Average View Duration
Average time viewers spend watching a piece of content before exiting
What is Average View Duration?
Average view duration is the average length of time viewers spend watching content. It shows how well content holds attention.
For media businesses, longer viewing means more engagement and, for ad-supported services, more advertising opportunity.
How this KPI is measured
- Function
- Operations & Supply Chain
- Sub-function
- Audience Engagement
- Industry
- Media & Entertainment
- Type
- Leading
- Impact
- Operational
- Unit
- min
- Measurement frequency
- Weekly / Monthly
- Formula
- Total watch time / Total content views
How to calculate it
Divide total watch time by total content views.
For example, if a video library had 600,000 minutes of watch time from 200,000 views, the average view duration is 3 minutes.
Compare with the length of the content, since a 3-minute average means something different for a 4-minute clip and a 40-minute programme.
Where it is used
Judging content quality
See what holds attention.
Planning programming
Choose formats and lengths.
Improving openings
Find where viewers drop off.
How to improve it
Tips and common mistakes
- Express it as a share of content length as well.
- Compare similar types of content.
- Very short views may be accidental clicks.
More Operations & Supply Chain kpi library
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