NYT.com | Drilling Down – Short Attention Spans for Web Videos ::new metric – "video abandonment"::

After watching an online video for a full minute, 44.1 percent of viewers will have clicked away, according to Visible Measures. But an outsize slice of that loss occurs in the first 10 seconds, during which 19.4 percent of a video’s audience defects. This phenomenon, known as “viewer abandonment,” is of intense interest to those who make online videos or advertise alongside them.

Read the full piece at nytimes.com

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