Viewer Abandonment in Online Video

Visible Measures is a company that aims to help marketers get the most from their online videos. They recently published a blog post around the topic of viewer abandonment in online videos — a topic of concern for those with a content marketing strategy heavy on video content.

Viewer abandonment is the act of a user clicking off a video before the video is complete. As consumers of video content, we all know that this is a common activity based on our own behavior, but the statistics are staggering. Their sample showed that nearly 20% of the audience that starts watching a given video clip will abandon it within the first 10 seconds of playback. …Crazy!

Here is a graph to break it down even further:

Within the first 30 seconds you will lose nearly 1/3 of your audience! Here at OpenView Venture Partners, we are taking this information seriously and working to cut our content in a more meaningful, compact way.

Those intersted in creating better video content can sign up for a free webinar hosted by Visible Measures–details here. This would be a great opportunity for expansion stage companies and their marketers!

Question of the week:  Are you currently creating video as part of your content marketing/inbound marketing strategy?