Home > Media Stats Center > The average viewing time of my viewers is higher/lower than expected. How come?

The average viewing time of my viewers is higher/lower than expected. How come?

It is virtually impossible to predict viewer habits. While it might be tempting trying to predict an expected average viewing time based on the length of the stream or media file, or to detect patterns in viewership changes, the nature of internet technologies simply always reserves the right to surprise us. It is important to expect the surprise factor when going into media publishing on websites, mobile apps, social sites or ConnectedTV platforms. Please keep in mind that your various publishing properties will attract organic search traffic, referral traffic and incidental traffic which usually leads to a lower average viewing than might be expected at first glance. The reason is simply that, due to the vast amount of options, viewers nowadays tend to browse through different channels, videos and live-streams before settling for one to watch for a longer period of time. 

The increasing use of multiple devices (aka "second screen" and "third screen"), as well as increasing mobile use via public WiFi hotspots and cellular networks,  increases the number of views and decreases the average viewing time, as the same content might be loaded several times on multiple devices, or loaded several times due to interruptions or changes of local internet accessibility. 

Long gone are the times when the majority of viewers typed in the URL of a known website into a browser on a single desktop at home on a stabile internet connection. Please expect searching traffic browsing your content on multiple devices, loading content multiple times while on the road or on public hotspots and keep in mind that the average viewing time for internet video content in general is below 2 minutes per view, with live-stream average viewing time expected to be significantly higher.