Metric

What is Watch time?

Also called Average view duration.

In one sentence

Watch time is the total or average amount of time people spent watching a video, reported in seconds. It is the number dashboards show and the least comparable one they could have chosen.

Explanation

Six seconds on a nine-second video and six seconds on a sixty-second video are opposite results, which is why watch time in seconds tells you almost nothing on its own. Dividing by the video's length gives retention as a percentage, and that is the version that compares across posts.

Watch time exceeding the length of the video means people rewatched it. That is the strongest signal short-form produces, and it is the reason a video designed to loop can accumulate more total time than a longer one that nobody watched twice.

The common mistake

Comparing watch time across videos of different lengths. It is the most common analytics mistake in short-form, and it consistently makes short videos look worse than they performed.

Where this shows up in PikoReels

In PikoReelsWatch time calculatorSeconds converted into the percentage that actually compares.

Related

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