Cost per view: a fairer way to judge video spend
Use a consistent view definition, a complete cost total and a fixed reporting window.
Video cost per view is total production and distribution spend divided by valid views over a defined period. Include creative, staff time, paid media and revisions, then compare campaigns using the same view definition. This makes the metric useful after the first video, even when each campaign has a different format or audience.
The calculation
Cost per view = total campaign cost ÷ valid views. Choose the view count that matches your question: for example, a platform’s reported video views or completed views. Record the platform, definition and date range beside the result, because platforms may count a view differently.
Separate cash spend from staff time if the business needs both. One version answers “what cash did we spend per view?” Another includes internal hours at an agreed rate and answers “what did the full operation cost per view?” Do not switch definitions halfway through a comparison.
Three worked scenarios
These are arithmetic examples, not AutoScribble customer results or market benchmarks. The production, distribution and view inputs below are illustrative assumptions created 25 October 2026; replace them with your own invoices and platform analytics.
| Illustrative campaign | Production + distribution cost | Valid views in the same window | Calculation | Cost per view |
|---|---|---|---|---|
| A: one focused explainer | £9 + £91 = £100 | 400 | £100 ÷ 400 | £0.25 |
| B: reused campaign video | £35 + £465 = £500 | 10,000 | £500 ÷ 10,000 | £0.05 |
| C: small organic test | £9 + £0 = £9 | 300 | £9 ÷ 300 | £0.03 |
How to measure a real campaign
Write down the campaign name, audience, channel, publication dates and view definition. Sum video creation, paid placement, agency or freelancer invoices, assets, staff preparation, reviews and revisions for the same campaign period. Export the platform’s view count for that exact period, then divide total cost by views.
If one asset runs in several placements, report both the combined figure and each channel separately. Keep the same currency and state whether staff time is included. That turns a single ratio into a useful comparison rather than an isolated low number.
A reusable calculation sheet
Use this worksheet to calculate a campaign from matching invoices and platform analytics.
CAMPAIGN: ________________________________ REPORTING WINDOW: _________________________ VIEW DEFINITION / PLATFORM: _______________ Production invoices: £______________________ Distribution / placement: £_________________ Staff time: ______ hours × £______ = £_______ Revisions and assets: £_____________________ TOTAL COST: £______________________________ VALID VIEWS IN SAME WINDOW: _______________ COST PER VIEW: total cost ÷ valid views = £__ Secondary outcome to compare: ______________
What can distort the result
Counting impressions as views changes the denominator; use the chosen platform metric consistently. Comparing different reporting windows can make an older campaign look more efficient simply because it had longer to accumulate views; set equal windows or report age clearly. Omitting revisions or staff time makes the numerator incomplete; label cash-only and fully loaded calculations separately.
Use the measure in context
Cost per view measures distribution efficiency, not whether a viewer understood, trusted or acted on the message. Pair it with a campaign outcome that matches the job, such as a qualified visit, enquiry or completed lesson. AutoScribble can produce a narrated whiteboard or sketch explainer; use your media platform’s dated analytics for the view count. For the production side, check current AutoScribble credits and plans and the hidden costs to include.
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Common questions
- How do I calculate video cost per view?
- Divide the total cost of producing and distributing a video by valid views over the same reporting period. State the view definition and whether staff time is included.
- Should cost per view include production costs?
- Yes, when you want a full campaign comparison. Include production, paid distribution, assets, staff time and revisions, or clearly label a cash-only calculation.
- What counts as a view for cost-per-view?
- Use the view metric reported by the platform where the video ran, and record its definition and date range. Avoid comparing unlike platform metrics as if they were identical.
- Is a lower cost per view always better?
- No. Cost per view measures the cost of getting a counted view, not the value or outcome of that view. Pair it with the campaign’s intended result and audience quality.