Views vs. Viewers

  |   White Papers

Our new analytics provide two primary data points on trailer plays:  the number of views and the number of viewers.  Let’s talk about what that means in terms of online trailers.

Views  Views are pretty simple. Views equates to plays of trailers, previews, related videos. The IVA network had 19,033,725 views of videos over the last 28 days.   We count any request of a video to our servers as a ‘play’ or a ‘view’.

Viewers  What makes a viewer is a bit more complicated. A viewer is identified by browser type at an IP address.  (We do not use cookies, because we do not collect data that can be correlated to real world peeps.)

Viewing Session    It is easy to imagine two folks using the same computer in a home or using the same browser on different computers in an office so we limit a viewer “session” to 30 minutes. (In our experience over the years, it’s a rare person who spends more than 30 minutes watching trailers.)  After that time, we call activity on the same browser at the same IP address another viewer.

Unique Viewer  To account for people watching more than one video at a time, we use the term ‘unique viewer’.  They are no more unique than the average owner of 23 chromosomes – they are simply unique viewers on a given day.  Viewers of what you ask?  Not web pages, but viewers of promotional videos at a web site or app of the IVA Network affiliates.  The average number of views per unique viewer is 2.2.

Today the IVA Network had 222, 732 views, and 138,110 viewers.  That means the average person watched 1.61 trailers today.  In case you were wondering, that number hasn’t changed much from last  week, or last month, or last year.  In most cases, the second viewing is another video but sometimes it’s the same trailer twice.  We know that because the average views per viewer of a given trailer are 1.09.

Range of Repeat Views  The difference between the average number of times a person watches a popular trailer and a not so popular trailer is not very great.  As we said earlier, the average is now about 1.09.  The low end is 1.03, the high end is 1.21.  People just don’t watch previews more than once in the same session. Obscure trailers can have 9 views all by the same person because ‘mom’ is your biggest fan. And here’s an interesting number:  almost 40% of viewers return to watch another video during a different session on any given day.  We say ‘almost’ because somebody could have watched three videos.

Curious about how your release stacks up?  Contact  Matt Kuhlen in Acquisitions.

If you wonder about your site’s numbers, call Brett Harder in Biz Dev.