For the first time in 2015, digital video topped social media in terms of the activities people engage in most often when they’re online. Marketers have caught on to this trend of increased viewership and are allocating more resources to their video budgets. But what factors must we zero in on to keep viewers watching? A recent article from eMarketer shares the scoop based on a multi-location survey. According to the results, the top reason people abandon videos is poor quality during playback. Three of the other most common hang-ups have to do with ads (too many or can’t skip at intro) and another is excess pausing/buffering. Something else that bugs viewers is when it’s unclear what the video is about from the very beginning. The next time you schedule a video for production or placement, be sure to consider all of the factors that may cause viewers to press stop.