Facebook Watch Videos Have an Average Watch Time of 23 Seconds (Oct 4, 2017)
Third party social media metrics company Delmondo says that across a selection of Facebook Watch videos it measured, average watch time was 23 seconds. That’s a little higher than the 17 second average for videos in the News Feed, but not much. It’s notable, too, that 20 seconds is the minimum amount of time a video must run before a mid-roll ad can be shown to the user, and I wouldn’t be surprised if those mid-roll ads are a big reason why average watch times are around that level. I continue to believe that Facebook’s mid-roll focus is going to harm viewing and ultimately ad revenue for its video platform, and it badly needs to re-think that approach. It’s still early for Watch in particular, and it’s clearly more of a destination for video rather than something users stumble across accidentally as with the News Feed, but it needs to grow well beyond 23 seconds if it’s going to be worthwhile either for Facebook or its content creators longer term.
via Digiday
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