Understanding Online Viewer Abandonment
A recent study by Advertising Age dives deeper into the phenomenon known as viewer abandonment. Over a period of time, they studied how viewers watched then abandoned more than 40 million video clips. Surprisingly, findings showed that nearly 20% of viewers abandoned a video within 10 seconds of watching. “Within the first 30 seconds of a video, you can expect to lose 33% of your viewers. At 60 seconds, 44% of the audience that started viewing the clip will have left.” Below is a graph that illustrates average video abandonment by time spent watching.
Ultimately, this phenomenon can effect an online marketing campaign. This data can provide insight into how to properly measure online video metrics.
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