Engagement Times Up 300% for Live Video, Even for Later Viewing
Live video streaming is enjoying a boom right now, and that's because viewers are taken with the live experience. Copenhagen- and San Francisco-based video marketing platform TwentyThree has released data showing that engagement time for live video is 300 percent higher than for on-demand video, even though 67 percent of the live video's viewing time happens after the live event is over. Viewers don't need to tune in at the exact time of the live broadcast to enjoy the feeling of the live broadcast.
That data is part of TwentyThree's State of Online Video in 2017 report, which analyzed current data from 300 marketing teams, 1.5 million videos, 1.7 billion impressions, and 650 million video plays.
The report turns up interesting data about how long people will watch videos. Facebook viewers average 20 seconds per view, while YouTube viewers average under one minute. However, when watching a video on a brand's own site (i.e. owned media) 66 percent of viewers average almost four minutes per video.
One central point in the report is that longer videos often produce higher engagement rates, but today's video marketers believe they should create shorter videos so viewers don't fall away. It finds 80 percent of videos created are under 5 minutes in length, but they're less engaging than longer videos.
For more, download the full report for free (registration required).
The shift in viewing habits will have strong implications: People spend less time watching broadcast content which means less money for new productions.
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