Analyzing STEM video characteristics on viewer engagement for dissemination and exercise contents: a data-driven approach

Educational videos are increasingly used to enhance learning and disseminate scientific and technical knowledge. However, optimizing their design is essential to maintain viewer attention and maximize their educational impact. This study analyzes user engagement with exercise and dissemination videos on a Spanish-speaking YouTube channel focused on STEM education, particularly physics and engineering. The research examines how video characteristics, such as length, narration speed, and the presence of a fixed channel introduction, affect attention retention. Using YouTube analytics, data from 124 videos published between 2019 and 2025 were analyzed through metrics such as average view duration and audience retention after the first 30 s. Results show that dissemination videos achieve higher attention retention than exercise videos. Shorter videos, especially those under eight minutes, are significantly more effective, while narration speed has little influence. The first 30 s are critical for maintaining engagement, particularly in dissemination videos. Conversely, the inclusion of a fixed introduction reduces attention and should be avoided as it adds no educational value. These findings provide evidence-based recommendations for educators and content creators to improve the design and impact of educational videos, contributing to the broader understanding of effective communication strategies in STEM education on digital platforms.