What share of viewers watch online videos from businesses all the way to the end? How is the retention rate affected by video length?
To find out, Vidyard analyzed 2022 data for more than 1,778,000 videos created by its customers.
The researchers found that 53% of viewers complete online videos from businesses.
The average retention rate is significantly affected by video length, with a much higher share of viewers watching shorter videos all the way to the end. The researchers found:
- 66% of viewers will finish a video that’s under one minute long
- 56% of viewers will finish a video that’s one to two minutes long
- 50% of viewers will finish a video that’s two to 10 minutes long
- 39% of viewers will finish a video that’s 10 to 20 minutes long
- 22% of viewers will finish a video that’s over 20 minutes long
For the videos analyzed by the researchers, 34% were less than a minute long, 25% were between one and two minutes, 20% were between two and four minutes, 10% were between four and 10 minutes, 3% were between 10 and 20 minutes, and 8% were longer than 20 minutes.
Among the videos analyzed, the most common types created by business were product demos and explainers.
About the research: The report was based on an analysis of 2022 data for more than 1,778,000 videos created by Vidyard customers.
