Taylor Swift Blank Space Unbelievable 94% Audience Retention for a Music Video while being almost perfect to learn from

edit 3 sep 15, video now at 1.1 billion views at 3.16/4.32 = 72%

Now all the Taylor Swift Blank Space hype has died down a bit, I'm finally able to unfry my brain and write this post.

Call it what you will, but if you get caught up with a #swifty experience you have some great fun, some laughs, enjoy the many moments and wake up singing the darn tune (yes, that last bit def happened to me).

It seems with Blank Space, Taylor has made the almost perfect video to study YouTube Audience
Retention and Average View Duration.

I had no grand plan for this, I stumbled across the data by accident on 15 November then tracked it ever since. At that point the views were at 36 million, average view at 4:14 which was 93.4%.

I was like wow, what's going on here - so I stopped writing two other blog posts and got to work.

This page you're reading is a learning resource, albeit a mini case study that delves into the elements of the video like: what you see on screen, the audio and music you hear, how the video is made like the skillful transitions and why most people cannot stop watching all of it.

This post is not a showbiz article, so if that's what you want - stop reading and go somewhere else.

But, if you do stay and I hope you do, you'll definitely learn something. I would say mostly how to watch a video, how to evaluate it and how to think about making a good video of your own.

The phrase I want to work in here is, faster than real life. You'll see why later..

Coming up, you will learn

Audience Retention for Blank Space peaked at a whopping 94%
There are 153 clips that make up the music video
Each clip has an average duration of 1.538 secs
On looking at Taylor's VEVO Channel, audience retention is 59%
Taylor's video Everything, has the second highest retention of 80%

Posts in the Audience Retention Series

3 Dec 14	Audience Retention Explained via Motorola's The Maker
2 Dec 14	Advanced YouTube Audience Retention for Creators
25 Nov 14	Martin Van Buren at 103%
24 Nov 14	Taylor Swift at 94%
11 Nov 14	Your Channel’s Learning Potential
25 Oct 14	YouTube Reveal Audience Retention
11 May 14	Message to YouTube Creators

clips 1 to 4 on timeline

Let's get started and follow this through from the upload on 10 November 2014 to today 24 Nov (regular readers will now I update posts like this, that's why I date parts of it).

I've made three post on this topic already, if you are new do some catching up - this post will still be here.

Audience Retention and Average View Duration. YouTube is brilliant at throwing a lot of data our way (if the account holder makes it public).

As a start point, the entire video is 4:32 in length, with the music track element running from 0:00 to 3:54. From 3:55 to 4:33, there are few clips showing the App experience. For those people who have not seen the video, then watch it a few times and come back here.

Here's where it gets interesting - the average view duration right now is 4:09/4:32 = 92%. At 60

million views, it was 4:15 = 94%

To get a 94% average, parts of the video must have been watched at higher than 100%. Or a severe drop off at near the end of the video. Anyone looking at sitting exams knows this, you work all year at 70%, then one paper slips in at 62% and your average on getting that elusive first is null and void (if you need it see average at wiki).

As the music element ends at 3:54 (86%), we may expect the average view to stop there - ok fair enough it doesn't. There's no point in saying how fantastic that is, until we look at some other examples.

There are two places to look - Taylor Swift at VEVO and some other high level Music Videos at Youtube.

Taylor VEVO has 68 videos, I have data on 35 of those (if a video is about two years old, there is no average view data).

Table 1 shows an average view of 2:07, average upload length of 3:34 and an 59% Audience Retention. Everything, which is the 8th most watched video on the channel has 80% -- making Blank Space all the more special as it has 92-94%. Shake it Off has 77% (270m views).

153 clips on a video timeline

On googling the most watched music videos, we see - Miley's Wrecking Ball with 2:46/3:41 = 75%. Katy Perry's Roar 70% and Dark Horse 78% (both with about 700m views each). There is a top ten too.

At this stage, if we vaguely agree the Blank Space is looking high at 94%, then let's see what elements we have and what made the audience stick around.

A super easy way, simply watch the video a few times and think about what you remember. The media picked up on that lovely sport cars being hit with a golf club or how Taylor cuts the nipples out of a shirt.

The Deconstruct is a way to break down any video into it's component parts. In this case, I've loaded the mp4 into a video editor and patiently added markers. Another way is to watch the video and count how many clips or transitions there are.

Remember, this post is written as a learning tool for wannabe singers, videographers and people interested in making something truly special. I will add, I feel quite dirty having to break down a work of art and peek behind the scenes - but we all do this, otherwise I'm not sure we would achieve anything new.

There are 153 clips (or scenes) from 0:00 to 3:54 (see Table 2 below). The average clip length is

1.538 seconds, where the first third of the video, we have 1.795, second third as 1.731 and the last third of 1.089.

This shows, in the classic storytelling model, that shorter clips near the end add to the tension and the climax. Remember any writer knows, long sentences are romantic while short sharp sentences add suspense. The same is true of video making - especially when telling a story from multiple camera viewpoints appearing to be faster than real life.

Here's a chart on that, we can see how the clips appear as a set of rolling hills. In case you're wondering the two longest clips (48 and 49) are when Taylor is happiest hanging a picture and carving names on a tree.

silky transitions

While the shortest set of clips are when Boys only want love if it's torture, Don't say I didn't say I didn't warn you (from 3:00) and just before the infamous golf club comes out.

Let me highlight a few more golden moments in the editing. The lead slide in this post has six iconic images. The first is Taylor wearing an oversized 1920s headband while sat on a bed holding a cat - this is one image that cements the video for me (at 0:08).

The second image shows happiness (at 1:16), with Taylor running - it's only on screen for 2 secs. When the phone is cheekily help over the water, that image is on screen for just 0.52 secs - we hardly see it at all, just enough to see the smile and the wave (2:15).

For an effective transition at 0:25, Taylor is looking to the left with an outstretched arm, we see Sean looking back, then Taylor again sat at the other end of the table - notice how the frames match (I have the slide and mix here).

A sharp eye will also notice how the camera rarely moves. If it does move, it's not that much - there just isn't the time. Each frame is a work of art in itself, you don't have to have a big budget to achieve this, rather a clear vision and some tough timing with discipline. In any writing or video making, just ensure you have more than you need and don't be scared to hit the delete key.

Conclusion You will have looked at some data and merged that with some qualitative hunches you may already have. The reason I've spent this amount of time on just one video, is not as it's had lots of views, but as the video has retained a very high percentage of it's audience. So, the big question - do we have enough evidence to reach a balanced conclusion? Of course the video is only fourteen days old, so the more data will emerge.

How I watch most videos at youtube I use the brilliant Chrome extension: Video Speed Controller (built by Google's +Ilya Grigorik) . That allows any video to increase or decrease in speed (using the keyboard or mouse, of course many youtube players allow this too). I always watch videos at about x1.6, so a 5.00 minute upload I can watch in 3.12 ..

With Blank Space, I have never sped up, got bored or distracted - the video appears to run at breakneck speed, much faster than real life. It uses a high number of clips (39 a minute), even if you mute the speakers, the video is still easily watchable - it tells a story.

As always, let's talk - for my next posts I have more of the same on this topic. earlier today, I saw some baloney posted claiming Minecraft had views of billions and took me no time at all to see 7% audience retention.

Here are a few videos, for fans like +Christina Warren - this is a must ..

Playlist 1, Blank Space 2, Taylor at BBC #die #ripme 3, Swiftamine 4 Shake it off

Table 1 - Taylor Swift VEVO Average View Duration for 35 videos

Title	Views	Average View	Total time	average/ total	Percentage
blank space (no13)	85,635,541	04:09	04:32	0.92	91.5
shake 8	2.6m	01:55	03:40	0.52	52.3
shake 7	1.7m	02:05	04:12	0.50	49.6
shake 6	1.2m	02:10	03:39	0.59	59.4
shake 5	2.9m	02:20	03:59	0.59	58.6
shake 4	2.5m	02:02	03:57	0.51	51.5
shake 3	1.9m	02:30	04:00	0.63	62.5
shake 1	3.9m	02:01	03:51	0.52	52.4
shake 2	3.5m	01:54	03:43	0.51	51.1
shake it off (no2)	270m	03:05	04:01	0.77	76.8
Red AMAs	1m	01:15	03:20	0.38	37.5
Artist of	0.707m	00:31	00:44	0.70	70.5
Fav CA Fem	0.492m	00:25	00:35	0.71	71.4
Fav CA Alb	0.391m	00:25	00:35	0.71	71.4
The Last	9.8m	02:40	03:47	0.70	70.5
Red (no20)	41m	02:45	04:01	0.68	68.5
Everything (no8)	90m	03:21	04:12	0.80	79.8
22 (no5)	193m	02:52	04:03	0.71	70.8
I knew you (no4)	200m	03:45	05:58	0.63	62.8
Red Carpet Int	0.940m	01:06	02:04	0.53	53.2
We are Live	5.8m	02:12	03:24	0.65	64.7
You belong Live	2.5m	02:21	03:53	0.61	60.5
Red Live	9m	02:18	03:47	0.61	60.8
Begin Live	1.6m	02:36	04:08	0.63	62.9
Mean Live	1.4m	02:43	04:12	0.65	64.7
Love Live	2m	02:31	04:03	0.62	62.1
Pt 7 Love	0.8m	02:01	04:30	0.45	44.8
Pt 6 Love	0.6m	02:13	04:16	0.52	52.0
Pt 5 Love	1.5m	01:49	04:14	0.43	42.9
Pt 4 Love	0.5m	01:09	03:08	0.37	36.7
Pt 3 Love	0.6m	01:05	02:20	0.46	46.4
Pt 2 Love	0.6m	01:18	02:42	0.48	48.1
Pt 1 Love	3.3m	00:46	02:13	0.35	34.6
Begin Again	55m	03:00	04:10	0.72	72.0
Back to	3.4m	02:57	05:11	0.57	56.9
We are never	247m	no data	03:35	no data	no data
We are n lyric	32m	no data	03:15	no data	no data
	average	2:07	3:34	0.59	59%
	count	35

Table 2 - Blank Space, Average Clip length and lyric timeline

Time clip starts	Clip	length in secs		Taylor Swift "Blank Space" lyrics
0.000	1	3.000
3.000	2	3.200
6.200	3	1.800
8.000	4	1.760		[Verse 1]
9.760	5	0.880	0.08	Nice to meet you
10.640	6	1.640
12.280	7	1.160		Where you been?
13.440	8	0.800
14.240	9	0.640		I could show you incredible things
14.880	10	1.360
16.240	11	1.720		Magic, madness, heaven, sin
17.960	12	1.240
19.200	13	1.400		Saw you there and I thought oh my god
20.600	14	2.480
23.080	15	2.000		Look at that face, you look like my next mistake
25.080	16	2.000
27.080	17	1.320	0.27	Love's a game, wanna play
28.400	18	2.840	0.28	New money, suit and tie
31.240	19	1.680		I can read you like a magazine
32.920	20	1.320		Ain't it funny rumors fly
34.240	21	0.760		And I know you heard about me
35.000	22	1.560		So hey, let's be friends
36.560	23	1.040		I'm dying to see how this one ends
37.600	24	1.280		Grab your passport and my hand
38.880	25	0.960
39.840	26	3.000
42.840	27	2.680
45.520	28	2.800	0.47	I could make the bad guys good for a weekend
48.320	29	2.720	0.48	So it's gonna be forever
51.040	30	2.280
53.320	31	1.000		Or it's gonna go down in flames
54.320	32	1.040		You can tell me when it's over
55.360	33	1.560		If the high was worth the pain
56.920	34	1.520		Got a long list of ex-lovers
58.440	35	1.360		They'll tell you I'm insane
59.800	36	0.840		Cause you know I love the players
60.640	37	1.040
61.680	38	1.200
62.880	39	1.160
64.040	40	1.000
65.040	41	1.240
66.280	42	1.880	1.07	And you love the game
68.160	43	2.560	1.08	Cause we're young and we're reckless
70.720	44	2.680		We'll take this way too far
73.400	45	1.240		It'll leave you breathless
74.640	46	1.480		Or with a nasty scar
76.120	47	2.040		Got a long list of ex-lovers
78.160	48	4.840		They'll tell you I'm insane
83.000	49	5.400		But I got a blank space baby
88.400	50	1.800	1.28	And I'll write your name
90.200	51	1.320
91.520	52	1.520
93.040	53	1.760	1.33	Cherry lips
94.800	54	1.360
96.160	55	2.320		Crystal skies
98.480	56	2.360		I could show you incredible things
100.840	57	1.200		Stolen kisses, pretty lies
102.040	58	1.320		You're the king baby I'm your queen
103.360	59	2.280		Find out what you want
105.640	60	2.440		Be that girl for a month
108.080	61	4.640		But the worst is yet to come
112.720	62	1.960		Oh no
114.680	63	0.720		Screaming, crying, perfect storms
115.400	64	2.840		I could make all the tables turn
118.240	65	1.760		Rose garden filled with thorns
120.000	66	3.080		Keep you second guessing like oh my god
123.080	67	1.080		Who is she? I get drunk on jealousy
124.160	68	1.320		But you'll come back each time you leave
125.480	69	2.280
127.760	70	0.960
128.720	71	1.240
129.960	72	3.560		Cause darling I'm a nightmare dressed like a daydream
133.520	73	1.720	2.13	So it's gonna be forever
135.240	74	0.520		Or it's gonna go down in flames
135.760	75	0.760		You can tell me when it's over
136.520	76	1.440		If the high was worth the pain
137.960	77	1.120		Got a long list of ex-lovers
139.080	78	0.840		They'll tell you I'm insane
139.920	79	1.320		Cause you know I love the players
141.240	80	0.800
142.040	81	1.320
143.360	82	1.960
145.320	83	2.880
148.200	84	2.680
150.880	85	2.800	2.32	And you love the game
153.680	86	2.360	2.33	Cause we're young and we're reckless
156.040	87	1.640		We'll take this way too far and leave you breathless
157.680	88	1.800		Or with a nasty scar
159.480	89	0.880		Got a long list of ex-lovers
160.360	90	2.320		They'll tell you I'm insane
162.680	91	2.280		But I got a blank space baby
164.960	92	1.280
166.240	93	1.080
167.320	94	1.120
168.440	95	2.760
171.200	96	1.520	2.52	And I'll write your name
172.720	97	2.480	2.53	Boys only want love if it's torture
175.200	98	1.160
176.360	99	0.680
177.040	100	0.480
177.520	101	1.200
178.720	102	1.080		Don't say I didn't say I didn't warn you
179.800	103	0.760
180.560	104	0.640
181.200	105	1.120
182.320	106	0.640
182.960	107	0.800
183.760	108	0.600		Boys only want love if it's torture
184.360	109	0.720
185.080	110	1.160
186.240	111	0.600
186.840	112	0.440
187.280	113	0.520
187.800	114	0.840
188.640	115	1.320
189.960	116	0.640
190.600	117	0.840
191.440	118	0.640
192.080	119	1.080	3.12	Don't say I didn't say I didn't warn you
193.160	120	2.120	3.13	So it's gonna be forever
195.280	121	1.080
196.360	122	1.120
197.480	123	1.720
199.200	124	0.920		Or it's gonna go down in flames
200.120	125	1.120		You can tell me when it's over
201.240	126	1.800		If the high was worth the pain
203.040	127	0.520		Got a long list of ex-lovers
203.560	128	1.000		They'll tell you I'm insane
204.560	129	1.280		Cause you know I love the players
205.840	130	2.720
208.560	131	2.440
211.000	132	1.080
212.080	133	1.400	3.32	And you love the game
213.480	134	0.800	3.33	Cause we're young and we're reckless
214.280	135	0.760
215.040	136	0.960
216.000	137	0.760		We'll take this way too far and leave you breathless
216.760	138	0.760
217.520	139	0.800
218.320	140	1.120
219.440	141	1.440
220.880	142	1.800		Or with a nasty scar
222.680	143	1.600		Got a long list of ex-lovers
224.280	144	1.480
225.760	145	1.120
226.880	146	1.280		They'll tell you I'm insane
228.160	147	0.960
229.120	148	0.760
229.880	149	0.960		But I got a blank space baby
230.840	150	0.920
231.760	151	0.920
232.680	152	1.640		And I'll write your name
234.320	153	1.000	black slide
235.320		1.538	average	3 m 54 s 8 f