Web TV series lose most viewers after episode one

Jan 28, 2009 by

The other month we posted about Tube Mogul’s stats showing that most online video viewers don’t last beyond the first minute. As a result it won’t come as a huge surprise to learn that Tube Mogul has now found that most Internet TV shows lose most of their viewers after the first episode.

As reported in Ad Age, online audiences suffer from a high boredom and low attention threshold. 64% of viewers drop off after episode one, and if you have a ten episode series by the end there are not many viewers left.

Previously web TV series could be produced and uploaded with the sheer novelty value attracting a certain amount of publicity that in turn made the investment worthwhile. Now advertisers want some kind of certainty about audiences before ponying up the ad or sponsorship cash, especially given the current climate.

According to Tremor Media CEO Jason Glickman, “the basic principle is there aren’t enough views to go around.”

Interestingly, the article makes the point that Internet video viewers are no longer as willing to be herded into featured picks or spots, so publisher endorsement is not what it once was.

A year ago a featured video as chosen by YouTube editors got 500,000+ views now they usually hit less than 100,000. Consumers are now savvy enough to find what they want without someone from on high providing a large direction sign.

At the same time, previous research published by Internet video site Veoh showed that heavily engaged viewers (ie those who watch more than an hour of Internet video a week), who account for 40% of all online viewers, are twice as likely to remember web TV than ordinary TV ads.

So, the lesson seems to be saying that even if the numbers by episode ten are small, they are at least paying attention and drinking your brand’s kool aid.

Image – Phoenix Daily Photo

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