10 Seconds of Fame

Online video may be getting the highest CPM rates of all online media, but a recent study gives a sobering look at how much viewers are really paying attention. Visible Measures has conducted a study that shows that 20% of online viewers give up after watching just 10 seconds of a video. The Business Insider reports <http://www.businessinsider.com/chart-of-the-day-video-abandonment-rate-2010-10> that Visible Measures looked at 40 million different videos with over 7 billion aggregate views.

Each of the videos in the study was less than 5 minutes long. According to their data, by 90 seconds into a video, over half the viewers have given up: