AMPERAGE Marketing & Fundraising

One-Minute MarketerWhy Do People Quit Watching Your Videos?

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Why Do People Quit Watching Your Videos?

Some have called this the “attention-driven economy” Know that, you can’t do anything to irritate viewers of your video content so that their attention is forced away. The ultimate ad blocker is (and has always been) loss of attention. Youtube on theNew iPad 3

One of the real issues is the quality of streaming video. More than half of people who say they stop watching video is due to poor picture quality. Some of the poor quality is the video itself and some is caused by the streaming service.  That is a huge problem for marketers: There is no single cause for poor streaming issues, but the viewer gets frustrated the same for all issues.

The number one reason stop watching according to MUX (April 2017) is “Load time took too long” (85.1%); Re-buffering or stalling was neck and neck at 85.0% and playback errors caused people to stop watching 57.3%.

One thing you can do is make sure your video content is clean and the highest quality it can be.

According to Jeremy Kressmann of eMarketer, “regardless of the cause, one thing is clear for video advertisers and publishers: In today’s attention-driven economy, consumers aren’t going to stick around long if their viewing experience isn’t perfect.”

It’s hard to beat a cable or over-the-air video signal, and until streaming can, the future for video may be a bit blurry.


Written by:

Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle. After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant. He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.” Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.” One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College. Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board. Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.