metrics
AVD
Average view duration in plain English, plus the situations where it can lead you toward the wrong conclusion.
Updated 2026-05-29
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Definition
AVD is the average amount of time viewers spend watching a video before they leave.
Best use
Use AVD to compare how well similar videos hold attention once the viewer has clicked.
Watch out for
AVD favors shorter videos and can punish ambitious formats that generate much more total watch time.
Pair with
Pair AVD with watch time, video length, retention percentage, CTR, and the goal of the video. A long strategic video can have lower AVD and still be more valuable than a short efficient one.