we are talking about YouTube today (kind of) I want to remind you that YOU DO NOT HAVE TO BE ON YOUTUBE is you do not want to be on YouTube. It didn't hurt Dan Carlin.
How I Organized This Content
I read the report copied and pasted the parts that jumped out at me, and then put that into ChatGPT and had it organized for me. Here is what it gave me:
Emotional & Engagement-Based Qualities
- Engaging
- Authentic
- Relatable
- Trustworthy
- Compelling
- Meaningful
- Personal
- Inspiring
- Resonant
- Exciting
- Attention-grabbing
2. Creativity & Uniqueness
- Creative
- Original
- Distinctive
- Unique
3. Informational & Educational Value
- Informative
- Useful
- Relevant
4. Technical Aspects of Quality
- High-quality
- Technical
- Clear (as in clear visuals and audio)
- Booming (as in booming sound)
5. Trust & Authenticity
- Trustworthy
- Filtered (used in contrast to “less filtered”)
6. Emotional Impact & Viewer Experience
- Emotive
- Exciting
- Attention-grabbing
Summary of Quality Content
Great content is not just about technical excellence—good visuals, clear audio, and high production budgets. While these factors still matter, they are now seen as a baseline rather than a differentiator. What truly defines high-quality content today is its ability to create a genuine emotional connection with viewers. Audiences don’t just watch; they engage, anticipate, and build relationships with creators they trust. Studies show that viewers value compelling, relatable, informative, and meaningful content—qualities that make them feel understood, inspired, and emotionally engaged. Authenticity plays a crucial role in this, with creators perceived as real and trustworthy fostering deeper connections than highly polished but impersonal productions.
At the same time, content must balance both technical and emotional quality markers to be genuinely effective. Attention-capturing storytelling, originality, and usefulness are as important as clear visuals and good sound. Trust is emerging as a key expectation, with platforms like YouTube ranking higher in credibility among younger audiences compared to traditional broadcast media. The rise of creator-driven content highlights a shift where audiences prioritize personal relevance over mass appeal, often returning to their favorite creators with a sense of anticipation typically reserved for major TV events. Ultimately, great content isn't just about looking good—it must resonate, inform, and enhance the audience’s experience in a personal and valuable way.
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Mentioned In This Episode:
Coach Builder: How to Turn Your Expertise Into a Profitable Coaching
School of Podcasting Audience Survey
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