In a post on its marketing assist center, a Facebook employee announced the discrepancy and explained the distinction between how it defined the statistic, and how it was actually measured.
We had previously *defined* the Average Duration of Video Viewed as “total time spent watching a video divided by the total number of people who have played the video.” But we erroneously had *calculated* the Average Duration of Video Viewed as “the total time spent watching a video divided by *only* the number of folks who have viewed a video for 3 or more seconds.”
In response, Facebook says it really is introducing two new metrics:
Video Average Watch Time: the total watch time for your video, divided by the total quantity of video plays. This involves plays that commence automatically and on click. This will replace the Average Duration of Video Viewed metric.
Video Percentage Watched: reflects the percentage of your video somebody watches per session, averaged across all sessions of your video exactly where the video auto-played or was clicked to play. This will replace the Typical % Video Viewed metric.
As a user, this probably does not have an effect on you significantly. But even even though Facebook says the discrepancy did not affect billing, advertisers who relied on the numbers and outlets (like Engadget) who posted video to the platform might have far more questions. Bloomberg points out that Facebook is set to meet best advertisers next week during the Advertiser Week conference — we possibly haven’t heard the final of this.
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