New Nielsen Data Bursts Facebook’s Video-Content Bubble
Nielsen NetRating figures obtained by Mumbrella have revealed that Facebook’s video streaming numbers have fallen by a drastic 94%.
Nielsen had previously estimated Facebook’s monthly video streaming audience to be 9.94 billion in September 2016 but the social network has now taken abrupt fall to 560 million for the months of October and November.
The new numbers cast doubt on the success of Facebook’s video-heavy content strategy and the frequent claim that the social network had grown bigger than Youtube when it came to streaming video.
The disparity between the new ratings and that of the previous quarter was driven by a re-assessment of how Neilsen measured Facebook’s video content.
Back in October, a report by The Wall Street Journal alleged that Facebook had overestimated the popularity of its video content by as much as 80%.
At the time, Facebook’s vice president of business and marketing partnerships David Fischer wrote a post explaining how the network had bungled the calculation for average view duration, and apologising to partners.
According to him, “About a month ago, we found an error in the way we calculate one of the video metrics on our dashboard – average duration of video viewed. The metric should have reflected the total time spent watching a video divided by the total number of people who played the video. But it didn’t – it reflected the total time spent watching a video divided by only the number of “views” of a video (that is, when the video was watched for three or more seconds). And so the miscalculation overstated this metric. While this is only one of the many metrics marketers look at, we take any mistake seriously.”