Some Views are More Equal than Others

Let39s wrongly assume that all are doing four billion daily views or thereabouts in which case can we also wrongly assume that there is some kind of equality between the three platforms Confused I am To paraphrase Orwell amp8220all views are created equal but some are more equal than othersamp8221Perhaps there is some way that the 800 pound gorilla Google the ferocious Tiger Facebook and the nice Unicorn Snapchat can amp8220do a Euroamp8221 for us and align on a single currency that will clarify the position This will be good for investors good for advertisers who are almost 100 responsible for their revenues like it or not and good for other curious audiences such as employees the press and users By the way I suggested something similar almost 2 years agoGiven the data each company holds this is far from an impossible request The ideal apples to apples comparison is as followsamp8226amp160amp160 The number of unique viewers per month and dayamp8226amp160amp160 The average number of seconds of video viewed per unique viewer per month and dayamp8226amp160amp160 A distribution curve that shows the above in quintiles ie the 20 heaviest consumers viewed X minutes per month the 20 lightest users viewed Y minutes per month and dayamp8226amp160amp160 The demographics of each decileAll relatively simple data points and of value to everyone who cares about these thingsFurther clarity would be added if we could also distinguish viewer initiated views from autoplay views Again both simple and illuminating For those of us concerned with the value of these companies as an advertising platform it would be intriguing to see the above data for views of advertising onlyBy way of comparison it39s interesting to look at the audience for the FoxTelemundo telecast of the FIFA Women39s World Cup final in July The average audience for the let39s approximate two hour show was 254 million individuals or unique viewers the peak was much higher If we multiply this number out to establish the total number of two second units of viewing which seems good enough for Snapchat we get 9144 billion views Pause for mental arithmetic by attentive readers amp8230That39s one show on one English language and one Spanish language channel for just two hours in one country and by this absurd math they overshadow the video consumption of companies worth half a trillion dollars between themIf like me you are somewhat puzzled by this and also wonder what four billion video views per day really means please join me in asking Google Facebook and Snapchat to align on a single currency and do so soon Let39s make a prediction for every 10 minutes of video viewed on YouTube two minutes is consumed on Facebook and 15 seconds on Snapchat Let39s see if someone wants to prove itThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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Some Views are More Equal than Others

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Rob Norman

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