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Internet video view metrics are mostly meaningless because of the ways the numbers are inflated


The way we’re measuring video views right now is essentially useless, Gawker’s Kevin Draper writes. If you were to measure BuzzFeed’s exploding watermelon live stream like Nielsen measures TV viewing with its “average minute audience” metric, its viewership would be closer to zero, Draper says. Facebook’s metrics also inflate audience numbers: It counts a user as a viewer once they’ve watched for three seconds, and videos autoplay when you scroll by in your news feed. Draper writes: “If digital media companies want to command anywhere near the same lucrative ad rates as TV networks, they’ll have to prove their videos consistently get the same audience as television networks.”

+ Earlier: TV executives would agree, with some saying that “digital media’s video audience numbers are bogus because there’s no common metrics”

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