Online video analytics, also known as web video analytics, is way of measuring how viewers get to an online video and what they do when they watch it. A video is any length of video stream, such as a movie clip, video advertisement, movie trailer, television show or full-length video. Web video analytics aim to answer such questions as:
In May 2008, according to comScore, viewers watched 12 billion videos online [1] and online video is expected to grow at nearly 40% annually through 2011[2], while viewership on traditional television is falling [3].
Online video analytics differs from traditional television analytics because it can be measured using census-based methods instead of panel-based metrics. Every event that a viewer does while watching a video online can be captured and analyzed precisely.